Rachel Leist for HubSpot

How smart brands are delivering Netflix-level personalization with AI

Remember the last time you got an email that started with ‘Hey {First_Name}’ and immediately felt like deleting it? That visceral reaction isn't just about poor execution — it signals a fundamental shift in buyer expectations.

HubSpot research shows that 78% of customers expect more personalization in business interactions than ever before. Yet only 47% of business leaders say their customer service experiences are highly personalized.

You can no longer rely on old-school personalization tactics like adding basic customer details to a holiday card or making a generic comment like “I love what your company is doing” in your outreach.

Buyers want to feel like their favorite brand understands

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