Unlocking Personalization at Scale with GenAI: Transforming the FMCG Industry with Tailored Experiences

I recently had the opportunity to attend The Adobe Experience Summit in NYC, where I was blown away by the possibilities that lie ahead in the intersection between artificial intelligence (AI) and customer experience. Let me share some key insights and takeaways from the event, with a particular emphasis on the topic of personalization at scale.

But let me start with my first hand experience. As we venture into the realm of AI and explore innovative tools like chatGPT, Midjourney, Stable Diffusion, Firefly, Photoshop Beta and more, we encounter a range of legal and regulatory hurdles that hinder the seamless integration of these groundbreaking technologies. These challenges slow down our ability to internalize and implement new concepts promptly.

Earlier this year, I had the opportunity to conduct an experiment with my students in their online Master in Brand & Design Strategy at Art Center College of Design (ArtCenter Graphic Design). We embarked on an open innovation challenge, focusing specifically on enhancing the wellness system. To tackle this complex task, I wanted to leverage AI tools and received the full support from the faculty leadership team Gerardo Herrera Sean Adams.

I decided to divide the system into five key components: Nutrition, Mood Management, Physical Activity, Sleep, and Relationships. From there, I further subdivided the process into two distinct phases: Research and a deep dive into each component.

By structuring the challenge in this manner, I provided a framework for students to delve into each component, gaining in-depth knowledge and understanding, and leverage AI at each step on the way. This approach fostered a more comprehensive exploration of the wellness system, allowing for targeted ideation and innovation in each specific area.

Christian Saclier

Through this experiment, we aimed to unleash the creative potential of AI-powered tools while ensuring a methodical and structured approach to problem-solving. By breaking down the challenge into manageable components and distinct phases, we set the stage for students to explore new ideas and contribute to the advancement of the wellness system.

We engaged into research, and using the pioneering SHO.ai platform led by Sho Rust, we fed our AI with our knowledge and started generating hundreds of ideas, which were then refined and turned into concepts, leveraging our AI platform in all possible ways.

Christian Saclier

Students then brought their concepts to life, combining the power of GenAI with their own design talent to maximize their creative potential. GenAI acted as a valuable tool, generating insights and ideas to augment their designs. However, the students' own design skills remained the primary driver behind the process. By merging their expertise with GenAI, they pushed the boundaries of innovation in the wellness system. This collaboration demonstrated the symbiotic relationship between human creativity and AI, resulting in impactful and inventive concepts. In summary, the students leveraged GenAI alongside their design talent, creating a harmonious blend that propelled their creative outputs to new heights within the wellness domain.

Here's a glimpse on one of the concepts we explored with Gerardo Herrera, and the prompt we co-created to generate these images for our Personalized Nutrient Patches.

Christian Saclier

When it comes to areas like Nutrition or Skincare, there is no denying the immense potential for such patches to turn into highly personalized value propositions. To successfully implement such a business model at scale, GenAI becomes indispensable. It has the ability to generate a vast array of options and personalized content that caters to the diverse needs and specificities of various user groups. With GenAI's capabilities, organizations can ensure that their products offer personalized experiences that resonate with their target audience, fostering stronger engagement and satisfaction.

However, it is important to acknowledge the ongoing challenges posed by legal and regulatory considerations, which require careful navigation and adherence to ensure the responsible and ethical utilization of AI technologies. By addressing these hurdles, we can harness the full potential of AI-powered creativity while safeguarding integrity and compliance.

Through targeted experiments like the one conducted with Master students at Art Center College of Design, we have begun to unlock innovative solutions within the wellness system, breaking it down into key components and conducting focused research to drive meaningful progress.

In such an open and dynamic context, creativity flourishes effortlessly. However, within the confines of a large-scale corporation, replicating the same level of innovation becomes more challenging. It requires finding ingenious ways to harness technological advancements while safeguarding valuable intellectual property and confidential information from competitors.

Nevertheless, the true value for large-scale corporations lies in their newfound ability to tap into the wealth of data acquired through consumer involvement in product and service ideation. Artificial intelligence (AI) not only expands the realm of possibilities but also enables those who struggled to make sense of the vast co-creation sessions to finally evaluate and narrow down ideas effectively. By leveraging AI, corporations unlock the inherent creativity of their internal experts.

While the creative aspect detailed above is undoubtedly significant, it is crucial to recognize the immense opportunities that lie ahead on the larger ecosystem. Let's dig into that.

Digital Transformation: Managing Through Change

That’s a no brainer, in the rapidly evolving digital landscape, organizations must embrace digital transformation to stay competitive. By leveraging AI technologies, businesses can effectively navigate change, streamline processes, and enhance customer experiences. Adopting agile strategies allows organizations to harness the power of AI and gain a competitive edge.

GenAI: Putting GenAI to Work

At the summit, the potential of GenAI, a fusion of generative AI and customer experience, was unveiled. GenAI enables AI-generated content and experiences that enhance creativity, fuel innovation, and captivate customers in unprecedented ways. For us Designers, Marketers, Technologists and Innovator, practical applications such as dynamic content generation and interactive experiences will revolutionize how organizations and brands engage with their audiences.

Personalization: Show Me You Know Me

Personalization emerged as a crucial element in delivering exceptional customer experiences. The summit highlighted the significance of leveraging AI-driven personalization to create tailored experiences that resonate with individual customers. This is where personalization at scale comes into play, enabling organizations to personalize their offerings on a large scale. Let's explore some key insights on this topic:

a. Real-time Data Analysis: Personalization at scale relies on real-time analysis of customer data. AI algorithms and machine learning techniques enable organizations to process vast amounts of data in real time, identifying patterns and preferences to deliver personalized experiences.

b. Customer Segmentation: Effective personalization at scale involves segmenting customers based on characteristics and preferences. AI-powered algorithms assist in identifying meaningful segments and creating tailored experiences for each segment.

c. Dynamic Content Generation: AI can dynamically generate personalized content for each customer. This includes personalized product recommendations, targeted offers, and customized messaging, delivered automatically and at scale.

d. Contextual Personalization: Personalization at scale considers real-time contextual information such as location, device, and browsing behavior. By analyzing these factors, organizations can deliver timely and relevant experiences that align with the customer's immediate needs.

e. Omnichannel Personalization: Personalization at scale extends across channels. AI technologies enable the orchestration of personalized interactions across websites, mobile apps, social media, email, and other relevant touchpoints, ensuring a consistent and engaging customer journey.

f. Testing and Optimization: Personalization at scale involves continuous testing and optimization. AI-driven experimentation and optimization tools allow organizations to test variations of personalized experiences and measure their impact, refining strategies over time.

g. Privacy and Trust: Implementing personalization at scale requires prioritizing customer privacy and data security. Organizations must adhere to data protection regulations, obtain consent, and provide transparent information about data usage to build trust with customers.

So what ? Examples of applications

In the fast-moving consumer goods (FMCG) industry, we've witnessed a plethora of remarkable examples where brands have successfully delivered personalized experiences at scale. These initiatives have revolutionized the way consumers interact with products and have forged stronger connections between brands and their customers. Let's explore some standout examples:

1. Customized Packaging: Brands have implemented campaigns that go beyond the standard packaging by printing individual names or personalized messages on products. This simple yet effective personalization tactic creates a sense of uniqueness and makes consumers feel valued and special.

2. Exclusive Limited Editions: Brands have introduced limited edition flavors or variants that cater to specific consumer preferences. By creating a sense of exclusivity and personal choice, these campaigns generate excitement and a desire to try something unique, fostering a deeper connection between consumers and the brand.

3. "Create Your Own" Campaigns: Brands have launched campaigns that allow consumers to mix their own blends or create customized meal options according to their preferences. This level of personalization on a mass scale offers consumers the freedom to tailor products to their specific tastes and dietary requirements.

4. Sustainability and Ethical Campaigns: Brands have recognized the growing consumer concerns regarding sustainability and ethical practices. By aligning with personalized values of environmentally-conscious consumers, brands have implemented campaigns that emphasize their commitment to sustainability, fair trade, and social justice, allowing consumers to make choices that align with their personal beliefs.

5. Association with Events: Brands have leveraged sports and music events to create personalized experiences for consumers. By associating with specific events, brands tap into consumers' sense of exploration and excitement, enabling them to personalize their connection with the event and the brand.

6. Consumer Experience and Social Causes: Brands have incorporated social and environmental causes into their consumer experiences. By demonstrating a commitment to fair trade, supporting social justice initiatives, or advocating for specific causes, brands enable consumers to personalize their choices based on their values and the causes they support.

7. Personalized Journeys: Mobile apps and wearable devices have allowed consumers to personalize their experiences, particularly in the world of wellness and fitness. These tools enable users to tailor their workouts, track progress, and receive personalized recommendations, empowering individuals to achieve their health goals on their own terms.

8. Personalized Care: Innovations in care include features like wetness indicators and soft materials, enhancing the comfort and convenience for babies, parents and all generations. These personalized features cater to individual needs at scale, making parenting experiences more personalized and enjoyable.

9. Virtual Makeup Try-On and Skincare Recommendations: Technology has enabled virtual try-on experiences for makeup products and personalized skincare recommendations. These tools empower consumers to personalize their beauty choices, find products that suit their unique needs, and make informed purchasing decisions.

10. AI-Powered Product Recommendations: Brands in the FMCG industry have implemented AI-powered recommendation systems to personalize product suggestions for consumers. By leveraging machine learning algorithms and analyzing consumer data, brands can deliver highly relevant and personalized recommendations based on individual preferences, previous purchases, and browsing behavior. These personalized product recommendations enhance the shopping experience, increase customer satisfaction, and drive repeat purchases.

These examples showcase the power of personalization in the FMCG industry, where brands have leveraged technology, consumer insights, and a deep understanding of individual preferences to deliver exceptional and tailored experiences at scale. By embracing personalization, brands can foster stronger relationships with their customers and create a competitive edge in the ever-evolving consumer landscape. These examples also demonstrate how personalization at scale improves the user experience, fostering a sense of connection, individuality, and relevance. In a world about celebrating diversity, personalization is an immense opportunity.

But this is not all. Brand owners not only further enhance the user experience but they will also receive in return valuable data insights. By collecting data on customer preferences and product combinations, Brands will keep on gaining increasingly valuable insights into consumer behavior and preferences. This data will then be used by AI to refine their product offerings, develop new flavors, and personalize marketing campaigns further at a scale we’ve never seen before. The ability to leverage AI and digital technology to create unique and customized experiences through their products will foster a sense of individuality and increased engagement with the brands. Next question is how we might be able to adapt our production infrastructure at that pace and make sure we stay connected to the consumer digitally on devices but also through our products experiences. That certainly is the next challenge, and we need to deal with it at the speed of light. Connected packaging with platforms such as SharpEnd io.tt led by Cameron Worth certainly will provide the missing link in opening this new world of opportunities.

In conclusion, AI and advanced analytics can deliver tailored experiences that resonate with individual customers, driving customer engagement, loyalty, and business growth in today's highly personalized digital landscape. By embracing personalization at scale, organizations can drive customer engagement, loyalty, and ultimately, business growth in today's highly personalized digital landscape. This time it’s for real. Stay tuned.