Once a big step forward from one-size-fits-all marketing, these techniques fall short of true personalisation. A reliance on predetermined rules, limited data points, and broad categorisations typically results in messaging that can’t speak to individual customer nuances. And marketers aiming for greater precision through more granular segmentation often find themselves dealing with an unwieldy number of segments, each requiring its own content strategy.

The AI revolution: Jacquard’s approach to true personalisation.

With our innovative use of Large Language Models (LLMs) and multi-agent systems, Jacquard is redefining personalisation – elevating it from simple data insertion and group-based targeting to sophisticated, context-aware content generation.

Our advanced personalisation engine, Contextual¹, enables us to push the boundaries of what’s possible. Here are seven keys to its success:

• Multi-agent systems for massive content generation. Instead of relying on fill-in-the-blank templates, Contextual¹ employs multiple AI agents working in concert to generate entirely unique content for each recipient. This allows for previously unimaginable scale and depth of personalisation.
• Logical pairing of attributes. The engine understands the relationships between different data points and uses this insight to create coherent, contextually-appropriate content.
• Advanced language processing. Contextual¹ ensures that the generated content is stylistically appropriate for the brand and individual recipients.
• Deep context understanding. By ingesting and analysing vast amounts of user data, Contextual¹ can see a recipient’s full story (i.e. preferences, behaviours, purchase history, and even current circumstances) to craft truly relevant messages.
• Brand and product contextualisation. The engine also has a deep grasp of brand voice and product details. This allows it to generate content that feels authentic to the brand while being perfectly tailored to individual recipients.
• Segment of one. With a granular understanding of individual context and brand interactions, Contextual¹ can create hyper-personalised content – for up to as many segments as there are customers.
• Deterministic post-processing. Our technology is unique in its use of deterministic, or symbolic-based, post-processing. This step minimises bias and hallucinations while ensuring that all messaging remains consistently on-brand.

The result? Marketing communications that are not only personalised and engaging but also accurate, unbiased, and perfectly aligned with brand guidelines. This combination of AI creativity and deterministic precision sets a new standard for personalised marketing content.

The impact of true personalisation.

Brands that choose to move beyond a basic “Hello {first_name}” or recommending products based on past purchases can expect to:

• Create nuanced, relevant messaging tailored to the customer’s current needs.
• Evolve with the customer journey – growing and changing as their relationship with the brand develops.
• Deliver consistent personalisation across all touchpoints – from email to push and SMS.
• Generate personalised content in real-time, responding to immediate context and triggers.

What’s next for personalisation?

Continued advancements will enable marketers to deliver relevance and resonance once possible only in direct human-to-human interactions. At a scale that can speak to entire customer bases.

The future of personalisation will be about understanding context, anticipating needs, and communicating in individual ways. Beyond just language – in imagery and even video. And with unwavering accuracy and brand consistency.