What’s the difference between personal and personalization? Yext chief data officer and frequent Localogy conference keynoter Christian Ward sees a big difference between the two. Not only that, but one is facing its demise, and the other is primed to flourish. Can you guess which is which?
First, for definitions, Ward defines personalization as a euphemism that’s often used for questionable actions like surveillance and ad-driven personal data collection. Meanwhile, personal defines more genuine, consent-driven, and innocent interactions between brands/networks and consumers.
“Personalization has often been a veiled term for surveillance, prioritizing data extraction over genuine connection,” Ward told Localogy Insider. “In contrast, the personal represents a private, informed, and fair exchange between two or more parties.”
Intent and Consent
When looking at this white-hat / black-hat delineation in consumer online interactions, a key factor is user intent and consent, as noted. This is obviously harder to obtain, which is why the more nefarious personalization route is often taken as a shortcut. But personal is more valuable for everyone involved.
“Whether between a consumer and AI or a human-powered brand, this interaction is intentionally private, with a clear awareness of what is being shared – often leveraging zero-party data,” said Ward.
The operative term is zero-party data – one of the fancy words we in the industry use for data that flows voluntarily from opted-in users. This coveted dynamic is often achieved with consumers when there’s a genuine and direct connection, without third-party opportunists that plant themselves in the middle.
Flow State
The other key term above is AI. One of the driving factors behind Ward’s statement is that we live in a time when this personalization/personal delineation is relevant. And that brings us back to the diverging fate and survival of each. The rise of AI offers the potential – if used correctly – to cultivate the personal.
“Thanks to advancements in AI and access to structured knowledge, truly personal interactions with brands can scale like never before,” he said. “This marks the welcome demise of personalization.”
There will likely still be nefarious actors and those who take shortcuts towards the personalization end of the spectrum. But Ward rightly points to AI as offering the capacity to reach that long-coveted flow state of personal connections with consumers. We’ll see who grabs that opportunity and runs with it.
“The era of personalization is over,” said Ward. “Long live the personal.“
