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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-7073" class="et_pb_post post-7073 article type-article status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-agnostic article-tags-personalization-within-the-organization article-function-leadership article-type-industry-research article-type-thought-leadership"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/targeting-personalization/ ">Targeting & Personalization</a></div><h1 class="article-title">6 personalization trends to watch for</h1><h2 class="article-excerpt">As marketers create new digital experiences, a number of trends will dominate the quest to connect with users at every single touchpoint.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/LeahRetta-81.png" alt="Leah Retta" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/leahretta/" title="Posts by Leah Retta" rel="author">Leah Retta</a></div><div class="article-author-title-text"> Content Writer</div></div></div></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><p>While experience optimization has emerged as an untapped opportunity in recent years, we’re seeing a dramatic increase in the true belief in its value. Infact, 95% of marketers now believe in the value of <a href="https://www.dynamicyield.com/article/personalization-guide/" rel="noopener" target="_blank">personalization</a> and its potential to positively impact a business’ bottom line. As publishers, retailers, and marketers look to create powerful digital experiences, we’ve identified six trends that will dominate the quest to tailor every digital interaction.</p><h2>1. A rise in cross-department collaboration</h2><p>The need for product and engineering to collaborate with marketing functions is more apparent than ever, and organizations are now more likely to align these functions to streamline experience creation. More organizations will witness marketing and product management being owned by a singular executive, sharing development resources and ensuring priorities are aligned. Mapping out the responsibilities of each function will be essential to success, and orchestrating teams that design campaigns will have a noticeable impact on the customer experience for both new and returning customers.</p><h2>2. A reliance on machine learning</h2><p>Machine learning is hotter than ever, and at a period of time when organizations are tasked with processing millions of data points for experience delivery, tapping automated systems will become essential for success. With an ability to identify, aggregate, and process user and product data, organizations need machines to serve users the best possible variations, recommendations, and overall experience. And as humans begin to grow comfortable with relinquishing some control to machines, we expect this trend to continue to rise.</p><h2>3. Increased buy-in from the C-suite</h2><p>No longer solely a marketing team initiative, optimizing customer experiences will become a priority for entire organizations, starting with C-level executives. What was once known as experiments with notifications and A/B testing messaging creative has now become a sophisticated, full-fledged discipline – and one that provides a competitive advantage. As a result, expect more companies flagging experience optimization as an essential element of their digital investments.</p><h2>4. Digitizing brick-and-mortar shops</h2><p>From assessing options in-person to trying on outfits for a special event, some shopping experiences still depend on the physical, in-store experience, even as more consumers turn to online shopping. Endless opportunities to create immersive, in-store experiences have presented themselves over the years – from Amazon Go to e-stylists – and the potential for digitizing the physical world is limitless. Now, the common denominator among all of these emerging technologies is personalization, which will allow brands to better understand and connect with their customers, helping them crafter more engaging and pleasant user experiences.</p><h2>5. Connecting the online and offline worlds</h2><p>Merging offline and online experiences is one of the most sought after realities in the tech world. Organizations have a vision of being able to connect users across every possible touchpoint – not simply smartphones and websites, but also kiosks, IoT devices, and beyond. The ability to connect data points across each of these channels will allow marketers to craft truly exceptional, seamless experiences, dramatically impacting the user experience, as well as bottom lines. And by putting experience optimization at the center of these efforts, businesses will be able to completely transform customer-brand interactions as we know them.</p><h2>6. Consolidating the marketing tech stack</h2><p>As the challenge of personalization becomes more complex, requiring more data and moving parts to work together, marketers will gravitate toward solutions that can integrate all capabilities needed for experience optimization into a single platform. This means digital retailers and media publishers will seek to maximize their marketing technology budget, vying for an all-in-one solution that can deliver on all of their marketing needs, forgoing point solutions.</p><h2>Conclusion</h2><p>While the technologies and consumer demands driving these trends have been around for a while, we expect the emphasis on experience optimization to rise – especially in eCommerce. Although some organizations can afford to develop these capabilities internally, most enterprises will opt to buy <a href="https://www.dynamicyield.com/lesson/web-personalization/">web personalization</a> and <a href="https://www.dynamicyield.com/lesson/cro-plan/">conversion rate optimization</a> solutions rather than building the technology from scratch. To move quickly, marketers will need to focus on control, ease of use, and comprehensiveness when selecting an <a href="https://www.dynamicyield.com/article/ecommerce-personalization-must-haves/">eCommerce personalization</a> solution that can meet and exceed their goals.</p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/personalization-within-the-organization/">Personalization within the Organization</a></div></div><div class="article-content-sidebar"><div class="article-content-sidebar-inner"><h4>Read next</h4><ul class="article-sidebar-nav"><li> <a href="https://www.dynamicyield.com/article/reconnect-your-customers-with-the-right-message-at-the-right-time/">Reconnect your customers with the right message at the right time</a><div class="article-sidebar-nav-author">Emily Roberts</div></li><li> <a href="https://www.dynamicyield.com/article/user-identification-for-personalization/">From Fragmentation to Connection: Mastering User Identification for Personalization</a><div class="article-sidebar-nav-author">Gina Walanga</div></li><li> <a href="https://www.dynamicyield.com/article/the-enterprise-guide-to-ip-warning/">The enterprise guide to IP warming: Boost deliverability, ensure compliance, and power seamless journeys</a><div class="article-sidebar-nav-author">Ravit Morales</div></li></ul></div></div></div></div></article></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. Visit our <a href="/privacy-policy/">privacy policy</a> to learn more about how we process your data and your rights as a data subject.</div></div></div><div class="lc-subscription-ty-block lc-subscription-inner"><h4 class="lc-subscription-title text-center">Thanks for<br> signing up!</h4></div></section><div class="container"><div class="articles-related-wrapper"><h3>More articles related to this topic</h3><div class="lc-flex articles-related-block"><div class="article-related-big"><a href="https://www.dynamicyield.com/article/personalization-maturity-2026-top-takeaways/"><img src="https://www.dynamicyield.com/wp-content/uploads/2026/01/personalization-maturity-article-feature-795-320_DY.jpg" width="626" height="252" alt="" class="crp_thumb"><strong>Disruption redefines personalization: Why brands that accelerate maturity will win in 2026 and beyond</strong></a></div><div class="article-related-simple"></div></div></div><div class="articles-popular-wrapper"><h3>Most Popular in 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