Hyperpersonalization boosts the customer experience thanks to AI, but must remain ethical: respect for data, transparency and consent are essential to preserve confidence.
With the advent of the Internet, communication has gone from a “1-to-many” mass model to a more targeted “1-to-few” approach, thanks to a fine segmentation of audiences. The era of “Spray and Pray” is now over. Today, AI and data analysis, allow real communication “1-to-1”, more personalized, essential for fluid exchanges and optimized customer commitment. Whether through purchasing recommendations or content suggestions, the consumer evolves in an environment where the offer is hyper-targeted. However, this increased personalization should be handled with care. Poorly conducted hyperpersonalization can create discomfort, recalling the psychological concept of “Valley of the strange”, where the consumer may have the impression of being observed or manipulated. It is therefore crucial to respect the limits, especially with regard to privacy and consumer consent. A poorly controlled personalization, although well -intentioned, can dehumanize the exchange and reduce the consumer to a simple set of data. This could divert the experience from its initial objective and harm trust, which would weaken customer relations.
Hyperpersonalization as a master card from the customer experience
Hyperpersonalization optimizes each interaction throughout the purchasing course, thus significantly strengthening the customer experience. 60 % of consumers are more likely to become regular buyers after personalized experience. Thanks to AI, companies can process a large volume of complex and not structured data in real time. Take the example of Amazon, which develops recommendations based on a purchasing history. But predictive analysis now goes further and exceeds commercial recommendations.
On the customer service side, it makes it possible to produce less generic, more qualitative, relevant and contextualized responses, in particular through the analysis of feelings (opinion, tone of messages, etc.). It allows you to know the underlying intentions of consumers and to offer suitable solutions, at the first call, without multiplying the interlocutors. She also spares human relations by helping agents to produce the best possible answers during customer interactions while going straight to the point. Take the example of chatbots of mental health applications which offer tailor-made support by providing advice on well-being or stress management, thanks to the recognition of intentions. The AI brings here real added value by improving the accessibility, precision and responsiveness of the service, essential in a sector where diplomacy and sensitivity are required.
Ethical issues
Hyper personalization is only possible with the collection and exploitation of data. However, in a context marked by the increase in cyber attacks in France, protecting data from your business and those of its customers becomes an absolute priority.
69 % of French consumers favor companies that focus on the protection of digital data. In order to maintain this sharing and this confidence, it is necessary to guarantee perfect compliance with the laws in force such as the GDPR, the law on the trust of the digital economy (LCEN) or the Data Act.
Ethics must also guide the commercial approach. Let us not forget that if the predictive analysis is precious, free will remains undeniable. It is therefore necessary not to restrict the user to an overly rigid framework and to let him explore new services without feeling locked up in a potentially frustrating predefined diagram.
Towards more responsible hyperpersonalization
A collection focused on responsibility is the key to successful hyperpersonalization. In this sense, it is essential to clearly inform the customer of the use of their data and their purpose while limiting monitoring to the essentials.
Still for the sake of transparency, explicit consent requests must be favored and ensure the anonymization of data, in particular in the sensitive sectors such as that of finance.
But asking and informing is no longer enough, the consumer must be placed at the center of the information belonging to him. Thus, online platforms must be made available to configure their preferences and modify or delete their permissions easily and at any time.
The appointment of a DPO (Data Protection Officer) or data protection delegate within the company is also an act talking about a company in favor of responsible data management. Like the training of marketing and customer service teams in good practices, planning internal certifications to train employees, and the creation of ethics or CSR committees are all initiatives that testify to the strong commitment of companies while respecting the consumer.
Finally, an ethical AI charter allows you to keep user -centered practices while respecting its limits and correcting algorithmic biases that can generate involuntary discrimination.
Hyperpersonalization now represents an essential strategic lever to offer an optimized customer experience, but it can only be effective if it respects a subtle balance between relevance and ethics.
As artificial intelligence and data analysis are progressing, in particular with agentic AI which allows certain autonomy of technology, brands must redouble vigilance to maintain consumer confidence. Transparency, consent and control to the user must guide innovations in order to promote rewarding interactions and avoid potential drifts.
In a context or the regulation of the data is intensifying and where customer expectations are in perpetual evolution, companies must stand out by handling perfection a hyper personalization respectful of privacy. The AI was created to support humans, and it is essential to use it as such and not as a lever of excessive control.
