Every visitor with their own experience, every customer with their own offer. Serious AI personalisation turns web, email and advertising into systems that learn from each interaction — without requiring a team of data scientists.
Monthly traffic from around 30,000 visits/month and catalogue of 50+ SKUs. Enough volume for AI to learn and for personalisation to have measurable return.
Onboarding personalised by user role, feature recommendations based on usage, communications adapted to the customer's stage. Improves activation and retention.
Editorial content recommendations, personalised newsletters, adaptive paywall. Increases time on page and subscriptions.
Personalisation of the digital experience pre- and post-stay. Recommendations of services, packages, future visits. Increases cross-sell and loyalty.
I identify the 3-5 points of greatest opportunity: homepage, product sheets, transactional email, exit intent, post-purchase. Don't personalise everything at once — start where it pays back most.
Implementation of individual behavioural tracking, CRM integration, personalisation platform (Dynamic Yield, Bloomreach, Adobe Target, or custom solution depending on scale).
Combination of explicit rules (segment → content) with AI models that learn from real behaviour. Rules give control; AI gives scale.
Systematic A/B tests, impact monitoring by segment, iterative optimisation. Personalisation is permanent process, not point-in-time project.
AI personalisation, properly implemented, transforms the whole digital funnel. Concretely:
Adaptive homepage, contextual recommendations, offers by profile. Conversion typically +15-30% in e-commerce with serious setup.
Personalised cross-selling and up-selling raises AOV between 10 and 25%. Without manual effort — the system learns who to suggest what to.
Email personalisation isn't just ‘hello, John’ — it's relevant content by profile, optimal moment, preferred channel. Opens and clicks rise significantly.
A customer who feels recognised and well attended returns. Personalisation is implicit retention.
Goodbye to ‘where was what I saw yesterday?’. The web remembers, proposes, anticipates. Experience that feels attended to instead of generic.
Each personalised interaction generates data on preferences. That data feeds campaigns, product, customer service. Virtuous circle of knowledge.
Online store with massive catalogue. Adaptive homepage setup by segment + contextual product recommendation. Conversion +24%, AOV +18%.
El marketing del cerebro es más predictible que el marketing de la opinión. — Ángel Ortega Castro
B2B platform with a single onboarding for all. Personalisation by declared role (admin, technical, sales). Time-to-value reduced 35%. First-month churn -42%.
Resort with generic pre-stay and post-stay emails. Personalisation by guest profile, travel motive, history. Repeat bookings +28%.
CRM, events, content, campaign history.
Trained or generative algorithm guided by rules.
Lead prioritised, content published, decision taken.
AI personalisation pays back when there is volume, technical intent and a clear horizon. These are the four scenarios where it delivers most:
Without enough traffic, personalisation doesn't pay back — models don't converge and A/B tests don't yield statistically significant results. Minimum: tens of thousands of visits/month.
Personalisation pays back more the broader the catalogue. With 10 products it doesn't make as much sense; with 100, 1,000 or 10,000 it's a critical lever of conversion and AOV.
If you sell to heterogeneous segments (B2C and B2B, premium and mass, individual and corporate), personalisation is practically required — a single experience leaves most half-satisfied.
If direct competitors already personalise, your experience is perceived as dated. The competitive gap widens each year on this point.
It was 10 years ago. Today there are personalisation platforms accessible to mid-sized organisations on modest budgets. The technological barrier no longer exists — the barrier is judgement and organisation.
More is better, but you can start small. With behavioural tracking well implemented and a reasonable CRM, 2-3 personalisation points can be activated in 8-10 weeks. What you can't do is personalise without basic data.
It's a critical point. Granular consent, respectful tracking, transparency on usage, clear opt-out option. Serious personalisation is compatible with privacy — that which is not must be redesigned.
It depends on scale. For mid-sized e-commerce: Dynamic Yield, Bloomreach, Klaviyo (email). For large: Adobe Target or Salesforce Marketing Cloud. For custom cases: bespoke solutions with LLM + rules. The platform is chosen by fit, not by fashion.
Good personalisation is invisible or pleasant. Bad personalisation is invasive. The difference is judgement: personalise what is useful (recommendation, relevant content) and leave invisible what is uncomfortable (don't mention what you saw last night).
First 45-minute session, free of charge and no commitment. If we fit, I send you a detailed proposal within 5 days. If we don't, you take away a useful initial diagnosis.