The State of Personalization in Marketing | MMA / Marketing + Media Alliance
MMA Research

The State of Personalization in Marketing

Almost two-thirds of marketers claim to have made progress in personalization, but the majority acknowledges there is significant untapped potential.

MMA's State of Personalization report, conducted in partnership with Monks and EY, surveyed over 100 senior marketers to understand the current landscape of marketing personalization. The research shows that while most marketers claim to have established personalization capabilities, 78% see significant untapped potential in their efforts, indicating substantial room for improvement in how organizations approach and execute personalization strategies.

 

The study uncovers critical gaps in execution, with most marketers still relying on manual content customization despite surging demand for personalized experiences. Resource constraints and scaling challenges prevent organizations from achieving true personalization at scale, with only 24% regularly using generative AI tools for personalized creative. The disconnect between ambition and execution is clear across content development, delivery, and optimization.

Average Campaign Lift from
personalization is ~24%

vs.
Average lift from
MMA's CAP studies
for personalization:

Looking ahead, marketers recognize the need to invest in both technology and talent to bridge the personalization gap. The research points to a clear path forward: developing advanced audience segmentation capabilities, prioritizing AI-driven content assembly, and moving from manual processes to automated experiences that can truly scale.

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