BCG book by Mark Abraham and David Edelman, published by HBR, called Personalized: Customer Strategy in the Age of AI.

The book demystifies personalization, distilling it into five promises consumers expect companies to keep in order to deepen customer relationships.

These include “empower me,” “know me,” “reach me,” “show me,” and “delight me.”

Delivering on each one requires a human touch and the right technology.

• Empower me. The first and most important promise involves putting the customer in the driver’s seat and helping them get what they want.
• Know me. This promise enables companies to fulfill all the other promises; it’s about gaining the trust of consumers by improving their experience through the effective use of their data.
• Reach me. Brands keep this promise by reaching out to the right customer, in the right channel, at just the right moment—without reaching out at an overwhelming rate.
• Show me. Fulfilling this promise requires having the right content at the customer’s fingertips and tailoring it precisely to their individual needs.
• Delight me. This promise is the magic dust of personalization. It’s about knowing the customer deeply and discovering what creates joy for them over time.

With the explosion in content we are seeing with GenAI, we are at a tipping point.

Delivering on the five promises to curate just the right content for customers is more important than ever.

Watch this TED talk to learn what businesses can do differently.

---