Below is a recap of the entire session covering how ABB and AT&T focus on AI technology and content personalization to drive higher conversion rates. View more information about this session here.

Session Speakers:

• Tom Portman, Group VP of ABB Online Transformation and Head of Digital Channels, ABB
• Claudia Gill, Director User Experience, AT&T
• Bindya Raj, Associate Vice President, Head of Delivery, Infosys x Blue Acorn iCi
• Bruno Soeiro, Head of Marketing AI, Infosys Aster, Infosys x Blue Acorn iCi

The session began by addressing the elephant in the room: marketing AI presents significant challenges and opportunities for business transformation as customers require more information to make informed purchasing decisions. If businesses focus on account-based marketing, personalization, and A/B testing, they can create a cohesive framework with a customer-centric engagement model, decision-making efficiency, and maximize marketing ROI effectiveness.

Improving Efficiency and Personalization With AI

It’s no secret that more and more companies are leveraging AI for improved efficiency and personalization. Gill highlighted that AI continues to accelerate business operations and uncover key trends, citing AT&T's use of small features like background editing to boost productivity by 15% year over year. Attendees were reminded that even minor AI-powered enhancements can significantly improve efficiency and workflow speed.

Personalization and Conversions

As content personalization expands, managing the increasing volume without sacrificing productivity remains a challenge. A key takeaway from the discussion was that the more organizations can tailor content to individual customers, the greater the impact on overall results.

To show the impact personalization can have, Gill revealed AT&T’s success around content personalization led to a 38% jump in conversions.

Using Data Drive Approach

Attendees were reminded to trust the data and let that data guide future decisions. Portman showcased how ABB’s A/B testing and machine learning can outperform human-driven content decisions. The data-driven approach the team uses on their homepage showed that machine learning content led to higher conversions.

AI and Sameness

While AI can help teams boost productivity, the speakers noted that it’s also important to think about ways to break out of the “sea of sameness” when using these tools. Marketers should consider including a human element in creative imagery while maintaining a brand’s identity.

To learn more about how personalization and generative AI can benefit your organization, contact Infosys x Blue Acorn iCi for more information.