Beyond Names on Postcards: How AI is Supercharging Personalised Printed Marketing

For years, "personalised" printed marketing often meant little more than inserting a customer's name into a generic template. But in a world saturated with digital noise, the tangible impact of print marketing is making a powerful comeback. The catch? It needs to be truly, deeply personalised to cut through the clutter.
And that's where Artificial Intelligence (AI) steps in, transforming printed marketing from a blunt instrument into a precision tool. However, AI's power is at its strongest when paired with the irreplaceable spark of human creativity.

understanding the ai advantage (and its limitations)

AI's ability to analyse vast datasets and identify patterns is the key to unlocking a new era of personalised print. Forget basic demographics; AI can delve into behavioural data, purchase history, website interactions, social media sentiment, and even real-time contextual information to create truly relevant and engaging printed materials. But using AI in print is about testing new tools and technology, not for replacing nuanced human creativity. It excels at optimisation and analysis, not at generating novel, emotionally resonant ideas. 

specific ways ai is revolutionising print (with human creating and guidance):

1. Dynamic Content Generation (Human-Curated Results):

• AI can generate personalised text, images, and even layouts based on individual customer preferences. However, humans are still needed to ensure the tone, style, and overall message align with your brand's voice and values. AI provides the building blocks, but humans craft the masterpiece.
•  AI powered design tools can create multiple versions of a layout, testing them against various customer profiles. The human touch is then needed to select, refine, and add that creative spark that AI cannot provide.

2. Hyper-targeted offers and recommendations (strategic human input):

• AI can identify specific purchase triggers and tailor offers accordingly. But humans are needed to strategically determine which offers are most appropriate and how to present them in a way that resonates emotionally. AI provides the data, humans provide the strategy.

3. Personalised storytelling (human-driven narrative)

• Using AI in print can help by analysing customer data to craft personalised narratives. However, humans are essential for weaving those data points into compelling stories that evoke emotions and build brand loyalty. AI provides the information, humans provide the narrative arc.
• AI can help to take information from social media, but humans must ensure the information is used in a respectful manner, and that the story that is created is appropriate.

4. enhanced customer segmentation (human-defined strategy)

• AI goes beyond traditional segmentation by identifying micro-segments based on intricate behavioural patterns. But humans are needed to interpret those segments and develop targeted marketing strategies that align with the brand's overall goals. AI identifies the audience, humans define the approach.

5. real-time personalisation (human-designed experiences)

• With the integration of QR codes and augmented reality (AR), printed materials can become interactive and personalised in real-time. But humans are needed to design engaging AR experiences and ensure that the real-time content is relevant and valuable. AI powers the interactivity, humans design the experience.

the future of personalised print:

AI-powered personalised printed marketing is not about replacing human creativity; it's about augmenting it. By leveraging the power of AI for data analysis and optimisation, brands can free up their creative teams to focus on what they do best: crafting compelling stories, designing engaging experiences, and building meaningful connections with their customers.

The future of personalised print lies in a symbiotic relationship between AI and human creativity, where technology empowers human ingenuity to reach new heights.

If you feel inspired, and you're ready to see what creative, personalised print marketing can do for your business, please get in touch with our print experts today.