Ai Video: How is web personalization shaping up?

First Published on 15th January, 2018

Computing power, algorithms, airline-specific IT offerings, front-end technology and customer profiling will lend a new dimension to personalization. The interplay of all these will come into play to deliver a relevant, contextual, personalised experience.

For instance, preparing for segmentation and profiling in order to identify a customer, counting on a bunch of contextual signals resulting from the user’s mobile device along predictive AI technology behind recommendations for travel means that a traveller would be exposed to messages or deals that they are likely to respond to. This will help in stepping up the probability of a conversion. Also, as Kenneth Purcell, CEO, iSeatz points out, front-end technology is making rapid advancement in the industry.  “This is significant in terms showing the different search results, how the entire page is rendered and paving way for segmentation all the way to user experience.  So looking at the APIs, all of this needs to support sorting of the inventory, that is being outsourced, is done in a way that it is relevant for the user and the front-end is a layer on top of it. This would include using 3rd party tools or working them in-house to set up front-end in a more personalised way,” says Purcell.   

E-commerce specialists point out that the efficacy of content management systems is also coming to the fore when it comes to managing, personalizing, publishing, viewing and comparing different page versions.

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