Business leaders are confident AI can provide a competitive business advantage

A staggering 89% of B2B and B2C directors believe ethical AI usage can provide a competitive business advantage, according to the "State of Personalization 2024" report from Twilio Segment. The report, based on insights from over 500 global business leaders, highlights that 86% expect AI to shift strategies from reactive to predictive personalization.

However, the report raises questions about how universally adopted AI will continue to offer a competitive edge. The varying efficacy of its implementation might be the differentiating factor. Generative AI, including AI chatbots, is expected to level the playing field rather than create an advantage, with 58% of leaders predicting its significant impact on personalization within five years.

Additional findings show 73% of business leaders believe AI will revolutionize personalization strategies, with 59% expecting daily AI usage by their teams by 2025. Furthermore, 72% of companies currently utilize a Customer Data Platform (CDP) for personalization efforts, while 48% rely on data warehouses.

Source: MarTech