AI Transforms Retail Marketing: Personalised Customer Approach Becomes the New Norm
Amsterdam, woensdag, 11 juni 2025.
SAP Emarsys unveils a groundbreaking AI platform that fundamentally reinterprets the retail market. Recent research shows that 92% of marketing professionals use AI, but only 9% of consumers desire more AI interactions. Instead, customers seek personalised offers and deals. The platform enables creating in-depth, data-driven customer interactions where AI is used to predict and automate marketing strategies. The core challenge lies not in technology, but in finding the right balance between automated analysis and human colouring of the customer experience.
AI Revolution in Retail Marketing
The retail market stands at a critical turning point where AI technology fundamentally transforms customer approach. Recent research from SAP Emarsys reveals that 92 percent of marketing professionals use AI, but only 9 percent of consumers actually want more AI interactions [1]. This creates what researchers call the ‘AI Engagement Paradox’: while technology advances, consumers have a clear preference for personalised, relevant communication [2].
Consumer Preferences
The real challenge for retailers is not in the technology itself, but in finding the right balance between automated analysis and human touch. Consumers do not expect an abundance of AI interactions, but rather smart, relevant offers: 41 percent indicate they are more interested in personalised deals than automated conversations [3].
Future of Customer Engagement
Modern marketing strategies must focus on supporting human decision-making through AI, not replacement. The most successful brands will be those that use AI to build deeper, meaningful customer relationships. Currently, only 19 percent of consumer product brands see the opportunity to implement this effectively [4].