Personalization is no longer a marketing advantage; it is the expectation. Customers move across email, mobile apps, social media, and websites. In this landscape, relevance matters as much as reach. AI-powered personalization is central to how leading platforms like Braze and Klaviyo coordinate tailored customer journeys at scale. As these tools evolve, marketers must rethink how they create, deliver, and optimize content across every touchpoint.

What Is Personalization?

Personalization in marketing refers to delivering content that adapts to the individual, not just the segment. AI enhances personalization by using machine learning and predictive analytics to analyze behavior and audience intent to deliver relevant messaging in real time. These systems evaluate specific signals such as purchase history, browsing patterns, and channel preferences to tailor the next messages, timing, channels, and content formats.

Platforms across the industry are advancing quickly. Braze is investing heavily in AI-powered personalization through its Braze AI™ which includes the Braze Intelligence Suite and BrazeAI Decisioning Studio™ (Source). Klaviyo is expanding its predictive analytics capabilities, offering AI-supported segmentation, send-time optimization, and product recommendation models designed for ecommerce growth (Source). These innovations are refining what personalization means, moving beyond first-name tags, and towards dynamic, context-aware experiences delivered at the right moments. 

Personalization Trends for Marketers

1. Real-Time Customer Experiences and Journeys

Customers no longer travel through linear funnels or channels. They browse, pause, return, switch devices, and convert when something actually resonates. This non-linear behavior challenges traditional marketing approaches that rely on rigid, rule-based workflows. Leading platforms are responding by using AI-powered decision systems that analyze customer behavior in real time and determine the most relevant next action to deliver personalized experiences.

Braze offers one of the most advanced real-time personalization ecosystems in the market, specifically their Braze AI™ (Source). This includes the Braze Intelligence Suite which automatically tests, optimizes, and personalizes journeys using data-based insights (Source), and the BrazeAI Decisioning Studio™ which replaces traditional A/B testing by using AI-powered decisioning to personalize every interaction and optimizes any business metric (Source). While Klaviyo’s strength lies in more ecommerce-focused personalization. This includes predicting the next purchase date, driving personalized product recommendations, and using AI to send-time optimized message variations (Source).

Opportunity: Marketers can use AI to personalize responses at the right moment of intent. They can deploy campaigns that adapt to micro-behaviors during the customer journey of actively browsing, tapping, scrolling or making a purchasing decision.

2. Predictive Analytics and Advanced Segmentation

Predictive analytics has evolved from manually building segments to dynamically generating new ones in real time. Predictive models now analyze vast amounts of behavioral and transactional data to anticipate customer needs before they express them. Instead of reacting to actions, predictive personalization allows marketers and brands to proactively tailor cadence and messaging.

At Braze, they use predictive models and machine learning to support advanced personalization and segmentation. These capabilities help marketers to personalize, not just what they send, but why, when, and to whom. Machine learning can predict churn which identifies users likely to disengage with content and campaigns, cluster users by behavioral similarities, and help target users with high likelihood of purchasing (Source). Klaviyo’s predictive analytics engine also helps to predict churn probability and AI-generated segments, as well as Customer Lifetime Value (CLV) predictions and expected order value (Source). These tools will allow brands to tailor offers and content to intent, even before customers signal it explicitly. 

Opportunity: Machine learning can be used to anticipate existing and new customer behaviors instead of relying on guesswork. This can lead to smarter lifecycle flows, higher conversion rates and targeted retention strategies. Marketers should leverage both AI and data analytics to gain predictive insights to align segmentation and messaging with customer needs.

3. Omnichannel Personalization Across Every Touchpoint

As consumers navigate multiple channels such as email, push notifications, SMS, WhatsApp, in-app messaging, and websites, they expect consistent brand messaging across every touchpoint. Marketers can use personalized and targeted strategies and ads to help amplify and reinforce customers' awareness of their campaigns, promotions, and offerings. Leading platforms are developing unified personalization engines to address this challenge of delivering relevant messaging across every customer interaction.

Braze is known for its strong cross-channel capabilities, offering seamless coordination through Canvas Flow, channel-specific personalization across email, push, in-app, SMS, and webhooks, and AI-driven channel selection that identifies the best medium for each user (Source). Klaviyo has expanded beyond email to include SMS personalization, push notifications for mobile apps, web personalization capabilities, and unified profile data across channels (Source). Its strength lies in enabling ecommerce brands to easily personalize browsing, purchasing, and re-engagement moments for more relevant, high-impact customer experiences.

Opportunity: Omnichannel personalization improves deliverability, engagement, and creates adaptive messaging across channels and devices. Playable’s browser-based platform, integrated with Braze, Klaviyo, and other engagement tools, allows marketers to optimize video messaging for any device, bandwidth or operating system.

4. Personalized Video Content

Personalized video remains one of the most underutilized tools in marketing. The barrier has always been the same: video is expensive, time consuming, and difficult to personalize at scale. However, AI tools are changing that, technologies such as PuppyDog (Source) can generate fully customized video content in minutes, and Playable’s platform is making video personalization more accessible and readily available. These innovations eliminate the traditional product costs and constraints to allow marketers to deliver more relevant and visually engaging video experiences across channels.

Most customer engagement platforms and Email Service Providers (ESP) such as Braze and Klaviyo support video playback inside messages and video blocks. Using Playable’s platform to include instant-play video content and messaging into these systems can make it easier and faster for cross-channel delivery, scaling video performance, and creating new video content (Source).

Opportunity: Personalized video can drive clearer product and brand messaging and stronger emotional connections. Marketers who adopt tools such as PuppyDog and Playable early can leverage emerging technology to stay ahead of the competition. 

Conclusion

Personalization is reshaping digital marketing, driven by rapid advancements in AI, predictive analytics, and dynamic content technologies. Platforms like Braze and Klaviyo are raising the standard for what brands can achieve, delivering video and messages that adapt to each user’s behavior, context, and needs. The future of personalization belongs to brands that leverage AI to enhance human creativity, use predictive insights to anticipate customer behavior, build multi-channel journeys that respond in real time, and include video content to increase engagement. With tools like Playable, marketers can bring personalized video into their tech ecosystem, delivering high-quality, relevant experiences at the pace consumers expect.

References

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Braze. (2025). Introducing BrazeAI Decisioning Studio™ on Google Cloud Marketplace. Braze Newsroom. https://www.braze.com

Braze. (n.d.). BrazeAI Decisioning Studio™. https://www.braze.com/docs/user_guide/brazeai/decisioning_studio

Braze. (n.d.). Launching Canvas Flow. https://www.braze.com/docs/user_guide/engagement_tools/canvas/ideas_and_strategies/launching_canvas_flow

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Klaviyo. (2024). Advanced KDP & Marketing Analytics. Klaviyo Help Center. https://help.klaviyo.com/hc/en-us/categories/18073014919195

Klaviyo. (n.d.). Campaigns - Help Center. https://help.klaviyo.com/hc/en-us/categories/115000867667

Playable. (2025). Playable Smart Video Editor: AI-driven video creation for email and mobile. https://playable.video/features

Playable. (n.d.). Playable integrations. https://playable.video/integrations

Playable. (n.d.). Playable: Visual and interactive content integration with Braze. https://www.braze.com/docs/partners/message_personalization/dynamic_content/visual_and_interactive_content/playable

Playable. (n.d.). PuppyDog partnership. https://playable.video/news/puppydog-partnership

Playable marketing communications plan. (2025). Playable Marketing Communications Plan (2025–2026).

PuppyDog. (n.d.). PuppyDog. https://www.puppydog.io/

Russell, M. (2025, April 14). AI will shape the future of marketing. Harvard Division of Continuing Education. https://professional.dce.harvard.edu/blog/ai-will-shape-the-future-of-marketing/

Saiyad, N. (2025, July 20). The future of digital marketing: Trends to watch in 2026. LinkedIn. https://www.linkedin.com/pulse/future-digital-marketing-trends-watch-2026-nakib-saiyad-gzyuf/

William & Mary. (2025, July 29). The future of AI in marketing: How is it reshaping the industry? Online Business Blog. https://online.mason.wm.edu/blog/future-of-ai-in-marketing