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The Gist
- Make it personal. Marketers have been chasing the dream of 1:1 personalization for years, but fragmented data and disconnected tools kept it out of reach.
- Make it possible. With AI, unified data platforms and real-time orchestration, hyperpersonalization is finally within reach — and scalable.
- Make it work. To turn this into a reality, marketers need to unify AI, data and infrastructure to deliver relevance at speed and scale across the customer journey.
Consumers today don’t just expect personalized messages from brands – they demand hyperpersonalization. Addressing their emails by name is no longer enough. They’ve come to take it for granted that a brand interaction delivers tailored content, messaging and experiences to them in real time, based on their behavior, preferences and context.
The challenge for marketers is to deliver this — at scale. That’s been marketing’s promised land for the past couple of decades. But until now, there has always been a huge gap between ambition and capability.
Because even today, most marketers still face fragmented data, siloed systems and limited content production capacity. In fact, only 36% of executives say they’ve achieved real-time, highly integrated capabilities across all customer channels, according to a study by EverString and Ascend2.
Overcoming Barriers
These barriers make it hard to get a real-time, unified view of the customer or deliver truly relevant messaging. And without integrated tools or orchestration, personalization efforts often end up being superficial and directionless. “It’s like having an engine but no steering wheel,” states Ankur Jain, global head and AVP, CXaaS at Tata Communications.
Thankfully, things have changed. With advances in AI, unified data platforms and real-time journey orchestration, marketers can finally deliver tailored content to individuals — not segments — at the scale they’ve always wanted.
Messages can now adapt dynamically based on behavior, context and intent, across channels and in real time. What once took weeks of manual setup can now happen automatically, without sacrificing relevance.
Now the challenge isn’t whether hyperpersonalization is possible — it’s how quickly marketers can put the right foundations in place to make it happen. Because the era of generic mass marketing isn’t just outdated — it’s over.
How Hyperpersonalization Has Evolved
Even with the best intentions, many personalization efforts can fall apart in execution. Creative teams often struggle to scale nuanced content across their audience segments, while campaign logic remains rigid and rule-based rather than adaptive to real-time context.
And when a customer journey spans multiple tools and teams, keeping the experience coherent becomes a logistical nightmare. That complexity hasn’t disappeared — but marketers now have the tools to better manage it.
Businesses no longer need to design static flows, according to Priyank Parikh, vice president, customer interaction suite at Tata Communications. Thanks to Generative AI, businesses can produce and adapt content automatically, with messaging shaped by current context, not just past behavior. At the same time, orchestration engines use live data to determine the next best action — in real time, across channels. “That’s journey orchestration led by outcomes, not assumptions,” Priyank says.
According to Wayne Simmons, global customer excellence lead at a global pharmaceutical company and author of The Customer Excellence Enterprise (Wiley, 2024), “The big leap in the biopharma industry is using AI to close the gap in commercial models. This translates into moving from segment-based triggers to real-time, journey-aware interactions at scale.”
So instead of relying on pre-built flows or static segments, marketers can now use AI to respond dynamically to where each customer is in their journey — and where they’re likely to go next. As a result, personalization has shifted from a resource drain to a scalable growth lever, finally putting truly relevant, 1:1 engagement within reach.
Here’s what that looks like in practice:
- A returning shopper sees new products they actually care about. Instead of a generic homepage or a repeat, irrelevant promo, the experience is shaped by past purchases, browsing habits and real-time signals — showing them exactly what they’re likely to want next.
- A high-value customer gets a personalized offer before they even think about leaving. Predictive signals trigger proactive messaging — not just with their name, but with a tailored incentive based on their behavior, preferences and value to the brand.
- A healthcare reminder goes out at the moment it’s most useful. Timing and context align so patients receive nudges or follow-ups when they’re most likely to engage — improving outcomes without adding noise.
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These aren’t small tweaks — they represent a fundamental shift in how personalization works. But unlocking this level of CX means having the right foundations in place: unified data, orchestration tools and a tech stack built to support real-time engagement at scale.
The Segment of One is Here
Hyperpersonalization is no longer aspirational — it’s expected. Around 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when they don’t, according to McKinsey.
So, brands that embrace it today will be the ones building stronger loyalty, smarter campaigns and more responsive customer experiences. But this level of personalization is only possible when the right technology sits behind it.
“We’re finally at the point where we can treat each customer as an audience of one,” Priyank states. “That’s because the system doesn’t just send messages — it listens, learns and responds in real-time.”
Some platforms — such as Tata Communications’ — are now helping marketers turn that vision into reality. Its composable customer data platform (CDP) brings together everything known about a customer into a 360-degree profile, enabling it to drive meaningful, real-time engagement.
That data fuels a Netflix-style orchestration engine, where AI agents trigger and optimize entire journeys based on business goals, not static flows. And with conversational analytics and goal-based triggers layered in, marketers can continuously adapt content, timing and channels in response to customer behavior — creating true omnichannel orchestration that’s seamless for the customer and scalable for the team. “It’s a shift from labor to logic,” summarizes Ankur.
The result? A marketing function that’s faster, sharper, and built for the individual, not the average. And a customer experience that doesn’t just meet expectations, but moves with them — giving enterprise marketers a lasting edge in a landscape that rewards relevance.
For more information, visit tatacommunications.com.
