Leading tech companies are making personalization a priority in the months ahead, with AI turbo boosting targeting.

In a string of earnings calls, big tech executives planted their flags on personalization, pointing to generative AI tools as a means for marketers to make more individual appeals to consumers, while driving revenue for their organizations.

Apple’s expanding personalization ecosystem

Apple used its earnings call to underscore how AI and personalization are becoming central to its product strategy and user experience.

CEO Tim Cook said Apple’s newest intelligence layer brings "intelligence to more of what people already love about our products and services, making every experience even more personal, capable, and effortless.”

He highlighted features such as Workout Buddy, which “uses AI to provide personalized motivational insights based on a user’s workout data and fitness history,” and on-device “foundation models to create entirely new experiences for users around the world.”

Cook also pointed to Apple’s ongoing work on “a more personalized Siri,” which the company expects to release next year, describing it as part of a broader effort to build “features that are powerful, intuitive, private, and deeply integrated into the things people do every day.”

Together, these developments position Apple’s ecosystem for an era where personalization is a defining competitive advantage.

Boosting loyalty with personalized AI experiences

Alphabet is eying loyalty as a key end goal in improving AI Overview features. Currently, ChatGPT has the biggest share of worldwide genAI traffic, with 73.8%, according to an October Similarweb study. Google Gemini has 13.7%.

“Our investments in new AI experiences, such as AI Overviews in AI Mode, continue to drive growth in overall queries, including commercial queries, creating more opportunities for monetization,” said Philippe Schindler, SVP and chief business officer for Google, on an October earnings call. “These AI experiences are enhancing how people connect with businesses and shop on Search.”

With improved AI features, shoppers can interact conversationally in product-related searches. And these personalized experiences can lead to repeat sales and more valuable customer relationships — for businesses and shoppers alike.

“We're making it easier for consumers to benefit from deals through new loyalty offerings, like personalized annotations on organic results and ads,” said Schindler. “Using our most advanced AI models, we can understand and predict intent like never before, unlocking entirely new commercial pathways to provide valuable new consumer connections and helping us monetize even more efficiently.”

Improving experience for streamers

Since introducing an ad-supported tier in 2022, Netflix has leveraged technology to support an ad experience that’s as successful as its personalized show recommendations. The key is to keep a customer-first strategy for relevant ads, while delivering shows and customer experiences that grow audiences. Netflix is using AI tools and genAI to improve all of the above, because they know their streaming competitors are.

“We're trying to figure out how we build better product experiences that can serve consumers better around the world,” said Netflix co-CEO Greg Peters in October. “How about customer acquisition and retention? How do we optimize global payments? How do we optimize global partnerships?”

He added, “Our competitors are seeking to get better at all those things, of course, as well. You have to do that by the hard work of developing those capabilities in the trenches day to day.”

Improvements to ad experience will attract advertisers, hopefully without turning away viewers. Netflix is expected to grow ad revenue 21.2% YoY in 2026, according to EMARKETER’s September 2025 forecast.