Lone female in red in a crowd of commuters Source: Midjourney

Empowering Private Personalisation: Customer-Centricity in the Age of AI

Empowering Private Personalisation: Customer-Centricity in the Age of AI 1456 816 StJohn Deakins

Personalisation has been the holy grail of marketing in the digital age. Companies across industries have strived to deliver tailored experiences to their customers, leveraging data to offer targeted offers, coupons, and recommendations. However, traditional approaches to personalisation have increasingly raised concerns about privacy and data security, leaving customers feeling vulnerable and exposed. The traditional approach to personalisation creates a privacy conundrum, an unsolvable paradox.

Enter the New Era: Secure and Private Personalisation

Fear not, for a new era of personalisation has arrived, one that empowers customers to take control of their data while still enjoying the benefits of the tailored experiences that they now expect. Welcome to the era of private and secure personalisation, where the customer is in charge.

“The beauty of personalization lies in its ability to turn everyday moments into extraordinary memories.” – Angela Ahrendts

Data Ownership: Putting Customers in Control

In the past, personalisation was synonymous with companies collecting vast amounts of user data and analyzing it behind closed doors to understand customer behavior. This approach often raised eyebrows, as consumers were left wondering what personal information was being collected, who had access to it, and how it was being used. The lack of transparency and control over their own data left many feeling uneasy. It is the potential harms for citizens and society that are driving ongoing waves of ever tighter privacy regulations.

In the new paradigm, data ownership is at the forefront of the personalisation revolution. Start-ups, like ours, empower customers to gather and store their life data privately and securely on their own devices. This shift in approach puts the customer back in control of their personal information, ensuring that they have the final say over how it is used and shared. The result is clean, rich, consented and real-time customer data interactions that build relationships and trust.

The Power of Personal AI: Keeping Data Local and Secure

Central to this evolution is the advent of personal Machine Learning (ML) and Artificial Intelligence (AI) that operate locally on the customer’s device, what we call “edgeAI”. Unlike traditional AI models that rely on sending data to remote servers for processing, personal AI eliminates the need to expose sensitive information to external entities, mitigating privacy risks significantly.

“Personalization is not just about giving people what they want; it’s about understanding their needs even before they do.” – Steve Jobs

Over time, the personal AI acts as a private virtual assistant, getting to know the customer better as it learns from their behaviour and preferences over time. By staying on the device, this AI can offer tailored recommendations and coupons without compromising the customer’s privacy. It’s like having a personalised shopping companion that knows your preferences intimately but doesn’t need to access your personal data on some distant server. Simultaneously Personal and Personalised.

Building Trust Through Privacy-Conscious Personalisation

When customers have control over their data, and AI processes it locally, they can rest assured that their sensitive information remains within their possession. This assurance fosters a deeper sense of trust between the customers and the company, resulting in stronger and more lasting relationships.

Balancing Personalisation and Privacy: Striking the Perfect Equation

While personalisation is vital for enhancing customer experiences and driving engagement, it must not come at the cost of privacy. The new approach strikes the perfect balance by providing customers with relevant and personalised offers without compromising their data security.

The data collected by the personal AI remains on the customer’s device, and its insights are used exclusively to improve the customer’s experience. There is no need to share personal information with external servers, reducing the risk of data breaches significantly. This level of privacy ensures that customers can enjoy the benefits of tailored offers and coupons without fear of their data being exploited.

“The age of personalization is not the death of privacy; it’s the renaissance of relevance.” – Adele Revella

The Future of Personalisation: Customer-Centric and Ethical

As the digital landscape continues to evolve, the future of personalisation lies in empowering customers with control and transparency. The era of private and secure personalisation has arrived, putting customers back in the driver’s seat of their own data.

In this new era, companies need to prioritize customer trust and data ownership. By adopting privacy-conscious personalisation practices, businesses can build stronger relationships with their customers, foster loyalty, and differentiate themselves in a crowded marketplace.

The Evolution of Personalisation

Like me, you likely also feel in your bones that we must bid farewell to the old ways of personalisation, where data was harvested without consent, and usher in the new era of personalisation, one that respects and protects customer privacy.

“When privacy and personalisation converge, magic happens – intimate experiences and better life outcomes flourish, without sacrificing personal autonomy and privacy”. – StJohn Deakins

So, yes, traditional personalisation is dying, and so it should; but empowered, private personalisation has now evolved to serve as the more customer-centric, ethical, and secure alternative. The future of personalisation is bright, and it belongs to those who champion privacy and transparency while still delivering delightful and tailored experiences to their valued customers. Long live, empowered, private personalisation!

Lone female in red in a crowd of commuters Source: Midjourney

Lone female in red in a crowd of commuters Source: Midjourney

StJohn Deakins

StJohn founded CitizenMe with the aim to take on the biggest challenge in the Information Age: helping digital citizens gain control of their digital identity. Personal data has meaning and value to everyone, but there is an absence of digital tools to help people realise its value. With CitizenMe, StJohn aims to fix that. With a depth of experience digitising and mobilising businesses, StJohn aims for positive change in the personal information economy. Oh… and he loves liquorice.

All stories by: StJohn Deakins