Perfecting Personalization: Why Execs Are Prioritizing Personalization With Their AI Investments

Improving personalization has long been reason-enough for marketers to increase investments in their tools and platforms.

And that hasn’t changed one bit in the AI era.

In a recent Adobe report, “Adobe 2026 AI And Digital Trends,” 70% of the executives and practitioners in customer-experience roles said their organizations have seen measurable improvements in their personalization, with 61% of executives saying delivering more personalization is a top goal for AI investments over the next 18 months.

(Source: Adobe)

While 54% of practitioners agreed with these executives on personalization, their differences in opinion on other AI deployments “threaten progress,” according to the report.

“Both groups agree on broad priorities for AI investments — personalization, customer satisfaction, and workflow automation — but their views on readiness, impact, and performance diverge in consistent ways,” the report says. “Practitioners are more likely than executives to focus on the operational realities that let them deliver better experiences, like content creation and operational activation. Executives, meanwhile, are more likely to emphasize goals like revenue growth and customer satisfaction.”

If there’s one AI area that the groups agree on, Adobe says it’s in regards to the pace that AI is “reshaping roles and workflows.” 57% say AI is changing faster than employees are able to adapt to, and 58% say there’s a risk of falling behind for those who do not embrace the technology now.

“61% go as far as to say that employees should now consider AI an indispensable coworker rather than just a tool,” the report says.

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