A new report from Apply Digital, a digital transformation partner for global brands, highlights how artificial intelligence (AI) is quickly becoming central to personalized customer experiences across North America and the UK. Based on a survey of 400 senior business leaders, the report—“2025 Leadership Priorities in Personalization”—shows how AI adoption is accelerating across digital channels.

Findings from the Report

1. AI as the Backbone of Real-Time Personalization

• Businesses are embedding AI into digital storefronts, pricing strategies, search functionalities, and promotions.

• AI is shifting from experimental to strategic in the customer experience (CX) journey.

2. Most Adopted Use Cases

• Enhanced Search Interfaces

  • 67% currently use AI-powered search features like autocomplete and chat-based tools.

  • 28% plan to adopt them within the next 12 months.

• Dynamic Pricing Based on Behavior

  • 60% of businesses have implemented it.

  • 33% plan to introduce it in the next year.

• Personalized Discounts and Offers

  • 55% already offer them via AI.

  • 36% plan to do so within 12 months.

Executive Insights

Brian Browning, VP of Enterprise Solutions at Apply Digital, explains:

“Businesses are rapidly making AI a priority for real-time personalization. Regardless of size or sector, companies are embedding it to create smarter, faster, and more relevant experiences.”

Regional Trends and Consumer Expectations

• The U.S. leads in current AI adoption, but UK businesses show stronger intent to adopt within the coming year.

• All sectors — from B2B and retail to CPG, media, and sports — are investing heavily in personalization.

Consumer Sentiment

• Nearly 70% of consumers, and 80% of those aged 18–24, value personalization.

• However, 40% want more transparency and control over how their data is used.

The Path Forward: Empathetic and Transparent AI

Browning emphasizes the importance of trust:

“AI can enable one-to-one experiences at scale, but it must be implemented with empathy and transparency.”

• Over 50% of businesses expect to invest more than $1 million in personalization efforts in 2025.

• With agentic AI tools (like intelligent digital assistants) on the rise, businesses are preparing for a future where automated systems co-create the customer experience.

AI-driven personalization is now a competitive necessity. As businesses race to deliver individualized experiences at scale, the leaders will be those who balance technology with transparency, gaining customer trust while delivering relevance in real time.