Writer: Nuttawut Kulkaew

Editor: Wittaya Wonglor

Presentations to suit the needs of consumers based on personal preferences or interests are a trend that entrepreneurs in every industry are paying attention to. They let organizations better present, recommend, or advertise products, services, or content.

Personalized messages can boost sales and attention from the target audience. The advisory tools market is expected to grow from USD 2.29 billion in 2021 to USD 17.3 billion in 2028 at a compound annual growth rate of 33%. 89% of marketers say they are satisfied with this type of marketing because of its return on investment. 60% say they will repeat the technique over time.

Consumers are increasingly aware of this issue, with both positive and negative responses. 52% of consumers consider that personalized presentation raises brand satisfaction. This is especially true of concerns about data privacy and being trapped in an echo chamber. Up to 80% of consumers are willing to give their personal information to brands in exchange for deals or privileges. But 52% worry a company or organization knows too much about them. Only 17% of consumers don’t give personal information to any brand.

Anonymous presentation of information and non-personalized recommendations are increasingly mentioned with online entertainment such as music platforms, online video, online shopping. It may appear in tools labeled explore, discover, trending topics, to present content not targeted to specific users to help them discover new products or content. But those functions still work from investigating the user’s search history or preferences. They collect individual data and use geographic location, language, tools used to access the platform, frequency of searches. Non-personalized recommendation are therefore not a random presentation of content.

Implications for the future:

- Artificial intelligence will be developed to recommend personalized products, services, and content to individual users based on user behavior data. At the same time, it can recommend personalized content to users more accurately without requiring consent to collect personal information illegally.

- Decentralized platforms and blockchain technology will be developed and applied to more products and services in the future.

- Skills for developers of artificial intelligence operating systems will be a more demanding job.

- Advertisers will try to find ways to capture the attention and drive engagement of the target audience both in terms of the creativity of the presentation and technological tactics

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