Personalize conversations

This article introduces you to personalizing conversations with Marketing customer data.

Personalize conversations with Marketing customer data

Shoppers engage better with conversations that recognize their needs and preferences. Conversational agent lets you draw on the Marketing customer profiles you already have — a shopper's attributes, calculated aggregates, and segments — so conversations build on what you already know about a shopper.

Benefits of personalized conversations

• Make shoppers feel understood: When the Conversational agent already knows a shopper's preferences or history, the conversation feels personal and intentional. This helps improve engagement rates.

• Ground answers in real customer context: If a shopper's preferences, loyalty tier, or purchase history already live in Marketing, the Conversational agent uses them automatically to build context. Responses reflect what you know about that shopper, not a generic answer.

• Reuse data: No new data collection required. Work with the attributes, aggregates, and segments you've already set up in Marketing.

Personalized conversations use cases

Reference past purchases

Marketing tracks a shopper's purchase history, enabling the Conversational agent to reference past purchases during active conversations. For example, the agent can suggest, “This shoe would go beautifully with the dress you purchased last month.”

Bring segments to conversation

A Marketing segment, such as a loyalty tier, informs how the Conversational agent responds before the shopper even mentions it.

Optimize for preferences

• Wide-fit shoes, size 9: Saved as a reusable preference attribute, so future personalization and merchandising can account for it without asking the shopper again.
• Budget concern raised in conversation: Saved as a price-sensitivity attribute, so your team can tailor offers and messaging accordingly.

Access personalized conversations

Contact your Product Engagement Manager to set up the Marketing attributes, aggregates, or segments you want the Conversational agent to use. Once enabled, the Conversational agent uses that context automatically in every relevant conversation going forward.