Is ML the Key to Unlock Newer Heights of Personalization?

The advancements in ML are enabling brands to offer hyper-personalized content to consumers. Here's more on it.    

FREMONT, CA: Personalization is gaining ground at a rapid pace. The steamers and other media and entertainment brands are trying to understand individual customer’s tastes and preferences in order to craft customized content offerings. However, brands need further understanding of their customers’ preferences to offer hyper-personalized content. Machine learning (ML), with the ability to connect hidden customer behavioral patterns to real-time personalization ideas, proves to hold immense potential in the media and entertainment industry. With this, ML is emerging as the key technology for the brands that are eyeing to develop hyper-personalized content. The technology will offer deeper insights into the customer’s behavior, which significantly influences the content that will be presented to them.

Earlier, customers didn’t have many choices in terms of choosing the content they wanted to watch. However, things changed rapidly as the brands realized the potential of personalization. The entertainment sector has been among the top few to incorporate the feature of personalization into its toolkit. Personalization aims to serve the audience with customized content that matches their uniqueness of preferences. It’s an effective approach to influence customers and make them feel valued. ML enables the brands to approach their customers with better-customized content. Yet, according to the experts, the achievements in personalization are far from the potential that ML can offer.

Smart content is another approach towards personalization, which is expected to gain popularity in the future. Smart content refers to the dynamic content that changes according to the past behavior or interest of the viewer. Automated systems that utilize state-of-the-art NLP technologies will generate customized, comprehensible as well as and creative textual content at a mass scale. Personalization will grow significantly by combining ML and content atomization. The above initiative requires breaking down a generic content into smaller chunks of information modules. With this, the content will become extremely specific, depending upon the audience's interest and understanding of the subject. For instance, a person who has a limited understanding of finance will receive a limited angle of finance news than the one who understands the domain better.

As mentioned earlier, the atomized content strategy will enable the brands to offer automated storytelling. The modulated versions of a particular content could be updated, modified, replaced, and omitted based on varying requirements of the audience. Further, the content modules could be reused in the future. ML algorithm will assist in rightly distributing these modulated chunks to the individual consumer's preferences. Modulated smart content will have different configurations and representations for various users, devices, languages, user interfaces, and environments. It will also be possible to access the same piece of content via voice user interface or using augmented reality applications.

Currently, the ML algorithms are providing recommendations based on the user and content-related data. Future advancements in ML technologies and the emergence of smart content is expected to offer a fully hyper-personalized experience to the customers. According to the current trend, customers will expect content that resonates with their tastes as the minimum requirement while opting for a particular brand.

The advancements in ML will further guide the innovations in the entertainment sector. ML-driven solutions are being eyed as the torchbearer among the advancements in the field of personalization. Hyper personalized content will enable the entertainment brands to lure the audiences while impacting and empowering their lives. By making a stride in this direction today, media and entertainment players can eventually walk towards success in the future.