The future of personalization:
AI & real-time insights

We’ve been thinking about personalization all wrong.

Last December, Salesforce¹ found something striking: over 80% of younger consumers switched brands in the past year, with nearly three-quarters of all shoppers doing the same. People aren’t just open to leaving—they’re actively hunting for better experiences. The problem? Most brands are still playing yesterday’s game, endlessly retargeting based on what customers did months ago.

Clare Lawson from Ogilvy One nailed it when she said companies need to stop “chucking the data back at people”² with offers based purely on purchase history.

Here’s the thing: just because I bought running shoes last spring doesn’t mean I want running gear ads forever. Even as brands get better at personalization, consumers aren’t feeling the benefit. Most personalization efforts fall apart when you can’t close the gap between being seen* and feeling understood. (*Literally, being seen on a website.)

Past behavior tells you where someone’s been, not where they’re going. The problem? Only look back, and consumers smell that approach from a mile away.

At LoopMe, we saw this shift happening early. Instead of building another backward-looking system, we focused on what’s next. Our platform uses AI to predict what might actually matter to someone right now. We measure success by real business outcomes, not click-through rates.

And we only ask for data when we can deliver genuine value in return.

That last point matters more than ever. Visa’s research from last March showed that 80% of Americans will share their information—but only when there’s a clear, fair trade-off. Consumers want personalization, but they don’t want to be profiled. The tradeoff must feel fair—because trust is now the entry fee to relevance.

The brands that thrive will be the ones that can honestly say: “Here’s exactly why we need this data, and here’s what you get back.”

LoopMe was designed for this reality. Smart, ethical, and effective aren’t competing priorities for us. Real personalization should feel like someone actually gets you. Not like you’re stuck in an endless loop of irrelevant ads.

By Gita Bhatia – Senior Director of CPG

¹ Salesforce, State of the Connected Customer, Dec 2024 (Edition 7)
² Campaign Live, Clare Lawson at Ogilvy One, May 2024