Personalization at Scale: 10 Examples of Brands Getting It Right

Traditionally, organizations have treated many of their customers very similarly with products and services aimed at hitting the broadest most generic group of customer needs and truly personalized experiences limited to the most high-touch, white glove service models. Over the past decade, we saw a shift from organizations thinking and treating their customers alike in this way to being able to deliver more personalized experiences aimed at the segment or persona that an organization believed that a customer fit into. 

More recently, as organizations have captured ever more granular data on their customers and a proliferation of tools have come to market aimed at predicting customer needs,  behavior and automating the delivery of products, services and experience to these customers in real time, we are beginning to see great examples of organizations being able to deliver truly one to one personalized experiences to customers at scale. 

Recent research from Salesforce
 has shown that customers are increasingly expecting the organizations that they do business with to know them and deliver these personalized experience. It will be important for experience and marketing leaders to put in place a personalization strategy in order to meet customer demands and continue to compete in the market. 

1. Vi Trainer

Vi Trainer, an innovative fitness app, harnesses the power of advanced AI to offer users a hyper-personalized training experience. By collecting data on each user’s physical activity, heart rate, and even environmental factors like terrain and weather, Vi Trainer is able to adjust workouts in real time. This AI-driven approach not only considers the user’s fitness goals and progress but also their real-time performance and endurance levels during workouts. 

As a result, each training session is uniquely tailored to the individual, maximizing effectiveness and enhancing motivation. Vi Trainer’s sophisticated use of detailed, real-time data demonstrates how companies today can leverage technology to deliver personalized services at scale, transforming how users interact with products and achieve their fitness goals.

2. Idomoo

Idomoo stands out in the personalized video marketing space by using data to craft unique user experiences. Their platform leverages a dynamic video engine that integrates personal data directly into video content, making each piece feel distinctly tailored to the individual viewer. 

By analyzing customer data such as past interactions, purchase history, and personal preferences, Idomoo’s videos address customers by name, reference their specific needs, and suggest relevant products or services. Their ability to customize content in real-time not only enhances customer engagement but also significantly boosts conversion rates. Idomoo’s innovative approach highlights the power of personalization in marketing and demonstrates how precise, data-driven content can fundamentally transform customer relationships and drive business success.

3. Mercedes MBUX Virtual Assistant

Mercedes-Benz has revolutionized in-car technology with its MBUX (Mercedes-Benz User Experience) system, an intelligent virtual assistant designed to enhance the driving experience through high-level personalization. Their system seamlessly integrates user data and artificial intelligence by employing sophisticated AI algorithms that analyze a wealth of granular data from individual drivers.

 By capturing subtle nuances in driver behavior, preferences, and repeated patterns—such as frequent destinations, temperature settings, and preferred routes—MBUX can predict needs and adjust various aspects of the vehicle environment accordingly. For example, it might suggest the quickest route home during rush hour or adjust the interior lighting and music based on the time of day and driving conditions. This ability to utilize detailed data to anticipate and meet customer needs on such a personalized level showcases how Mercedes-Benz is at the forefront of using technology to provide tailor-made experiences, setting a new standard in automotive luxury and convenience.

4. BioNTech / Siemens Personalized Therapeutics

In the burgeoning field of personalized therapeutics, the partnership between BioNTech and Siemens exemplifies the cutting-edge use of granular data to deliver individualized treatment options. To be clear on this, they can create a treatment for a particular tumor in a particular person. That’s an extraordinary leap in personalization. 

BioNTech is able to process vast amounts of genetic information quickly and accurately by leveraging Siemens’ advanced digital technologies. This capability allows them to develop patient-specific therapies, particularly in the area of mRNA-based treatments where personalization is critical. By analyzing individual genetic profiles, BioNTech can tailor medications to enhance efficacy and minimize adverse effects, significantly improving patient outcomes. This approach sets a new standard in personalized medicine and demonstrates how precise data capture and analysis are pivotal in developing treatments that are as unique as the patients themselves.

5. ChatGPT: Dynamic Content Creation

ChatGPT revolutionizes content creation by leveraging dynamic data to provide a highly customized user experience. Powered by advanced machine learning, ChatGPT analyzes user inputs to infer intent, preferences, and context and generate tailored responses. 

This AI-driven approach enables it to adapt its tone, style, and complexity based on the user’s interaction history and feedback. For example, if a user consistently asks for detailed technical explanations, ChatGPT learns to anticipate and provide in-depth responses in future interactions. This capability not only enhances user engagement by aligning closely with individual needs and expectations but also improves over time, making each interaction more intuitive and personalized. ChatGPT exemplifies how AI can be finely tuned to meet specific user demands in real-time content generation.

6. Carbon & Riddell: Speed Flex Precision Diamond Helmet

The collaboration between Carbon and Riddell has revolutionized sports safety gear with the Speed Flex Precision Diamond Helmet, a groundbreaking example of personalization in athletic equipment. Utilizing Carbon’s Digital Light Synthesis™ technology, the helmet is crafted from precise 3D scans of an athlete’s head, ensuring a perfect fit unique to each player.

 This customization not only maximizes comfort but also significantly enhances protection by distributing impact forces more effectively across the helmet. Additionally, integrated sensors gather real-time data on impacts during play, providing valuable feedback that can be used to further refine the fit and design. This level of detailed, data-driven customization showcases how advanced technologies can transform player safety and comfort in sports equipment.

7. MTailor

MTailor has redefined bespoke tailoring with a high-tech twist, using granular data to offer a hyper-personalized clothing experience directly from a customer’s smartphone. By utilizing the smartphone camera to capture a user’s measurements with 20% more accuracy than a professional tailor, MTailor creates custom garments that fit perfectly according to each individual’s unique body shape.

This process eliminates the need for in-person fittings, making it not just convenient but also exceptionally precise. MTailor’s algorithm then processes and leverages these detailed measurements in order to recommend styles and cuts that best suit the customer’s physique, ensuring each piece both fits flawlessly and complements the wearer’s personal style. MTailor’s innovative approach to traditional tailoring provides a seamless, customized shopping experience that is both modern and efficient.

8. Graze

Graze, a leading player in the subscription snack industry, blends data-driven personalization with culinary creativity to deliver a highly personalized snacking experience to its customers. By analyzing individual feedback, dietary preferences, and consumption patterns, Graze customizes each snack box to align perfectly with the subscriber’s tastes and nutritional needs. The sophisticated use of analytics enables Graze to continuously refine its offerings, adjusting portions and flavors based on real-time user feedback.

 By harnessing data on taste preferences, nutritional needs, and ingredient sensitivities, Graze ensures that every snack selection is not just a treat, but a personalized delight tailored to the individual’s palate and lifestyle.

9. Spotify

Spotify excels in delivering a hyper-personalized listening experience by expertly capturing and analyzing granular data from its users. The streaming giant utilizes algorithms to track user interactions, including play counts, skips, and searches, alongside contextual data like the time of day and device used. This rich data allows Spotify to then tailor music recommendations and curate playlists that resonate deeply with individual tastes. 

For instance, features like “Discover Weekly” and “Daily Mix” leverage user-specific data to introduce new songs and artists that align with listeners’ established preferences, effectively keeping the listening experience both fresh and familiar. This sophisticated use of detailed analytics ensures that Spotify remains a step ahead in providing a truly personalized and engaging music experience for every listener, thereby increasing customer retention and loyalty.

10. Curology

Curology demonstrates how personalized healthcare can harness data to meet precise individual needs. By collecting detailed information through initial skin assessments and ongoing user feedback, Curology tailors its skincare treatments to each customer’s specific conditions, such as acne, wrinkles, or pigmentation issues. 

This data-driven approach enables the formulation of custom skincare products, with active ingredients adjusted for the user’s unique skin profile. By continually analyzing user responses to treatments, Curology refines its formulations, ensuring that each regimen evolves with the user’s changing skin requirements. This meticulous customization not only enhances efficacy but also heightens user satisfaction, showcasing how personalized data application can revolutionize skincare solutions.

Organizations will need a personalization strategy to continue to compete for customer’s attention and business. Doing this doesn’t have to be Daunting, but it isn’t easy and must be planned and coordinated across several domains within an organization. If you would like to learn more about our experience and perspective on personalization please reach out. 

Picture of Brett Kohout

Brett Kohout

Brett is a Principal at Cortico-X with over 10 years of experience focused on digital transformation, data & analytics and experience management.

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Industrial manufacturing company embarks on digital reinvention

Problem
A leading manufacturing company identified an opportunity to leverage the data collected by its products to provide new value to its customers. The company engaged Cortico-X to create a digital services strategy, define the operating model and identify emerging technologies to power the platform.
Solution
The manufacturing company’s new data platform will share insights with clients on potential issues that could disrupt business operations. For example, a client may receive an alert that a piece of equipment requires maintenance, providing time to fix the issue before the equipment breaks down. The platform will also integrate third-party data related to weather, shipping times and supply chain disruptions, helping clients to determine the optimal times to take equipment offline for maintenance.
Result
By prioritizing the business goals, Cortico-X identified several technologies and processes that will help the manufacturer evolve from a product-based company to a data service company, including generative AI design and chaos engineering. With its new data and services platform, the company will continue to grow its business in the digital era.

Industrial manufacturing company embarks on digital reinvention

Problem
A leading manufacturing company identified an opportunity to leverage the data collected by its products to provide new value to its customers. The company engaged Cortico-X to create a digital services strategy, define the operating model and identify emerging technologies to power the platform.
Solution
The manufacturing company’s new data platform will share insights with clients on potential issues that could disrupt business operations. For example, a client may receive an alert that a piece of equipment requires maintenance, providing time to fix the issue before the equipment breaks down. The platform will also integrate third-party data related to weather, shipping times and supply chain disruptions, helping clients to determine the optimal times to take equipment offline for maintenance.
Result
By prioritizing the business goals, Cortico-X identified several technologies and processes that will help the manufacturer evolve from a product-based company to a data service company, including generative AI design and chaos engineering. With its new data and services platform, the company will continue to grow its business in the digital era.

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Result
The league anticipates that the new platform will help to engage younger fans and break down geographic barriers—while providing the tech foundation to be ready to jump into the metaverse.

Sports league breaks down barriers between digital and physical experiences

Problem
A premier sports league sought to answer a big question: how do we attract the next generation of fans and engage them in the sport? To find the answer, the league turned to Cortico-X to create a new fan platform that would break down boundaries between physical and digital experiences. The league aimed to turn games into interactive experiences that bring together fans at home and in the stadium.
Solution
Through the new platform, fans will be able to play along with games as they happen. They will take the role of team coach in a simulation, seeing if they can beat the coach on the field by making different decisions, like swapping in new players. Powered by advanced technologies like artificial intelligence and digital twins, the platform will allow fans to engage with and compete against each other. Soft LED touchscreens and concave screens will bring the virtual game into the stadium, enhancing the immersive experience.
Result
The league anticipates that the new platform will help to engage younger fans and break down geographic barriers—while providing the tech foundation to be ready to jump into the metaverse.

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Problem
A major health provider embarked on an ambitious journey to uplift the voice of their employees and embed the patient experience into its culture and operating model. In order to more meaningfully achieve their goals, leaders knew they needed to get closer to the frontline experience and more intimately understand the challenges faced by employees each day.
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Health system leaders walk a mile
in employees’ shoes

Problem
A major health provider embarked on an ambitious journey to uplift the voice of their employees and embed the patient experience into its culture and operating model. In order to more meaningfully achieve their goals, leaders knew they needed to get closer to the frontline experience and more intimately understand the challenges faced by employees each day.
Solution
Acquis Cortico-X partnered with the company to develop an immersive experience in which leadership worked to strengthen the connection with the frontline. Through the program, referred to as “Walk a Mile in MY Shoes,” executives are paired with and actively shadow employees across various functions for one to two days, when they are trained in the respective functional work areas. Through the experiential learning experience, they witness first-hand the day-to-day duties, tasks and challenges encountered while working to deliver exceptional care to patients.
Result
With two pilots completed to date, Walk a Mile is resulting in renewed perspective and strengthened connections across the organization. Employees reported feeling valued and heard on a new level, while leaders found it refreshing to step away from their often 50,000-foot view to build a greater understanding of critical responsibilities and work processes that drive strategic endeavors. While the initiative primarily aims to build empathy, leaders also collaborate with the frontline to identify solutions that alleviate challenges, improve inefficiencies and support a positive working experience. The company is now scaling the program so that it is embedded in each of its seven markets. Ultimately, the organization hopes the deepened synergies between leaders and frontline employees will improve the patient experience in previously unimagined ways.

Major health provider
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Solution
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Result
Thanks to the listening platform, employees can now respond to real-time needs with closed loop feedback and continuously improve the patient experience across all interactions. Leaders are now working to embed the patient experience into the organizational culture through new patient-focused programs and rituals.

Major health provider creates patient listening platform

Problem
A major health provider was struggling with how to understand customer needs in real-time, not to mention act in the moment to remedy problems.
Solution
Acquis Cortico-X worked across the organization to stand up a new patient experience function. This started with embedding new ways of listening through digital touchpoints, call centers and in-person moments. We developed a way to centralize data collected through surveys, QR codes and behavioral analytics in a dashboard. The dashboard collates insights at both the individual and aggregate level, enabling employees to understand priority needs and opportunities.
Result
Thanks to the listening platform, employees can now respond to real-time needs with closed loop feedback and continuously improve the patient experience across all interactions. Leaders are now working to embed the patient experience into the organizational culture through new patient-focused programs and rituals.

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A leading pharmaceutical company sought to develop a digital engagement model to reach key decision makers in its buyer group. The organization needed an efficient way to analyze social media data to identify relevant influencers and drive future investment in the program.
Solution
That’s where Acquis Cortico-X came in. We used algorithms based on AI and natural language processing to build a social media influencer list. The list prioritized influencers based on their relevance to the selected therapeutic area, reach and resonance with their audience.
Result
The data-driven analysis enabled the business to reprioritize its influencer relationships and establish new cost-effective partnerships with individuals who would have the biggest impact with target buyers.

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Solution
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Result
The data management program is now expected to enable synergies for upcoming mergers and acquisitions. Additionally, the data team has seen efficiency gains, lowered attrition and reduced compliance risk.

Pharmaceutical company identifies social media influencers with AI

Problem
A leading pharmaceutical company sought to develop a digital engagement model to reach key decision makers in its buyer group. The organization needed an efficient way to analyze social media data to identify relevant influencers and drive future investment in the program.
Solution
That’s where Acquis Cortico-X came in. We used algorithms based on AI and natural language processing to build a social media influencer list. The list prioritized influencers based on their relevance to the selected therapeutic area, reach and resonance with their audience.
Result
The data-driven analysis enabled the business to reprioritize its influencer relationships and establish new cost-effective partnerships with individuals who would have the biggest impact with target buyers.

Technology company
charts a roadmap to
maximize data value

Problem
A leading technology company was struggling with how to maximize the value of its data. They faced inefficiencies and a lack of a single source of the truth, which was leading to high attrition among frustrated data talent and decreased confidence in their enterprise reporting and analytics.
Solution
The company engaged Acquis Cortico-X to assess their data management capabilities and develop a future state data strategy using the EDM Council’s DCAM assessment framework. In addition to developing key recommendations across all aspects of data management, we developed an enterprise data office operating model and served as interim chief data officer to get the program running. This led to the development of a roadmap that will enable the company to manage its data as an asset.
Result
The data management program is now expected to enable synergies for upcoming mergers and acquisitions. Additionally, the data team has seen efficiency gains, lowered attrition and reduced compliance risk.

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path to growth through
customer experience

Problem
A regional bank knew its customer experience lagged behind industry benchmarks but struggled with how to rally its employees around its basic experience program.
Solution
Acquis Cortico-X partnered with the bank’s newly established head of customer and employee experience to chart a new path to experience-led growth. Using our proprietary experience maturity framework, we evaluated and assessed the existing experience program, capabilities, interaction and operating model.
Result
Through our analysis, we discovered the current experience program was uncovering valuable customer insights but lacked a process to drive change based on those learnings. Together, we developed an actionable roadmap and a business case for change. The bank is now moving forward with developing a continuous improvement model that will enhance the customer experience, setting the stage for growth.

Regional bank charts a path to growth through customer experience

Problem
A regional bank knew its customer experience lagged behind industry benchmarks but struggled with how to rally its employees around its basic experience program.
Solution
Acquis Cortico-X partnered with the bank’s newly established head of customer and employee experience to chart a new path to experience-led growth. Using our proprietary experience maturity framework, we evaluated and assessed the existing experience program, capabilities, interaction and operating model.
Result
Through our analysis, we discovered the current experience program was uncovering valuable customer insights but lacked a process to drive change based on those learnings. Together, we developed an actionable roadmap and a business case for change. The bank is now moving forward with developing a continuous improvement model that will enhance the customer experience, setting the stage for growth.