The Power of Personalization in the Age of AI | Mark Abraham | TED

翻译人员: Yip Yan Yeung 校对人员: Lening Xu

It was a bright, sunny day, and I was out for a run

那是一个阳光明媚的日子， 我正在外面跑步，

when the large dog escaped from behind his fence,

一条大狗从围栏后面逃了出来，

attacked me,

攻击我，

bit me right in the leg.

咬了我的腿。

I fell, sprained my wrist, and to make matters worse,

我摔倒了，扭伤了手腕，更糟糕的是，

I find out he's not up-to-date on his rabies shots.

我发现他没有打最新的狂犬病疫苗。

OK, off to the local urgent care I go.

好吧，我去了当地的急诊室。

I'd been there a bunch of times before,

我之前去过很多次，

so I figured they'd have my information on file

所以我猜他们有我信息的存档，

and quickly admit me.

可以很快接诊。

Instead, I got this.

相反，我拿到了这个。

The same form that I filled out so many times before,

一张我填了很多次的表格，

and now I had to do so with a busted wrist.

现在我手腕伤了还得再填一遍。

And then I sat there waiting and waiting.

然后我坐在那里等啊等。

And nothing beats waiting in a waiting room

我只好等在候诊室里，

then thinking, "Did I just get rabies?"

满脑子：“我是刚得了狂犬病吗？”

(Laughter)

（笑声）

This is the opposite of a personalized customer experience.

这与个性化客户体验截然相反。

You see it all around you, don't you?

到处都有，不是吗？

And it makes you want to go, "Ugh."

让你感觉：“呃。”

There's the hurtful.

让人伤心的经历。

My friend Sanjeev,

我的朋友桑杰夫，

his dog died six months ago,

他的狗在六个月前去世了，

and his online marketplace is still sending him email recommendations

他的线上市场仍在向他发送电子邮件推荐

for his dog's favorite treats.

他的狗最喜欢的零食。

Then there's the inaccurate.

这是不准确的。

I bought my uncle a cane online,

我在网上给我叔叔买了一根拐杖，

and now I'm getting trolled with ads for hearing aids

我现在被全网的助听器

and senior citizen discounts all over the internet.

和老年人折扣广告轰炸。

I'm not that old.

我没那么老。

And then there’s the: “I don’t want another one of that.

还有：“我不想再买一个。

I just want one that works."

我只想要一个有用的。”

I bought a dishwasher, and it arrived, after nine months, damaged.

我买了一台洗碗机，收到了， 九个月后它就坏了。

So I was waiting and waiting

于是我等啊等，

and the same company sent me an email.

这家公司给我发了一封邮件。

And then another and another

一封又一封 推荐其他洗碗机的邮件。

with recommendations for more dishwashers.

It's infuriating.

太气了。

And it doesn't have to be this way.

可以不这么做的。

I lead a team of over 1,000 people around the world

我带领着一个遍布全球 超过 1000 人的团队，

dedicated to helping brands build better customer experiences,

致力于帮助品牌 打造更好的客户体验，

what we call true personalization.

我们称之为“真正的个性化”。

I've been geeking out about this for years,

多年来我一直在研究这个问题，

so much so that I even wrote a book on it.

以至于我甚至写了一本关于它的书。

Check it out.

看看吧。

And I want to share with you what I learned,

我想与大家分享我的研究成果，

because I think we need to be demanding better experiences

因为我认为我们应该 向与我们互动的品牌要求更好的体验，

from the brands we interact with,

especially now, in this day and age

尤其是现在，在当今时代，

when companies should be competing

各公司都应该在 它们对我们的洞察程度上竞争，

on the scale of insights they have about us

at a speed enabled by AI and technology.

借助 AI 和科技赋予的速度。

OK, but let's start with what true personalization even is.

我们从真正的个性化 到底是什么开始吧。

Unlike customization,

与定制不同，

which is about tailoring products, say, a custom fabric for a sofa,

定制是量身定制产品， 比如沙发的定制面料，

personalization is about tailoring experiences.

个性化则是量身定制体验。

True personalization is when a brand takes

真正的个性化是指品牌

what it learned about you in one interaction

在一次互动中获得对你的了解，

and makes your very next interaction better, faster, cheaper

让你的下一次互动 更好、更快、更便宜

or more convenient.

或更方便。

Sounds simple on paper,

表面听起来很简单，

but in all my work

但在我的工作中，

I found there's not really a great way to measure a personalization.

我发现衡量个性化没有什么好方法。

And it's really hard to improve what you can't measure.

而要改善无法衡量的东西真的很难。

This is why my team and I built the personalization index.

这就是我和我的团队 建立个性化指数的原因。

It's a simple score, 0 to 100,

数值简单，从 0 到 100，

and it tells you exactly where a brand stands.

告诉你品牌的确切个性化程度。

You can score any company on it in any industry,

你可以为任何行业的任何公司打分，

and it's really the first measure of its kind.

这是首个此类型的衡量标准。

We did exactly this for hundreds of companies around the world,

我们为全球数百家公司打分，

and the findings kind of shocked us.

结果让我们有点震惊。

What may not surprise you is some of the companies

不出意外的是一些公司

at the top of the personalization index scoreboard.

在个性化指数排名上名列前茅。

Of course, we have Netflix,

当然，有奈飞（Netflix），

and we all know they provide great feeds of movies that you love to watch,

我们都知道它能提供 你喜欢看的电影的精彩内容，

and they match your preferences.

而且迎合了你的喜好。

Then you have Starbucks.

还有星巴克。

When you open their app,

当你打开他们的应用程序时，

they provide personalized offers for your favorite drinks.

他们会为你最喜欢的饮料 提供个性化优惠。

But there are other, lesser known companies

但是，还有一些不太出名的公司，

at the top of the personalization index.

在个性化指数中名列前茅。

Take SonderMind, they’re a mental health app,

比如 SonderMind， 一款心理健康应用程序，

and they actually score you on 12 different brain functions,

它会为你的 12 项 不同的大脑功能打分，

and then they might match you up with your perfect therapist,

然后将你与最合适的治疗师配对，

or they would just give you helpful, everyday advice.

或者为你提供有用的日常建议。

Now some of the companies at the bottom of the personalization index

一些处于个性化指数末位的公司

also won't surprise you.

也不会让你感到惊讶。

They hail from industries like financial services,

它们来自金融服务、

insurance, B2B distribution

保险、B2B 分销等行业，

and, yes, US healthcare, including my local urgent care.

没错，还有美国的医疗保健， 包括我当地的急诊。

But what did surprise us

但令我们惊讶的是

is the extent to which personalization can boost growth.

个性化能促进增长的程度。

My research shows that personalization leaders

我的研究表明， 个性化领先的公司，

grow 10 points faster than laggards,

其增长速度比落后公司 快 10 个百分点，

10 points.

整整 10 个百分点。

And they're building competitive moats.

它们也打造了竞争护城河。

They're achieving the highest customer satisfaction scores.

它们获得了最高的客户满意度分数。

In fact, combined, personalization leaders

个性化领先公司加起来

will capture a two-trillion-dollar prize in incremental growth

将在未来五年内 获得两万亿增量增长的收益。

over the next five years.

Yes, that's trillion with a T.

是的，是“万亿”美元。

OK, so with all this potential upside,

有这么多潜在的好处，

you might ask:

你可能会问：

What’s the secret sauce to making customer experiences truly personalized?

让客户体验真正个性化的秘诀是什么？

Here's the secret.

秘诀在此。

And this was the most counterintuitive finding from our research.

这是我们研究中最违反直觉的发现。

With true personalization, less is more.

对于真正的个性化，少即是多。

Less is more.

少即是多。

Fewer ads, fewer offers,

更少的广告，更少的促销，

fewer messages, less spam.

更少的消息，更少的垃圾邮件。

Because when a brand truly respects you and knows you,

因为当一个品牌 真正尊重你、了解你时，

it's only going to show you what's relevant for you.

它只会向你展示你在意的东西。

With this "less is more" approach, a brand can build trust.

通过这种“少即是多”的方法， 品牌可以建立信任。

OK, so let's look at how companies actually put "less is more" into action.

我们来看看各公司是 如何将“少即是多”付诸行动的。

A brand that's perhaps less talked about in this regard is Fidelity.

这方面不太会被提起的一家公司 是富达（Fidelity）。

And for those of you watching outside of the US,

不在美国的观众，

they’re a financial services company,

这是一家金融服务公司，

and they do two things really well

他们做了两件非常好的事情，

to live up to the "less is more" mantra.

实现“少即是多”的信条。

Number one,

第一，

Fidelity really gets to know you.

富达真的会去了解你。

They don't just send you email and blast you

它不会只给你发封邮件，轰炸你，

and then make decisions off of open rates.

然后根据你的打开率做出决定。

No, they actually want to get to know the investment goals

不，它其实想了解 每一位客户的的投资目标。

of each and every client.

They might do this with a one-on-one meeting with an advisor

它可能会通过与顾问的一对一沟通

or by sending you an online survey.

或向你发送线上问卷来做到这一点。

Now this survey is really interesting

这份问卷很有趣，

because the company’s designed it

因为该公司在设计问卷时

with their future outreach efforts in mind.

考虑了他们未来的外展工作。

So they're really thinking about your next experiences

他们真的从你第一次交互时 就在考虑你的下一次体验。

from your very first interaction.

They even have this cool thing called the gratitude question,

它甚至还有一个很酷的东西， 叫做“感恩问题”，

where they ask, "What are you grateful for in your life?"

它会问： “你生活中感激的是什么？”

And then they personalize your investment goals accordingly.

然后，他们会相应地对 你的投资目标进行个性化设置。

Imagine what my experience would have been like

想像一下我在本地的急诊室 会获得怎样的体验，

in that local urgent care,

had they been thinking about my future experiences

如果他们从我第一次走进去的时候 就考虑我未来的体验。

from the first time I walked in.

Second, Fidelity, once they get to know you,

其次，富达一旦了解了你，

uses personalization to delight you.

就会使用个性化来取悦你。

Teams look at your investment goals,

团队会查看你的投资目标

along with data from your every next interaction

和你下次的互动数据， 决定下一步该做什么。

to decide what to do next.

Say you had a baby

假设你生了一个孩子，

and you updated the beneficiaries on your life insurance.

然后你更新了人寿保险的受益人。

They would take this data

他们会利用这些数据，

and educate you on the benefits of opening a college savings account.

告诉你开设大学储蓄账户的好处。

They would even choose how to educate you.

他们甚至会选择如何教育你。

Say you were new to investing.

假设你是个投资新手。

They might show you a brief video.

他们可能会给你看一个简短的视频。

Or if you were really a savvy investor wanting to dig into the details,

或者，如果你是一个很精明的投资者， 想深入了解细节，

they'll send you an in-depth article.

他们会给你发一篇深入的文章。

Next, and this is key,

接下来就是关键，

they would decide what not to do.

他们将决定不该做什么。

For example, they might suppress that previously scheduled email

例如，他们可能不会发出先前预定的

about the newly launched Bitcoin fund.

有关新推出的比特币基金的电子邮件。

In this way,

通过这种方式，

Fidelity massively reduced the scheduled outreach

富达大幅减少了预定的外展业务，

and shifted to a much more triggered and personalized approach.

转向了更易让人采取行动 和个性化的方法。

The result?

结果怎么样？

Engagement and opt-in rates shot up.

互动率和选择加入率激增。

OK, so customers are happier.

所以客户更开心了。

But what if I'm the guy at Fidelity in charge of brokerage transactions?

但是，如果我是富达 负责经纪交易的人呢？

What about me?

我怎么办？

If I can't spam my customers,

如果我不能向客户发送垃圾邮件，

I won't be able to meet my monthly goals, right?

我将无法实达成我的月度目标，对吧？

Wrong.

错了。

Fidelity actually saw transactions increase with this new approach.

富达通过这种新方法 实现了交易量的增加。

But unfortunately, Fidelity is in the minority.

但不幸的是，富达只是少数派。

The saddest part of our personalization index results

我们的个性化指数结果中 最可悲的部分是

is that only 10 percent of companies

只有 10％ 的公司

qualify as personalization leaders.

可以被视为个性化领先公司。

As a result, we live in a world of spam.

也就是说，我们生活在 一个充满垃圾邮件的世界中。

360 billion emails are sent every day.

每天发送 3600 亿封电子邮件。

Yet conversion rates and open rates are down.

转化率和打开率却下降了。

We downloaded 250 billion apps last year

去年我们下载了 2500 亿个应用程序，

but uninstalled half of them within 30 days.

但在 30 天内卸载了其中一半。

And I'm afraid this is about to get much, much worse.

恐怕情况还会变得更糟。

Why, you ask?

你会问，为什么？

Because with gen-AI,

因为有了生成式 AI，

companies can deliver an order of magnitude more content

公司可以在很短的时间内 以很低的成本

at a fraction of the cost in a fraction of the time.

提供更大量的内容。

We're at the precipice of a content explosion,

我们正处于内容爆炸的边缘，

and the jury is still out on how this is going to go.

未来尚无定论。

So as business leaders,

作为商界领袖，

we need to stop myopically focusing on selling stuff --

我们得停止盲目专注于卖东西——

these people don't want more dishwashers --

这些人不想要更多的洗碗机，

and build trust with personalization.

而要通过个性化来建立信任。

My research is clear.

我的研究很明确。

When you personalize customers' experiences,

当你个性化客户的体验时，

they will give you their data much more willingly.

他们会更愿意向你提供数据。

In fact, the percentage rates go up from 30 to 90 percent.

百分比从 30％上升到了 90％。

With this data in hand,

有了这些数据，

companies can build a virtuous cycle.

公司就可以建立良性循环。

So if you're that email marketer out there still spamming customers,

如果你是仍在向客户发送垃圾邮件的 电子邮件营销人员，

stop for a second, look at your unsubscribe rates,

请暂停一下， 看看你的订阅取消率，

and think about how you feel getting all that irrelevant content.

想想你收到那些无关内容的感受。

And as consumers,

作为消费者，

now is the time to make our voices heard.

现在是表达我们意见的时候了。

You can feel it when a brand isn't doing right by your attention,

你感觉得到某个品牌 拿着你的注意力、

your dollar, your data, can't you?

金钱、数据，但没用对，对吧？

So break off that relationship,

停止这样的联系吧，

or at a minimum,

或者至少，

give them a thumbs down in that survey after you had a bad experience.

在你拥有糟糕体验之后 在问卷中给他们点个踩吧。

Companies are paying much more attention

各公司越来越关注

to this aspect of their digital relationship,

他们在数字关系中的这一方面，

so it's worth the two seconds to send that signal.

所以花两秒钟 发送这个信号是值得的。

I want to leave you with something

我想最后说一下 我在这项工作中时常在想的一件事。

that I think a lot about as I do this work.

Have you noticed, people are a little bit angry?

你有没有注意到人们有点生气了？

Actually, there are a lot angry.

其实人们总是生气。

They're angry about big government and big corporations, about flying,

他们对大政府和大公司感到愤怒， 对飞行感到愤怒，

they're angry about how everyone else is angry.

他们对其他人的愤怒感到愤怒。

Look, I'm not going to stand here as the personalization guy

我不会以个性化人士的身份站在这里，

and tell you I have the answer to all the world's problems.

告诉你我对世界上所有问题都有答案。

But I do have to think underlying a lot of this simmering anger

但我确实在思考 这些隐隐酝酿的愤怒

is a sense of not being heard,

是一种被人无视的感觉，

of being a cog in an unresponsive, impersonal world.

是一种作为这冷漠无情的世界中 芸芸众生的感觉。

I get it.

我明白了。

For much of human history, the world was personal.

在人类历史的大部分时间里， 世界是有人情味的。

We knew our butcher, baker and candlestick maker,

我们认识我们的屠夫、面包师 和烛台制作人，

and they knew us.

他们也认识我们。

It's only been in the last century or so,

直到上个世纪左右，

with the rise of mass commerce and digital advertising,

随着大众商业 和数字广告的兴起，

that businesses got impersonal.

商业才没有了人情味。

The fact is,

其实我们已经将个性化 排除在了我们生活之外。

we have taken personalization out of our lives.

It's time for businesses and us as consumers,

是时候让企业 和作为消费者的我们

to work together to put it back in.

携手让个性化重返我们的生活了。

To make us feel seen and heard once again.

让我们再次感到被看见、被听见。

Thank you.

谢谢。

(Applause)

（掌声）