Personalizing experiences, from dark spots to virtual shoppers

Today, one-size-fits-all won’t cut it anymore. People are looking for services that are curated just for them.

AI and data analytics are powering this movement to refashion nearly every industry so companies can cater to each customer’s individual preferences. The companies that are doing personalization best and meeting this demand are seeing big benefits, helping them stand out in a crowded market and bring in new customers.

For this edition of In Tech, we look into many of the ways that personalization is changing the face of commerce.

‘Skin-fluencers’ step aside

New trends emerge daily, spiking sales for the next “it” product that will solve your skin problems. But what if you had your own personal dermatologist to tell you if it is a fit for you before you buy it?

L’Oréal’s new skincare device, the Cell BioPrint, personalizes skincare recommendations by analyzing skin samples and providing insights into oiliness, wrinkles and more. The device is essentially a mini-lab that retail spaces, dermatology offices and clinics can use to provide customers with tailored advice based on their skin’s biology and future risks. The device predicts whether individuals are likely to respond well to different products, such as retinol, to help people make more informed choices. L’Oréal emphasizes its goal to reduce overconsumption and prevent unnecessary product purchases.

With this new device, which is being piloted in Asia, the beauty industry is welcoming more accurate and customized products and promoting smarter purchasing choices based on science rather than trends.

Personal assistants for everyone

Deadlines and appointments have a unique way of sneaking up on us. From workplace meetings to personal reminders, it's easy to lose track of what’s what. Siri and Alexa popularized digital assistants, answering our everyday questions on the weather or the latest news. Now with ChatGPT, your personal assistant has gotten a promotion.

OpenAI’s chatbot now allows paid users to schedule reminders and recurring tasks, expanding its functionality beyond simple conversations. The new tool, called Operator, gives them a nudge to renew a soon-to-expire passport, or users can ask for recurring tasks such as daily news briefings on their preferred industry topics. It can even search the web and send you a notification about concert tickets when your favorite artist is in town. While this feature is still in beta, it shows how much more personalized AI assistants are becoming and points to a future of even more Jarvis-like chatbots.

Another example of this personalization trend in chatbots comes from Meta, with its Meta AI used in WhatsApp, Facebook and Instagram remembering more details a user can share in one-on-one chats so it can personalize future responses.

Merging in-store experiences with online convenience

With the ease of e-commerce, shopping online has become some people’s go-to for everything. From groceries to furniture, online shopping experiences are becoming easier and more personal than ever. On a typical retail site, consumers might be offered endless choices. Add AI into the mix and your favorite shopping sites are expanding beyond the typical filters.

Integrating AI personal shoppers, like Mastercard’s Shopping Muse, redefines what it means to have a tailored retail experience. This technology can recreate the in-store human experience, allowing shoppers to search in their own terms for specific product recommendations and explore the latest trends, from modern aesthetics to specific dress codes, and even unconventional search terms like "cottagecore" or "beach formal.” An AI personal shopper can build on the conversation’s context over time to deliver results that perfectly match even the most eccentric query. 

As more tech and AI get infused into commerce, more retail experience will include a more personal touch.