Personalization

OpenAI CEO Sam Altman revealed that GPT-6 development is progressing faster than its predecessor, with a focus on deep personalization. GPT-6 aims to move beyond simple question answering, striving for “deep alignment” with individual users through enhanced memory capabilities. The model will recognize and store user preferences and habits to optimize behavior and deliver highly customized interactive experiences. OpenAI is also collaborating with psychologists to understand user emotions, potentially releasing data related to these efforts in the future.

Gartner research indicates that traditional personalized marketing is backfiring. A survey of 1,464 B2B buyers and consumers reveals 53% report negative experiences, leading to purchase regret and future hesitancy. Active personalization, which proactively addresses customer needs through interactive methods, emerges as a superior strategy. It boosts customer confidence and ROI significantly, allowing customers to own their journey and fostering deeper engagement. Gartner recommends actively addressing journey pitfalls, catalyzing emotional change, and embracing customer co-creation for enhanced marketing outcomes.