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Summary
Generative AI makes it possible to tailor an ad to every individual exposed to it. But does extreme personalization work? And is there a point where it backfires? On May 20, the ARF Cognition Council held an event where industry leaders from VML, Screenvision Media, RMT, and Iris Flex discussed the implications of personalization in advertising. The discussion emphasized the complexities of personalization and highlighted the importance of balance between individual targeting and broader, shared motivations or experiences. The speakers – all members of the Cognition Council — highlighted several research studies and practical insights to convey how personalized advertising can be successful and where impact may be limited.
