May 2025 - 9dot Digital

If your idea of personalization stops at “Hi [First Name],” it’s time for a fresh approach to your plans.

These days, consumers expect brands to know them, not just their first names. People want digital experiences that feel like they’re built for them by brands, right down to their preferences, timing, interests, and habits.

With AI and smarter data processing tools in the mix, personalization has evolved way beyond the First Name field. Companies that use these resources are able to create tailored website content, emails that show up just at the right moment, spot-on product recommendations, and can even have chatbots that understand much more than basic requests.
And it’s not just smart. It’s scalable. Every click, scroll, and pause contributes to a smarter, faster, and more relevant customer experience.

Let’s examine how AI is reshaping personalization at every stage of the customer journey and how your business can use it to connect, convert, and keep people coming back.

Why Personalization Matters More Than Ever

Today’s consumers expect brands to understand them, and they’re not shy about voicing frustration when they feel ignored. According to a McKinsey study:

71% of consumers expect companies to deliver personalized interactions
76% get frustrated when that doesn’t happen

Personalization has evolved from a nice-to-have to a necessity for modern businesses to meet expectations. With the power of AI, you can make this process scalable and dynamic, enabling highly personalized customer journeys across multiple touchpoints.

How AI Enables Personalization at Scale

1.Real-Time Data Collection and Processing

AI allows you to analyze user data in real-time, from clicks and purchase history to browsing behaviour and locations. With this, you can deliver personalized content, offers, and experiences the moment a customer interacts with your website or social media.

For example, a visitor checks out winter boots on your site. You’ve collected that data in real time and can now use it in your advertising campaigns to retarget that same customer with ads for those boots, along with product recommendations based on their browsing history.

2. Predictive Analytics and Intent Modelling

AI doesn’t just react to user behaviour — it anticipates it. By identifying patterns, AI can predict what customers are likely to do next and tailor its recommendations accordingly.

For example, if you’re sending a weekly newsletter on platforms like Klaviyo or HubSpot, AI can help you determine the best time to send an email based on what day and time users have opened your past emails. And it can be tailored to each user on your email list – they don’t all have to receive it at the same time.

This predictive technology makes all the difference when it comes to someone reading your emails or skipping over them.

3. Dynamic Content Across Channels

Once AI has a handle on what your customers are likely to do next, it can do more than just guess—it can respond in the moment with content that actually feels relevant.
And it goes beyond emails. AI helps tailor experiences across your website, ads, and almost anywhere else your audience interacts with your brand. It’s about making each touchpoint feel like it was designed just for them.

Here’s what that can look like:

Website: Visitors see different banners, headlines, or even full landing pages depending on their location, past actions, or preferences.
Ads: Headlines, visuals, and offers change depending on who’s seeing the ad and where they are in their journey.

This kind of tailored experience doesn’t need to take endless hours or a large team. Now, tools like Google Ads’ responsive display ads, Meta Advantage+ campaigns, Optimizely, and Salesforce Marketing Cloud can handle it in real time—and at scale.

4. AI-Powered Chat and Virtual Assistants

If you’re looking to scale the customer experience, another great way to do it is by using AI-driven chatbots or virtual assistants. Both of these tools can guide users from the top of the sales funnel to the bottom, while answering questions and giving product recommendations based on user intent.
For example, if a returning customer visits your website, the chatbot can use stored information to greet them by name, reference their past purchases, and even give a discount code for specific items just for that customer.

It’s a great strategy to help your customers at any time of the day, and make them feel as though they are understood and respected.

5. Customer Journey Orchestration

AI can do more than just respond to customers—it can anticipate their needs and adjust the entire experience based on their actions.

For example, someone checks out your pricing page but doesn’t convert. AI follows up automatically with an email featuring a relevant case study. A few days later, that same person sees a targeted ad with a time-limited offer. Each touchpoint feels like part of a well-thought-out journey, not a random one-off. What used to require a big team and even bigger budget is now within reach for businesses of all sizes. With the right AI tools, you can create customer journeys that feel seamless, intentional, and personalized from start to finish.

Tips to Get Started with AI-Powered Personalization

Start with Clean, Connected Data
AI is only as good as the information it’s working with. Make sure your CRM, website analytics, and marketing automation platforms are properly connected and updated so you’re working with a clear, complete picture of your customer.

Segment Beyond the Basics
Don’t stop at age or location. Use behavioural data—like purchase history, engagement patterns, and lifecycle stage—to create smarter segments that reflect how people actually interact with your brand.

Test, Learn, and Adjust
AI can help you test everything from subject lines to content blocks, but that doesn’t mean you can “set it and forget it.” Keep an eye on what’s working, and use those insights to continuously refine your approach.

Align Internally
Personalization works best when everyone’s on the same page. When marketing, sales, and service teams all have access to the same customer data, your messaging and experience will feel more seamless from end to end.

Choose Tools That Fit Your Goals
You don’t need an enterprise stack to get started. Platforms like HubSpot, Klaviyo, Dynamic Yield, and even Shopify and Mailchimp now offer powerful AI-driven personalization features. Start with what matches your business size and grow from there.

Make It Feel Human, Even When It’s Automated

AI might be driving your personalization strategy, but the goal isn’t to feel robotic—it’s to make every customer feel seen, understood, and valued.
It’s easy to get caught up in metrics like clicks, opens, and conversions. But personalization done right goes deeper. It creates meaningful brand moments that feel relevant and human, no matter the channel, the hour, or the size of your team.

With the right AI tools in place, you’re not just automating processes. You’re building smarter experiences, stronger relationships, and a brand that truly connects.
Ready to bring your personalization strategy to life? Let’s talk about how AI can help you turn data into experiences your customers won’t forget.

Your website is one of the first impressions your brand makes. With shorter attention spans and ever-expanding expectations, that first impression needs to be memorable for the right reasons.

But modern web design isn’t just about looking sleek. It’s about fast, intuitive experiences deeply aligned with your business goals. Whether you’re planning a complete redesign or simply want to stand out from your competition, understanding what makes a modern website is critical to driving business results.

Here’s what’s defining the next generation of websites — and why it matters more than ever.

User-centred Website Design: The New Standard

Modern websites are built for the user first, not just to tick boxes or follow trends. A thoughtful, user-centred design makes it easy for visitors to navigate, find what they need, and take action, without frustrating user journeys or confusing elements. What does that mean for design?

Intuitive navigation menus
Mobile-first layouts that adapt to every screen
Clean typography
Smart information architecture.
Accessibility for all users (especially for Canadian businesses that need to adhere to AODA standards)

If visitors can’t get what they want in a few clicks (or taps), they’ll move on to the next business and leave yours behind.

Design with Purpose

Similar to content and marketing materials, websites with clear, purposeful designs that eliminate clutter are the ones that users find most enjoyable. A minimalist approach, incorporating sleek design elements, ample white space, and focused layouts, effectively highlights key messages and calls to action, creating a pleasant user experience.

Users don’t want to feel overstimulated by competing visuals, a wild array of colours, or layouts with unrelatable stock photography. Give users an authentic look at your brand and business, and create an information hierarchy that naturally guides them through your website pages.

By adopting a cleaner website design, you not only enhance the user experience but also improve the overall performance. A clutter-free design typically results in better loading times and a higher chance for Search Engine Optimization (SEO), promising a significant boost to your website’s performance.

Website Design for The Human Touch

Subtle motion and microinteractions have become essential tools for crafting polished and engaging digital experiences. But what does it mean?

For website designs, this means buttons that animate on hover state, scroll-triggered effects that change the appearance of a section, or a simple video loop showcasing product features.

When these touch-activated features are seamlessly incorporated, your website becomes more dynamic and guides users through your site. Again, designing purposefully is key – don’t just add motion and animations for the sake of it. Use them thoughtfully and make them a seamless part of the overall user experience.

Creating Mobile-First Website Designs

The user experience on your website can differ significantly between mobile devices and desktop devices. More than half of global web traffic comes from mobile devices, and search engines like Google have algorithms that favour mobile, so it’s essential to develop a mobile-friendly website design.

Some of the key elements when it comes to mobile-first designs are:

Responsive design layouts for varied screen sizes
Compressed and optimized images for quick loading times
Lazy-loading elements (those that load as they are needed ) for faster page speeds
Core Web Vitals performance optimization
With the elements in place, you’re creating an enjoyable user experience for mobile users while also signalling to search engines that your website is well-built.

Adding Personalized and Dynamic Content

Static websites are quickly fading out. Today’s most effective sites adjust and respond based on who’s visiting. That could mean showcasing different messaging depending on a user’s location, tailoring a call-to-action based on where they came from, or displaying product recommendations based on past behaviour.

These small yet powerful dynamic touches make your site feel more relevant, more helpful, and ultimately, more persuasive.

With smart integrations, personalization doesn’t need to be complex—it just needs to feel thoughtful. When it’s done right, you’ll notice the difference in engagement and conversions.

Website Design Meets Strategy

Personalization also goes hand in hand with a smart website strategy. Modern websites aren’t built just to look good. They’re built to support business goals. That means data, intention, and performance-focused thinking should back every website design choice.

Typically, high-performing websites have:

SEO best practices added to the content and code
Clear lead capture funnels and conversion-focused CTAs
CRM and marketing automation integrations
Analytics dashboards that translate visitor behaviour into action

At the intersection of design and strategy, your website becomes more than a digital presence—it becomes a growth engine. But that growth can’t happen without your audience’s trust.

Building Trust Through Website Design

Trust is one of the most valuable assets your website can build—and every element plays a role in earning it. From the first impression to the final click, modern websites communicate professionalism, credibility, and transparency. Authentic testimonials, case studies, and real-world results show visitors that your brand delivers. Certifications, awards, and media features help establish authority, while clear privacy and accessibility statements reflect your commitment to doing things right.

Add in fast load times and secure browsing, and you’re giving users every reason to feel safe and confident engaging with your site.

When people trust your brand, they’re not just more likely to convert—they’re more likely to return.

Your Website Is Your Digital Home Base

Your website plays a central role in how people experience your brand. It’s often the first place potential customers go to learn about who you are, what you offer, and whether they can trust you.

A modern website needs to do more than just look up-to-date. It should be functional, easy to use, accessible, and aligned with your business goals. It should help visitors find what they need, understand what makes your company different, and feel confident taking the next step.

If your site hasn’t been updated in a while, it may not reflect the standards your users expect—or the ambitions your business has today.

At 9dot Digital, we help businesses redesign and refine their websites with strategy, thoughtful design, and the right technology. Whether you’re building from scratch or improving what’s already there, we can help you create a site that supports growth and delivers value to your audience.

Month: May 2025

Personalization, AI, and Tailoring the Customer Experience