TED Business The power of personalization in the age of AI | Mark Abraham
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Oct 28, 2024 
Mark Abraham, a senior partner at BCG and founder of their personalization business, shares his expertise on the transformative power of personalization in the AI era. He discusses the crucial difference between true personalization and mere customization, highlighting successful examples from Netflix and Starbucks. Abraham emphasizes a 'less is more' approach that enhances customer satisfaction and trust. He also explores how effective personalization can strengthen leadership and foster meaningful connections within teams, promoting a positive workplace culture.
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Urgent Care Frustration
- Mark Abraham shared a negative experience at an urgent care.
- He had to fill out the same form repeatedly despite prior visits, highlighting poor personalization.
Personalization Fails
- Abraham shared examples of poor personalization, like receiving irrelevant dog treat ads after a pet's death.
- He also mentioned inaccurate targeting with senior product ads after buying a cane for his uncle.
True Personalization Defined
- True personalization uses insights from one interaction to improve the next, focusing on experience over product tailoring.
- Abraham's team created a Personalization Index (0-100) to measure brands' personalization effectiveness.