Personalization has been the big promise for the past 15 years. CMS vendors, design agencies and consultancies have set the expectations for advanced functionality that anticipates what users need and put the right products and content in front of them in real time. The problem is that this vision is still a long way from reality. Meaningful personalization requires meaningful knowledge and content assets, the use of analytics to understand and model customers, prediction to anticipate what they need and principles of AI to fulfill the promise.
This roundtable will review the state of the industry and discuss the problems and challenges inherent in understanding and anticipating user needs and ways that organizations can move the needle, improve engagement and move up the personalization functionality maturity curve.