Marketers Want Personalization At Scale, But Can’t Reach It. What’s Next?

Why It Matters

The findings underscore a market shift toward AI‑enabled content operations, suggesting firms that automate and integrate creative, testing, and data will gain a competitive edge in delivering the hyper‑personalized experiences consumers now expect.

Summary

A new Adobe survey of 300 marketers and 700 consumers finds that while 97% of marketers believe personalized content at scale is achievable, two‑thirds consider the journey daunting. The main obstacles are exploding content volume, creative bottlenecks, and limited real‑time A/B testing, which stall the end‑to‑end content supply chain. High‑performing marketers are turning to generative AI, with Adobe’s GenStudio for Performance Marketing delivering a 57% lift in email click‑through rates and an 8.5% rise in open rates. Consumers demand personalized promotions and control over their data, highlighting the need for AI‑driven workflows that balance customization with consent.