According to HubSpot's 2024 State of Marketing Report, 94% of marketers say personalization boosts sales. The challenge has always been scale—how do you personalize at the individual level when you have thousands of customers? AI is the answer, with 77% of respondents reporting that generative AI helps them create more personalized content.
From Segments to Individuals
Traditional personalization worked at the segment level—you might have messages for enterprise customers versus SMBs, or by industry vertical. AI enables true 1:1 personalization, where content adapts to individual behaviors, preferences, and journey stages. When customers feel like people instead of profit sources, they're more likely to buy—and buy again.
For PMMs, this means rethinking product messaging strategies. Instead of creating a handful of positioning variants, AI enables dynamic messaging that adapts to each prospect. The product value proposition can emphasize different benefits based on the individual's role, industry, pain points, and where they are in the buying journey. This level of personalization was once impossible to execute; AI makes it achievable.