As generative AI becomes more commonplace, the next frontier for competition lies in AI personalization, which, according to Boston Consulting Group, represents a staggering $2 trillion market. Companies are now striving to create AI systems that move past standard outputs, offering specialized insights, health advice, and marketing content tailored to individual users and brands.
For instance, GPTZero, originally known for its AI detection capabilities, is pioneering the concept of 'digital twins' of recognized industry professionals. These AI models harness the unique knowledge and working methods of experts, including Emmy-winning television producers and seasoned legal advisors. The goal is to generate AI-driven evaluations that provide precision feedback rather than generalized responses. CEO Edward Tian highlights, “When generic chatbots evaluate a script or research paper, they aim for average writing. In contrast, when we develop a digital twin based on what an Emmy-nominated producer considers crucial for compelling storytelling, the outcome is tailored and specific feedback.” This concept was recently put to the test by a news editor at The Wrap, who created a digital version of himself trained to edit articles in his distinctive style, concentrating on headlines and clarity. This AI served as an initial filtering tool to enhance lengthy texts.
Tian envisions that this approach could also alleviate bottlenecks in fields that rely on specialized judgment, such as academic peer reviewing, professional document editing, and patent evaluations. “Wherever an expert has refined their skill set and established criteria for reviewing work, there’s a unique opportunity to capture that expertise and assist those who need to enhance their competencies,” he explains. However, the efficacy of these digital twins hinges on the caliber of training data. Experts must provide documents, demonstrate their editing process, and clarify their reasoning. “The principle of ‘garbage in, garbage out’ holds true here,” Tian emphasizes. GPTZero has implemented safeguards to ensure that experts retain control over their digital counterparts. Digital twins can simply provide suggestions and cannot generate original content purportedly authored by the expert, upholding authenticity in the age of AI, according to Tian.
In a different sector, Alba Health is applying AI personalization to the crucial area of child gut health, where generic advice frequently falls short. Their in-app AI advisor utilizes a proprietary database of clinical studies to deliver individualized recommendations based on a child’s unique microbiome profile. CEO and co-founder Nora Cavani notes, “The key to personalization is data. While any AI can generate health tips, the crux lies in its understanding of the individual’s context and the most appropriate solution.” She observes that standard health apps often draw from generalized population data, which can overlook significant biological differences. For instance, while generic advice might recommend increased fiber intake, tailored recommendations are essential when, for example, a child lacks certain beneficial bacteria. The Alba AI advisor combines microbiome data with dietary habits, symptoms, medical history, and personal lifestyle preferences to offer precise guidance.
Cavani adds, “Our longitudinal tracking of numerous families provides us with valuable insights regarding how children’s gut health evolves and which probiotic strains effectively yield results.” Her inspiration for this company came from her personal journey dealing with allergies and eczema tied to imbalances in gut bacteria. By leveraging personalized AI, she believes it is possible to bridge the gap between scientific research and actionable healthcare advice.
In the realm of marketing, while personalization has always been ideal, achieving consistency at scale has proven challenging. Jacquard is innovating by utilizing AI to create marketing content that resonates not only with targeted demographics but also captures a brand's authentic voice. Notable clients include Sephora, TUI, and Sainsbury’s. Chief product and growth officer Toby Coulthard elaborates, “We collaborate with each brand to define its voice in a precise manner. Is it formal, casual, humorous, or serious? These subtleties are crucial and can be difficult to maintain across large teams.” The company has discovered distinct communication styles are required for various industries—direct and assertive language tends to resonate better for Confused.com, while P&O Cruises benefits from a more emotionally nuanced approach. Jacquard's AI insights have pinpointed new messaging strategies and styles that outperform traditional human-created content.
