How AI is Transforming Customer Understanding

Artificial intelligence (AI) has completely changed the way businesses get to know their customers. The days when companies relied just on basic demographics or gut feelings have long gone. These days, the leading brands use AI to better understand customer behaviour, predict what they want, and deliver personalised experiences that actually work.

With 80% of marketers believing AI will transform marketing by 2025, knowing how to make the most of these tools isn’t just useful — it’s essential to stay competitive.

Modern AI systems can analyse thousands of customer interactions and recognise emotions, intent, sentiment, and effort. They uncover insights that would take human analysts months to find. This doesn’t replace human judgement — it improves it with greater accuracy.

The benefits are obvious:

• More personalisation: AI helps create experiences that customers feel are made just for them, increasing engagement and satisfaction.

• Better predictions: Marketers can predict who is more likely to open emails, click links, or buy products.

• Personalisation in real time: AI allows personalising content quickly and accurately as customer behaviour changes.

When testing AI-generated images of “ketchup,” Heinz discovered the results almost always showed their signature bottles. That insight inspired a memorable advertising campaign using their classic slogan — “It has to be Heinz.”

Beyond knowing your music tastes, Spotify’s AI studies skipping habits, playlist choices, and mood from the songs you pick to craft personalised radio experiences that sound truly human.

Their AI doesn’t just look at what you’ve watched but also takes into account how long you watch, whether you finish shows, which device you use, and even the time of day. This clever approach keeps 93% of viewers returning for more, contributing to a huge annual turnover.

AI identified Don Julio tequila drinkers as “tastemakers” seeking unique experiences. This helped create an immersive app for Apple Vision Pro that takes users through tequila production—perfectly matching what their customers want.

Partnering with Bain & Company, Coca-Cola launched an AI platform encouraging customer participation. Using OpenAI technology, customers created personalised digital artwork from dozens of brand assets. This campaign transformed consumers into active brand creators, showing how AI can foster co-creation and build stronger emotional connections.

• Behavioural analytics: Tools like Hotjar and Mixpanel help segment customers by predicting actions such as repeat purchases. They track visitor paths through your site, where they get stuck, and what keeps their attention.

• Sentiment analysis: AI understands not only whether feedback is positive or negative but also the feelings behind social media posts, reviews, and customer service chats, showing more detailed insights.

• Predictive journey mapping: AI spots customers who might leave, upgrade, or recommend your brand, allowing you to act before issues arise.

• Set clear goals: Decide what you want to learn—Who converts best? What content appeals to which groups? Why do people pick you over others?

• Use good data: Focus on reliable info from website activity, buying history, emails, social media, and surveys.

• Test and improve: Start with one idea, like personalising emails. See how it works compared to traditional methods, and expand what’s successful.

By 2025, AI-powered personalisation will be commonplace. Keep an eye out for:

• Messaging that adjusts instantly to customer moods.

• AI predicting needs customers don’t yet realise they have.

• Systems that link customer details across every platform for a complete picture.

• Data privacy: UK GDPR requires clear privacy policies and opt-out options. Good AI respects privacy while enhancing customer experience.

• Complexity: You don’t need to be a data expert — many AI tools are straightforward and work with your existing tech.

• Cost: From free basic tools to premium software, there’s an AI solution for every budget. Start small with options like Google Analytics Intelligence or HubSpot predictive lead scoring.

Look for improvements in:

• Engagement (more clicks, longer page views).

• Conversions (more sales, fewer abandoned carts).

• Customer satisfaction (better feedback, fewer complaints).

• Efficiency (time saved, smarter targeting).

• Examine the data you already have.

• Choose one clear goal.

• Pick tools that fit your team’s skills.

• Set benchmarks to measure progress.

• Plan how to grow your AI use over time.

Firms embracing AI don’t just sell better — they build deeper and more meaningful connections with customers. Success in 2025 belongs to those who use AI to truly understand and serve their audience.

Your customers already interact with AI-powered experiences daily. Staying competitive means adapting to this new reality.

If you’re ready to improve your customer understanding with smart, effective AI tools, Propeller Digital combines 20 years of experience with the latest technology to help brands deliver personalised marketing that works. Contact us to find out how we can help.