There’s been a ton written about personalization (millions of terabytes, maybe even exabytes!). But this article takes a different route—it’s not about technical frameworks or theories. I want to share what I learned after speaking with over 30 eCommerce leaders: the real pain points they’re facing and how artificial intelligence can lend a hand.
Never thought I’d start an eCommerce article talking about love... but here we are. The people who love us the most are usually the ones who know us best. Think about our moms: they know what we like, what we don’t, and make small gestures that make us feel special. In short, if someone loves us, they know us.
This applies to eCommerce too. According to McKinsey, consumers associate personalization with experiences that make them feel unique. We could go a step further and say: they make them feel loved. Today, over 70% expect personalized interactions—and 76% feel frustrated when that doesn't happen.
Because it has a direct impact on your business:
Not bad, right?
From my interviews, I identified 5 key areas where brands are betting big on personalization:
The idea here is that each customer should see a unique store, tailored to their preferences. This includes:
I’ll be honest—at first, I thought virtual assistants were ESSENTIAL for personalization. But after a bunch of conversations, I had an “aha” moment.
One phrase summed it up perfectly:
“As a user, I don’t want to have to ask anyone anything.”
Exactly! The ideal website should be so intuitive that you don’t need help. You find what you’re looking for (even things you didn’t know you wanted!), edit your cart, choose delivery, pay... all friction-free. But since we’re not quite there yet, AI assistants still have their place.
A good AI assistant can:
The dream assistant? One that feels as warm as a human but is faster, more precise, and available 24/7 for thousands of customers at once.
Not always. But there are situations where it makes a big difference:
When the customer knows what they need but not how to get there. Think: buying a car, bulk construction materials, or an expensive machine. A wrong move here can cost serious time and money. An assistant can guide the user and reduce risks.
Problems, complaints, questions... these usually happen after the purchase. And that’s when the customer really wants:
Nothing’s worse than not finding answers or having to wait hours to speak with someone.
Personalization isn’t optional anymore. It’s what customers expect. And knowing where to apply AI (and where not to) can make a huge difference. The key is balance: use technology to simplify, without losing the warmth of human interaction.
Where are you on this journey?
