Hyper-personalization has long been an ambition for retailers—and the rise of generative AI (genAI) means 2024 could be the year it becomes a norm across the industry. But while supercharged personalization has plenty of potential benefits for retailers and their customers, there are also some challenges and potential pitfalls to overcome.

Key Question: What is hyper-personalization, and how is genAI changing the game for retailers in 2024?

Key Stat: Over 70% of US digital retailers believe AI-driven personalization and genAI will affect their business in 2024, according to a December 2023 survey by Bolt—making hyper-personalization as important as omnichannel.