In today’s digital-first world, AI-powered personalization isn’t just expected—it’s essential. But true personalization goes far beyond inserting a name into an email or targeting an ad based on demographics.
It’s about delivering the right experience, at the right time, in the right format—in a way that feels natural, not forced.
In Part 2 of our exclusive series, we sat down with Shabana Badami, Head of AI Performance Solutions at Google Asia Pacific, to understand how AI is enabling a new level of intelligent, intuitive personalization that’s reshaping how people interact with brands and information.
It Starts with Subtle Signals—and Big Impacts
Shabana makes it clear:
“For Google, personalization isn’t about bombarding users with data—it’s about understanding context and intent.”
Think of a simple search like “restaurants near me.”
Google factors in your location, time of day, past preferences, and more to serve truly relevant results.
This kind of personalization is subtle, but incredibly powerful. It’s not about being intrusive—it’s about being useful.
Personalization at Scale: 5 AI Strategies Every Marketer Should Know
Shabana shares five key strategies that forward-thinking marketers are using to personalize smarter and perform better in the age of AI:
1. Go Beyond Keywords: Understand Intent
Large Language Models (LLMs) allow us to move from shallow keyword matching to deep semantic understanding.
AI can now decode user intent, anticipate future needs, and recommend smarter bidding strategies.
Tools like Broad Match and Smart Bidding are already doing this at scale.
2. Create High-Quality, Audience-Specific Content
AI isn’t just optimizing delivery—it’s also helping marketers create better content.
With tools like Automatically Created Assets (ACA), brands can generate on-brand, targeted creative for different audience segments in real time.
This saves time, boosts relevance, and increases campaign performance.
3. Leverage Rich Audience Signals
AI helps build more complex and predictive audience segments, factoring in behavior, interests, demographics, and more.
Products like Performance Max tap into Google’s full inventory to find new high-intent customers across channels you may not even be targeting yet.
4. Prepare for Multimodal Search
Voice. Visual. Text. All at once.
Today’s users expect to search with whatever’s most intuitive to them—and Google is meeting that need with tools like Google Lens, Circle to Search, and AI Overviews.
For marketers, this means adapting content and SEO to be discoverable across formats—and always user-first.
5. Make Smarter, Faster Decisions with AI Analytics
AI-powered analytics can now surface patterns, predictions, and performance gaps that humans alone could never spot.
By integrating real-time insights with campaign strategy, marketers can iterate faster and grow smarter.
Personalization That Respects, Not Invades
Shabana emphasizes that this new wave of personalization is built with responsibility at its core:
“It’s not about tricking users. It’s about providing valuable experiences that meet their needs.”
This is AI used right—to make marketing more human, not less.
Why This Matters for Brands and Marketers in APAC
In a region as diverse and dynamic as APAC, personalization is not one-size-fits-all.
AI-powered personalization enables scalable nuance—the ability to deliver hyper-relevant experiences across languages, cultures, and platforms…—the ability to deliver hyper-relevant experiences across languages, cultures, and platforms, without sacrificing efficiency or ethics.
Watch the Full Conversation
This episode is a must-watch for brands, marketers, and tech leaders looking to stay ahead in the AI-powered marketing era.
📌 Missed Part 1? https://www.linkedin.com/feed/update/urn:li:activity:7317698200071454720
👉 Watch Part 2 now and follow us to stay ahead of what’s next.
