Artificial Intelligence

How AI is Powering Personalized Recommendations and Next-Best Actions

How AI is Powering Personalized Recommendations and Next-Best Actions

If you’re anything like most people, you’re constantly bombarded with recommendations from friends, family, and even the websites you visit. But what if those recommendations could be more personalized? What if the website or app could figure out what you wanted to see based on your past behavior? That’s where AI comes in: it can help us make better decisions based on our past experiences.

What is AI and How Does it Work?

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AI is the ability of a computer system to conduct independent thought or to perform tasks that would otherwise be difficult or impossible for a human being. It is a technology that has been used in many different fields, including business, engineering, medicine, and communications.

There are three main types of AI: cognitive computing, machine learning, and natural language processing. Cognitive computing is the use of AI to help people learn and work with information. Machine learning is the use of AI to improve the performance of computers by automatically learning from data. Natural language processing is the ability of a computer to understand and respond to human language.

One application of AI is personalized recommendations. This is where a computer system can recommend items or services based on what you have already bought or looked at. Next-best actions are another application of AI. This is where a computer system can automatically take the next step in an action sequence following a successful outcome.

How AI is Used in Recommendations and Next-Best Actions

So, what is the next step in our strategy of success?

Recommendations are one of the most popular uses for artificial intelligence (AI). AI can power recommendations for products, services, and content. It can also recommend the next best action to take.

One way AI is used in recommendations is through natural language processing (NLP). NLP can identify the keywords in a sentence and use that information to make a recommendation. For example, if you ask an AI system to recommend a book, it might use NLP to interpret the words “book” and “recommend” as related concepts.

Another way AI is used in recommendations is through machine learning. Machine learning is a technique that allows AI systems to learn from data without being explicitly programmed. It’s similar to how humans learn: by making mistakes and exploring different possibilities. With machine learning, AI systems can learn from millions of examples to make better recommendations.

Finally, another way AI is used in recommendations is through contextual awareness. Contextual awareness helps AI systems understand the surrounding environment and use that information to make better decisions. For example, an AI system that recommends books might know which genres are popular right now. This contextual information would help it make more accurate recommendations.

Benefits of Using AI in Personalized Recommendations and Next-Best Actions

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AI has the ability to personalize recommendations and next-best actions for users, which can be helpful in a variety of scenarios. For example, AI can recommend products or services that are likely to be of interest to the user based on their previous interactions with the product or service. Additionally, AI can help users make better decisions by providing recommended alternatives to those that have already been chosen.


Personalized recommendations and the next-best actions are becoming ever more popular in digital marketing. The reasoning behind this is simple: people want to be shown things that match their interests and preferences, instead of being bombarded with unrelated ads or content. AI can help us deliver on this by tailoring our recommendations based on a user’s past behavior and preferences. This means that we can ensure that users see content and ads that they will likely find useful, without them having to sift through irrelevant options.

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