The State of Personalization in Digital Marketing
Personalization has evolved from a niche tactic into a core pillar of modern digital marketing, with 87% of brands planning to increase their investment over the next year. Despite widespread adoption, a significant gap exists between perceived and actual maturity—most marketers self-report as advanced, yet data reveals persistent challenges around disconnected tools, siloed data, and measurement. AI is accelerating progress, with 93% of brands and 94% of agencies agreeing it improves personalization, though only one in five have fully integrated it across channels. The findings highlight a growing divide between marketers who can execute personalization at scale and those still held back by foundational gaps in data infrastructure and cross-channel orchestration.
In this guide, you'll explore
- 93% of brands and 94% of agencies agree AI is improving personalization, but only one in five have fully integrated it across all channels.
- 87% of brands plan to increase their investment in personalization over the next 12 months, with more than one-third expecting a significant boost in spend.
- 77% of agency marketers say quantifying and communicating the results of personalized campaigns remains a key challenge.
- 47% of agencies and 45% of brands believe AI-powered cross-channel orchestration will have the greatest impact over the next 2–3 years.
- Advanced marketers are nearly twice as likely to use dynamic creative optimization (DCO) compared to those still developing their personalization efforts (58% vs. 37%).