Hyper-personalization is going to be key for brands in the years to come. We already see a massive move into AI assistants, promising to be our companions, simplifying our daily lives. But hyper-personalization requires tremendous volume of user data, to deeply understand their behaviour and serve them more effectively. Becoming and remaining a user’s favourite assistant is only one hurdle, becoming their agents across other services in even tougher.

Disrupting the data monopoly of Big Tech

In the current shape of the web, only big tech platforms – Google, Meta, and Apple – possess the amount of data and the reach to implement hyper-personalization effectively. The great news is that modern identity regulation (e.g. eIDAS 2.0) is creating a window of opportunity for enterprises to compete. For the first time, they can become identity providers themselves, for their own employees, partners, and customers.

Welcome to the final instalment of our blog series where we dive into the practical side of hyper-personalization and explore the significance of real identity in this context.

The Path to Hyper-Personalization

As businesses pivot towards more customer-centric models, implementing hyper-personalization begins with a robust digital infrastructure capable of handling vast amounts of data. This infrastructure must respect user privacy, operate seamlessly across platforms, and most importantly, recognize and protect the real identities of users.

The Value of Real Identity

Consent mechanisms, permanent & temporary authorizations, and seamlessly connected sign-in must be at the heart of this infrastructure. When paired with real identity, the benefits are twofold. For consumers, it means greater control over their digital selves, with the assurance that their data is not being misused. For businesses, it means authentic interactions with their customers, leading to insights that are far more accurate and valuable than those derived from anonymized data.

AI and Authentic Engagement

The importance of Real Identity becomes more evident due to the rise of bot traffic which raises concerns over the authenticity of engagement metrics. Before devoting resources in attempting to hyper-personalize experiences for their customers, it's crucial for businesses to distinguish between real and artificial interactions. Once again, user consent and progressive user consent to data sharing have a massive role to play.

Conclusion

As we move forward, the implementation of hyper-personalization is a huge opportunity for enterprises to gain a competitive edge comparable to that of Big Tech. For businesses ready to embark on this journey, the rewards are clear: deeper customer engagement, stronger loyalty, and a competitive edge in a market that values both personalization and privacy. The future of hyper-personalization is not just about understanding the customer—it's about respecting them, too.