This guide examines how artificial intelligence is reshaping personalization across digital experiences. It explains why static, rules-based personalization no longer meets customer expectations and outlines how AI enables real-time, behavior-driven experiences at scale. The guide covers key use cases such as adaptive onboarding, contextual messaging, predictive recommendations, and journey orchestration. It also addresses challenges around data quality, governance, transparency, and trust. By combining behavioral data, machine learning, and experimentation, organizations can move beyond segmentation to deliver relevant, timely experiences that increase engagement, retention, and long-term customer value.

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