Put the ‘person’ back into personalization

Remember walking into your favorite neighborhood café, where the barista not only remembers your name but knows exactly how you like your coffee? That feeling of being truly seen as an individual creates a powerful connection.  

In the rush to embrace data-driven marketing, many brands have forgotten this fundamental truth.  

Today’s marketing landscape overflows with “personalized” communications that feel mechanical and impersonal. We’ve all received those emails: “Dear [First Name], based on your recent purchase, you might like…” The algorithm knows your purchase history, but it doesn’t really know you.  

When personalization becomes nothing more than sophisticated data-driven stereotyping, it doesn’t strengthen customer relationships—it undermines them. 

The irony is striking. In scaling personalization through technology, we’ve stripped away what made personalization powerful in the first place: genuine human connection. It’s the difference between a friend remembering your birthday and a stranger reading it off your ID card. Both acknowledge the same fact, but only one carries emotional weight. 

We need to recapture the essence of “old school personalization” rooted in human connection, not just data collection. Like when Norm walks into the bar on “Cheers” and everyone calls out his name; they not only remembered his name and preferences, they understood his personality, celebrated his victories, and supported him through setbacks. But how do we achieve this authentic connection in a digital world serving millions of customers? 

The answer isn’t abandoning AI and data. It’s using them strategically to enable more meaningful, authentic human interactions. 

Forward-thinking brands find this balance by using technology to identify meaningful moments where human touch makes the difference. Their systems use AI to handle data analysis and humans to provide the emotional intelligence algorithms cannot replicate. 

For example, when a customer celebrates a milestone anniversary with your brand, an algorithm or system can identify this key data point. But what transforms this from a marketing opportunity into relationship building? The human element. This achievement could trigger a workflow prompting a personal video message from customer success authentically noting the ups and downs and celebrating the customer for continuing to choose your brand through it all. Or the store manager at the location where the customer most frequently shops sends a personal note.  These actions might translate into increased purchases. But the greater impact comes from a fundamental shift in how customers feel about the customer-brand relationship—transforming the brand from “where I shop” to “people I trust.” 

AI excels at pattern recognition and prediction, analyzing volumes of data to identify relevant trends and anticipate results. But the power of these predictions only emerges when insights combine with human outreach. 

Strategic application of predictive AI enables truly personalized interactions like a customer service representative proactively reaching out to say, “We’ve noticed your package might be delayed because of tomorrow’s snowstorm. Would you like us to explore expedited options?” The customer experiences efficient service and genuine care. Technology identifies the issue, and human connection transforms potential disappointment into tangible evidence that the brand truly values the customer and their experience. 

Modern loyalty programs are more sophisticated—acknowledging preferences and offering personalized rewards—but many still feel disconnected and mechanical. The difference is transparency about why a specific reward was selected and a more human element in its delivery. 

A representative explaining, “We noticed you’ve been purchasing sustainable products lately, so we thought you’d appreciate early access to our new eco-friendly line,” transforms the exchange. The reward isn’t just algorithmically appropriate; it shows the company recognizes and values the customer’s personal priorities. 

Feedback systems benefit from technology and people working together. AI efficiently collects and analyzes customer input at scale, and emotional loyalty is created when customers see their suggestions reflected in company decisions and receive personal acknowledgment of their valuable contributions from the brand. 

When leadership personally reaches out to customers whose suggestions shaped new features, it elevates the relationship from transaction to collaboration. These customers become true advocates who feel personally invested in the brand’s success. 

Practical applications: AI-Informed human connection 

The future of personalization isn’t choosing between technological efficiency and human connection—it’s leveraging each for maximum value: 

• AI-Detected customer rescue programs use sentiment analysis to identify at-risk customers and deploy team members for personal intervention. Technology spots the critical moment; humans provide the empathy that repairs the relationship. 

• Blended loyalty programs use AI to select personalized offers while preserving human delivery for high-value moments. The algorithm determines what matters to each customer, but a person ensures the delivery feels genuine. 

• Emotional, connected milestone recognition employs AI to track significant customer events while equipping human teams with context for meaningful outreach. The emotional impact comes not from identifying the milestone but from how it’s acknowledged. 

As AI advances, the temptation to automate every customer interaction grows stronger. Resisting this trend isn’t nostalgic; it is understanding what builds lasting relationships. 

Brands that thrive use technology to enable meaningful human connections rather than replace them. They recognize that personalization isn’t just accurate targeting or customized offers—it’s making customers feel genuinely seen, valued, and understood. 

To put the “person” back in personalization, remember that behind every data point is a human with unique needs, preferences, and emotions. Create systems where technology and humanity enhance each other, and your brand will build relationships that are both personalized and authentic—the foundation of lasting loyalty.