AI-Enhanced Customer Journeys: Strategic Personalisation in 2026

The use of AI in marketing is on the rise, and one trend that’s gaining traction is AI-enhanced customer journeys. This trend is happening now because of the increasing availability of customer data and advancements in AI technology. Companies like Salesforce and Adobe are investing heavily in AI-powered personalisation, and it’s paying off. For instance, Salesforce’s Einstein AI platform helps businesses create personalised customer experiences across multiple channels.

What sets this trend apart from past cycles is the level of sophistication and accuracy that AI can bring to customer personalisation. In the past, personalisation was largely based on basic customer data like name and email address. Now, with the help of AI, businesses can create highly personalised experiences based on a customer’s behaviour, preferences, and interests.

Early adopters of AI-enhanced customer journeys are already seeing significant benefits. For example, companies like Netflix and Amazon use AI to create highly personalised recommendations for their customers. These recommendations are based on the customer’s viewing and purchasing history, and they’ve been shown to increase customer engagement and loyalty.

So, how can businesses adopt AI-enhanced customer journeys? Here’s a practical three-step framework:

First, businesses need to collect and integrate customer data from multiple sources. This can include data from social media, customer feedback, and purchase history. Tools like SAP Customer Data Cloud and AgilOne can help businesses collect and integrate this data.

Second, businesses need to use AI to analyse this data and create personalised customer experiences. This can include using machine learning algorithms to create predictive models of customer behaviour. Companies like Google Cloud and Microsoft Azure offer AI-powered analytics tools that can help businesses do this.

Third, businesses need to use these personalised experiences to create seamless customer journeys across multiple channels. This can include using tools like Pegasystems and Genesys to create omnichannel customer engagement platforms.

Now, there are some cases where businesses might want to ignore AI-enhanced customer journeys. For instance, if a business has a very simple product or service that doesn’t require personalisation, then AI-enhanced customer journeys might not be necessary. Additionally, if a business is just starting out and doesn’t have a lot of customer data, then it might be difficult to implement AI-enhanced customer journeys effectively.

However, for most businesses, AI-enhanced customer journeys are a trend that’s worth paying attention to. By adopting this trend, businesses can create highly personalised customer experiences that drive engagement, loyalty, and revenue. For more martech analysis, tools coverage and strategy guides, visit MartechXpert — your independent source for marketing technology insight.

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