Just 3% of brands have no plans for AI personalisation

Personalisation efforts might be patchy at best, but brands are not giving up the ghost just yet, with 97% of businesses either already using or planning to adopt AI for at least one marketing channel, and just 3% having no plans to use the technology at all.

So says a new report from Apply Digital, which quizzed 400 senior leaders in the UK and the US, as part of a broader study into the future of personalisation.

The report, 2025 Leadership Priorities in Personalisation, finds that retail companies are among the most proactive in embracing AI to deliver tailored customer experiences – a trend driven by the need to stay competitive and respond to increasingly sophisticated consumer expectations.

It reveals that, 93% of those surveyed are already using or plan to use AI to enhance search capabilities, while a further 89% are investing in AI to personalise product descriptions.

The most used application is personalised email messaging, which is already employed by 70% of brands, with a further 27% planning to introduce it.

Seasonal promotional offers and discounts are another high growth area, which are currently employed by 52% of respondents with a further third (32%) planning to introduce it. Location-based recommendations are another key area of investment for marketers, half (52%) have deployed AI to enhance their offer to date, and 33% intend to do so in the next 12 months.

However, consumer trust remains a major concern. While 70% of consumers say they value personalisation, rising to 80% of those aged 18-24, nearly 40% want greater control over how their data is used.

Businesses that are transparent about data collection and security, and that offer clear value in return, are best positioned to build lasting relationships, the report maintains.

Apply Digital SVP of Growth Sarah Hackett said: “Today’s consumers expect engaging experiences, but personalisation isn’t just about engagement. One-to-one experiences drive revenue, repeat purchase, and long-term growth. That’s why the retail brands that combine AI with empathy and trust won’t just meet customer expectations – they’ll define them.”

Apply Digital VP of Enterprise Solutions Brian Browning added: “Personalisation is being rapidly upgraded with AI as marketers move from the experimentation stages to making this a strategic priority. Brands on both sides of the Atlantic, no matter their size or sector, are increasingly embedding this transformative technology to create smarter, more relevant experiences.”

While all sectors — including B2B, retail, media and entertainment, CPG, and sports — are all investing heavily in AI, there is a clear regional difference, with the US leading on current adoption overall. However, British businesses show stronger short-term intent as they look to close the gap.

Browning concluded: “AI technology now means brands can offer true one-to-one experiences at scale, and it seems almost everyone is looking to leverage this capability. But the winners will be those who personalise with empathy, transparency and trust. AI is an amazing tool, but it must be used wisely.”

Just 3% of brands have no plans for AI personalisation

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