How AI and Behavioral Data Are Transforming Personalized Marketing | Insights from RYA's Mark Himmelsbach

1. In what ways can aspirational survey insights complement behavioral data to improve the effectiveness of AI-powered marketing campaigns?

Intention + action = marketing gold. What people say they want to do and what people actually do doesn’t always match up, and that’s where the opportunity lies. Our survey data asks a very hopeful question – where would you spend your free time or extra money. That gets people in their most optimistic state. Our behavioral data reports on what people actually do with their free time or extra money. That provides a look at people in their most realistic state. Analyzing the gaps and overlaps between the two data sources with ML and AI leads us to sharper insights and better creative ideas. 

2. What challenges might arise when combining AI-generated content with behavioral intelligence, and how can they be mitigated?

We believe that RYA makes our creative humans better, rather than serving as a substitute for them. With so much data at hand we sometimes over-rely on the numbers and forget about innate human qualities that make something better  – taste, nuance, and understanding of the variety of organizational, political, and cultural landscapes. It’s essential to not let AI take complete control. At this point in the evolution of AI content, humans still own the overall craft of what makes them professionals: produce the narrative, act on the insights, and explain the "why" behind their work.

3. What measures are essential to ensure consumer data privacy and compliance when utilizing behavioral data in AI-driven marketing? 

For advertisers and marketers, the combination of AI and BI comes with new opportunities and responsibilities. On one hand, we can craft more meaningful, timely experiences that drive deeper engagement and loyalty. On the other hand, we need to think critically about data ethics, consent, and transparency. Just because we can personalize down to the individual level doesn’t always mean we should – at least not without a clear value exchange and trust built with the audience. We continually align with privacy regulations and design strategies that put the consumer first – because the future of personalized marketing will belong to brands that are not only smart, but also respectful and human in their approach. This means, collect only what’s necessary and be clear about how the data will be used, ensure consumers have a clear, easy way to opt in and out while controlling their data preferences, and build internal guidelines to prevent bias and ensure AI decisions align with brand values.

4. How can small to mid-sized enterprises leverage such advanced AI-driven marketing tools to compete with larger organizations? 

The advance of AI-driven tools means a greater parity across marketing organizations, regardless of headcount, budgets, or industry. Previously, only Fortune 500 brands, and usually those in the consumer space, were known for highly creative and bold campaigns. Those companies were able to take risks and reap the rewards because of their large budgets and ability to test-and-learn into success. We have created RYA to allow any company to think boldly without the need to find their way over time. Using our proprietary audience data, RYA can generate insights on any audience (down to 0.25% of the US population) and then develop ideas that will resonate with that audience. We’ve seen RYA generate compelling ideas for new startups and for established Fortune 50 companies.

5. What metrics should be used to evaluate the success of marketing campaigns developed through the integration of AI and consumer behavioral data? 

The first way to know if a marketing campaign is successful is if it drives business results – awareness, consideration, purchase, loyalty, and so on. That is true for a campaign generated completely by humans or completely through AI. If it doesn’t change consumer behavior then it isn’t successful. Where AI tools like RYA help is through efficiency and effectiveness. RYA helps marketers go faster, cutting time spent on developing strategies and ideas by about 97%. RYA helps marketers think more broadly by generating ideas spanning 180 genres and finding new ways to engage a customer.  

6. How do you foresee the evolution of AI and behavioral data integration shaping the future of personalized marketing?

Just because we can do something doesn’t mean that we should. This is true for using AI to get to precise personalized marketing. Blending AI and behavioral data means we can get to near-infinite levels of personalization in the near future. But that could easily violate the trust brands have with their customers. Instead, we should use data to make people feel a part of something – attract them to content and experiences that we know they’ll love, interact digitally or in real life with people like them, make sure brands are additive and not interruptive.