Sure, AI can help with copywriting. But its real power lies in transforming your marketing strategy. 

Demand for personalization has never been higher, with 75% of shoppers abandoning brands they once loved in favor of those that offer more personalized experiences. This underscores a crucial reality: today’s customers expect tailored interactions at every step of their shopping journey.

To stay ahead, brands need to move beyond generic, one-size-fits-all messaging. AI isn’t just a tool for writing copy—it should be infused into your entire marketing strategy. 

AI can give you the ability to recognize more of your shoppers, segment them into preferred shopping categories, and connect with them at the right place and time. In 2024, AI became the co-pilot we’d been waiting for, assisting brands in scaling their messaging. But in 2025, let's use it to ‌drive deeper engagement, build loyalty, and foster lasting customer relationships.

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Segment and target your customers more intelligently

AI tools are helping retail marketers understand exactly what different types of shoppers want by looking at how they shop, what they buy, and what catches their eye online. This means you can suggest products they'll actually love, send them deals they'll want to use, and set prices that make sense—all while spending your marketing budget more wisely on reaching the right people.

Audience optimization tools leverage AI and machine learning. By using real-time customer data, you can improve your targeting strategies by identifying subscribers with a high propensity to purchase, and excluding subscribers who are less likely to purchase.

Let’s say, for example, you select a segment of VIP subscribers. Your VIP subscribers are the most engaged with your brand’s messages and make the most purchases. AI tools, like Attentive’s Audiences AI looks at your existing customer groups—like your high-value segments and affinity segments—and uses patterns to find new customers who shop in similar ways.

This not only gives you hyper-targeted, engaged groups of people to message, but it also helps you scale your lists, expanding potential ROI. 

When you can identify subscribers outside of your currently selected audience that demonstrate high intent to purchase, you can maximize the revenue of your message in a way that keeps ROI above an acceptable threshold. It’s a data-driven way of dynamically changing your segment definitions to best capture your highest-intent subscribers.

This will increase the overall ROI that you'll see from your messages—you spend a little more, but make much more back from those high-value subscribers you might have missed before. Brands using Audiences AI have seen a 15-20% increase in revenue for campaigns that they augment.

Take a look at how these brands are weaving in AI into multiple facets of their marketing strategy. 

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Deliver messages when shoppers are ready to engage

As your subscriber base grows, determining the best time to send messages becomes increasingly challenging.

Instead of guessing when to send messages, AI can look at exactly when each customer tends to engage and make purchases. Some shoppers might consistently buy during their lunch break, while others browse late at night after their kids are asleep. AI can learn these patterns and automatically schedule your messages to arrive when each person is most likely to be actively shopping and ready to buy.

Sophisticated AI tools use a combination of a brand's past campaign success, individual subscriber details, and a wide range of learnings to plan and schedule campaign messages. 

You should be looking for a tool that operates at the subscriber level vs the cohort level. This ensures that each message is delivered precisely at the optimal time for that specific subscriber to help maximize message engagement. It’s this precise timing that helps your messages stand out and increases the chances that customers will actually see and act on your offers.

At its core, the utilization of AI in this way ensures each customer gets your message at their own ideal shopping moment. It’s person-based marketing. 

Unify your data for more actionable insights

Let’s bring it all together. Unifying your data is crucial because it brings together information from various sources, like customer interactions, purchase history, and online behavior, into a single, cohesive view. Layering AI on top of this data provides more actionable insights, enabling you to make informed decisions, tailor your marketing efforts more effectively, and ultimately deliver a more personalized and engaging customer experience. 

By having a comprehensive understanding of your customers, you can more quickly scale your efforts.‌ Identifying trends, predicting needs, and responding more quickly to changes in the market, becomes much more manageable with AI. 

In addition to gaining more actionable insights, the data your AI tool collects can help you reliably recognize more onsite traffic, even if the user’s cookie later expires. Your tool may collect data points on your behalf, like IP address, carrier, browse time, content viewed, etc.. AI can use combinations of these data points to intelligently match previously unrecognized touchpoints with existing users.

Now, more actionable data can be tied back to a user profile, richer SMS and Email audiences can be built, and a higher volume of relevant triggered messages can be sent. This can lead to a 10-20% increase in total abandonment revenue from SMS and Email programs with minimal enablement required from the marketer. 

We’ve reached a moment where AI is ready to take the next step. When paired with machine learning, AI is a tool that can help you connect with customers on a more personal level, marketing to individual shoppers. This is the future of commerce.  

If you’re ready to take the next step with AI, don’t hesitate to request a demo.