Previously, personalization has meant putting people into buckets. Broader segments that are based on demographics or behaviors. Prebuilt journeys for prebuilt profiles. But here’s the reality: pre-defined segments aren’t personal enough anymore.
Customers don’t think in segments — and they certainly don’t shop that way. They expect experiences that reflect who they are: their unique preferences, intent, and interests. That’s where scalable AI comes in, unlocking a new era in personalization, one that's built specifically for an individual, rather than the average.
Personalization Starts With the Individual.
Historically, brands have relied on grouping characteristics like — gender, geography, and spend history to drive personalization. But that approach is no longer enough. AI is now scalable, cost-effective, and accessible. That means brands can move beyond the limitations of segments to deliver truly individualized customer experiences in real time and at scale.
This is a shift away from content that feels prepackaged to experiences that feel entirely custom, rooted in real-time data and AI intelligence.
Build Experiences That Adapt to the Customer — Not the Other Way Around
At Astound Digital, we believe the most powerful personalization happens when the experience is built around the individual. Not when the individual is forced to choose from a set of options that were never really made for them.
That means using AI to create dynamic, adaptive journeys that evolve as the customer does:
- AI-Generated Content:
New to a category? Browsing casually? Ready to buy? AI can generate content tailored to where the individual is — and guide them to what’s next in a way that’s helpful, not intrusive. - Dynamic Pricing:
Free shipping? A loyalty perk? A personalized discount? AI can tailor offers to what the customer actually values — and turn pricing into a powerful engagement lever. - Previous Interactions:
What have they asked before? What did they click, skip, or abandon? Using that data to anticipate next questions or needs isn’t just smart — it’s the future of proactive service.
Personalization at the Point of Payment with Adyen
When it comes to delivering truly personalized shopping experiences, payments are often the hidden driver of loyalty and conversion. Our partner Adyen brings critical insights to this conversation with their most recent Retail Index Report.
Some key takeaways:
- 52% of consumers would be more loyal to a retailer if they could purchase an item out-of-stock in-store and have it shipped directly to their home.
- 54% of consumers are more likely to shop with brands that give them discounts through loyalty programs, but 43% feel those programs rarely offer what they actually want.
- 40% of customers will abandon a purchase if payment takes too long.
This data underscores a simple truth: personalization doesn’t end at the storefront — it extends all the way through checkout and payment. By combining Astound’s expertise in building individualized journeys with Adyen’s ability to unify commerce and unlock real-time insights, brands can deliver experiences that feel seamless, rewarding, and personal from start to finish.
>> Learn more about how Adyen’s data and platform fuel the next wave of personalized commerce Adyen Index Report
Your Next Move: Enabling True Individualization
So how do you get there? It starts with building the foundation:
- Get closer to your data.
Understand who your customers really are through their interactions, behaviors, and preferences — not just what bucket they fall into. - Break silos across teams.
Bring together CX, marketing, data, and product to explore what’s possible when you unify around the customer. - Upskill and empower your teams.
This next era of personalization will be led by people who understand how AI can enable creativity, empathy, and strategy. - Invest strategically in tools that scale.
From AI-powered content engines to recommendation algorithms to journey orchestration — the tech exists. Now’s the time to activate it.
At Astound Digital, we help brands design and deliver experiences that feel intelligent, intuitive, and individualized. We now live in a world where every customer expects more, being personal is no longer a nice-to-have — it’s the only way to stand out.
Let’s map out your personalization strategy — book a complimentary assessment.