ai that reads customer reviews

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A USA Today Bestseller

In a world where consumers expect more—instantly and seamlessly—personalization is a strategic imperative.

Consumers want personalized experiences, but few companies are rising to the challenge. Those that succeed in personalization build trusted relationships with millions of customers and engage with them at every step throughout their journey. Through the power of AI, they rethink their operations and unleash the creativity of their teams to fine-tune every interaction, delighting customers in the process.

But most companies are not doing personalization well, leading to wasted money, squandered effort, and missed expectations. To be done effectively, personalization must be a critical element of an organization's strategy.

Personalized is a playbook for delivering true personalization at scale. In this book, Boston Consulting Group's Mark Abraham and Harvard Business School's David C. Edelman describe Five Promises of Personalization:

Empower Me: Understand each customer's needs and how best to meet them.Know Me: Win customers' trust and permission to use their data to improve their experience.Reach Me: Reach out to the right customer, in the right channel, at the right time.Show Me: Tailor unique content to be relevant to each customer, enabled by generative AI.Delight Me: Design new ways of working and ensure continuous improvement, so a customer's experience feels magical.

With detailed examples across industries—including retail, health care, banking, technology, and travel—this book will help executives learn how to put personalization at the center of their strategy, accelerate growth, and capture their share of the $2 trillion personalization prize.

From the Publisher

Personalized: Customer Strategy in the Age of AI – Publishing October 15, 2024

Publisher ‏ : ‎ Harvard Business Review Press (October 15, 2024)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 288 pages
ISBN-10 ‏ : ‎ 1647826276
ISBN-13 ‏ : ‎ 978-1647826277
Item Weight ‏ : ‎ 1.15 pounds
Dimensions ‏ : ‎ 6.1 x 1.2 x 9.2 inches
Reviewer: Scot A Cook
Rating: 5.0 out of 5 stars
Title: Timely and Relevant AI Personalization
Review: With the digital acceleration, a book with relevant, relatable, and actionable messages, lessons, and examples is not an easy feat. Abraham and Edelman's book is a call to action - for leaders that your advantages are about to erode, for adopters you have to triple your commitment, and for laggards there is hope that an agile approach tackling low hanging fruit will yield impactful results quickly. Their examples show how many huge gains still to be had for everyone, and their prize of either huge growth or Chapter 11 motivate everyone.Bravo for getting the right book to market at the right time and getting us all to dream of how we want to shape the now.

Reviewer: Orshi A.
Rating: 5.0 out of 5 stars
Title: An Inspiring, Relevant Guide to Winning with Personalization
Review: This book proved invaluable, offering deep insights and practical examples on how to rise to the challenge when it comes to delighting customers through AI-powered personalization. It serves as a comprehensive guide for leveraging personalization as a competitive edge in today's market. I found the Five Promises of Personalization especially enlightening, shedding light on how to navigate and win in this brave new world of personalized experiences.

Reviewer: Amazon Customer
Rating: 5.0 out of 5 stars
Title: Superbly written!
Review: Mark Abraham and David Edelman’s book is superbly written and will help marketers consider how well they truly know and honor their customers. The brand stories are engaging and compelling case studies in personalization done well or gone wrong. With so much AI at brand’s fingertips, Mark and David prove that brands must move or be left behind.

Reviewer: Faisal A. Baig
Rating: 5.0 out of 5 stars
Title: Timely Guide for Personalization
Review: The book is a timely, hands-on guide for personalization. The framework is straightforward and easy to apply. Real examples from various industries like travel, retail, financial, fashion, and healthcare make the book very practical. Perfect for professionals looking to create personalization experiences at scale in their organization.

Reviewer: Lori Lepler
Rating: 5.0 out of 5 stars
Title: A Must Read - Highly Relevant and Timely!
Review: PERSONALIZED does an excellent job of helping marketers understand what True Personalization means and how to more effectively meet the expectations of today’s demanding consumers. The authors provide a multitude of highly-relatable examples across categories as varied as Healthcare, Retail and Financial Services with a simple 5-step personalization roadmap. I have already recommended this book to several clients!

Reviewer: mike s.
Rating: 5.0 out of 5 stars
Title: Love this book. Practical. Specific. Based on real case studies
Review: Bright easy read. Abraham and Edelman tell their stories from the trenches of modern marketing warfare. You learn quickly that a systematic approach, research based unlocks customer need. They then unleash how to's on using AI and other practices to earn loyalty, reference, and advocacy. For anyone who wants to understand, serve better, get close to the customer, this is the book. I've been waiting for this for a long time. Thanks for putting it all in one place. Highly recommend.

Reviewer: Kaine Robertson
Rating: 5.0 out of 5 stars
Title: A Practical Starting Point for Small-Scale AI Personalization
Review: Personalized: Customer Strategy in the Age of AI by Mark Abraham and David Edelman provides a valuable framework for companies looking to leverage personalization. For those of us working with small to mid-sized clients, the book is particularly helpful in its practical recommendations for resource-limited businesses. The authors highlight a modular approach that allows smaller companies to integrate affordable AI and personalization tools without incurring the high costs associated with enterprise-level implementations.One compelling example is Sweetgreen, which utilized off-the-shelf solutions to build targeted digital interactions, leveraging its app to engage customers in a way that scaled affordably. For my team, working with data-intensive AI products in retail, this resonates strongly. We’ve seen similar success when helping smaller retail clients develop customer-driven strategies by focusing on manageable, high-impact use cases. The “self-funding” model Abraham and Edelman describe is another valuable tactic. This approach allows small businesses to start with limited-scope personalization projects and scale their efforts by reinvesting revenue gains—a strategy that aligns well with our work on incremental data deployment.However, while the book succeeds in providing a roadmap for small business personalization, it sometimes misses the mark on tactical depth. For example, small companies face real constraints not only in technology budgets but in staffing AI roles. The authors could strengthen their message by including more detailed tactics on low-cost implementations or partnerships that could help smaller firms manage these challenges directly.Overall, Personalized is a forward-looking guide for companies of all sizes but particularly offers strategic value to smaller businesses aiming to develop cost-effective personalization. With a more hands-on approach, it could serve as a more comprehensive playbook for resource-limited companies trying to drive growth through AI-driven customer experiences.

Reviewer: Rachael Stein
Rating: 5.0 out of 5 stars
Title: Practical & insightful read!
Review: I read a lot of the HBR publications to try to stay up to date on business trends & management strategies - and I must say, this book ranks amongst the top business books that I've read. Personalized breaks down complex marketing & customer engagement concepts into digestible themes with real case studies to bring the concepts to life. It's easy to throw around AI buzzwords these days - but I found the book to be a compelling take on how business leaders can effectively engage customers at scale leveraging both strategic processes and emergent technology. I found myself discussing the topics in the book with my team and with my clients - and would highly recommend that any business leader or marketing professional consider this a "must read"!