Personalization approaches used by marketers in the U.S. 2018-2020

In a March 2020 survey of marketers in the United States, gauging their usage of personalization, it was found that the use of machine learning or algorithmic approach to personalization was growing in popularity among respondents. In 2018, 26 percent of survey participants said they used machine learning for personalization, while in 2020 this share grew to 46 percent. At the same time triggered messages maintained a fairy steady usage rate over the three years.