AI, Hyperpersonalization and Omnichannel: Keys to transforming the customer experience in Mexico

The artificial intelligenceThe new digital marketing strategy, real-time personalization and effective channel integration are no longer just trends, but the cornerstones for Mexican companies to stand out in competitive markets, supported by digital marketing strategies and a cloud-based data ecosystem that positively impact customer experience and business profitability at high speed.

A recent study by McKinsey reveals that the 72% of companies already employ AI in one or more functions, reporting direct revenue increases in 40% due to adoption. On the other hand, in 2025 TechRadar states that cloud infrastructure optimization is no longer optional and becomes a strategic necessity to ensure efficiency, scalability, security and sustainability.

In the experience of NATEEVOThese three axes have consistently demonstrated that their joint implementation, aligned from strategy to operation, generates the greatest impact in transforming the customer experience (CX) and generating tangible economic results: hyper-personalization to offer truly relevant interactions and content; omni-channeling to ensure a seamless and consistent experience at all points of contact; and generative artificial intelligence to convert data into autonomous and agile decisions and actions that boost efficiency and innovation.

1. Hyper-personalization: unique and highly profitable experiences

The hyperpersonalization leverages real-time data analytics to deliver relevant, individualized customer experiences that drive conversion and loyalty.

- According to BrandXR, Personalization with AI can increase ROI by 25%, increase conversion up to 1.7X and double engagement.

- Bain & Company indicates that solutions based on IA free up time for sales and increase profit rates by more than 30%.

These figures show how intelligent personalization not only drives profitability, but also allows you to build high-value relationships with each customer.

One example is OXXO of the FEMSAwhich is transforming the future of retail personalization, where it implemented a hyper-personalization strategy based on data analytics and advanced segmentation, offering relevant experiences to both anonymous customers and members of its loyalty program. It managed to increase the average ticket, driving higher revenue per customer, and expand its subscriber base to the program, with a dashboard that measures and adjusts the strategy in real time. The company plans to extend this initiative to all its stores by 2025, strengthening conversion and loyalty.

2. Omnichannel: consistent and effective experiences at all points of interaction.

In both digital and physical environments, customers demand seamless, constant and consistent interactions.

While direct sources on UGC (User Generated Content) and immersive experiences are not being replaced, the global push towards personalized experiences (including AR, VR, visual and voice search) is clear in reports such as the one from Deloitte for Cannes Lionswhich showcases the rise of generative AI and creator-driven personalization as a vehicle for connecting with audiences across channels and touchpoints.

A omnichannel well executed combined with unified data not only improves the experience, but also increases the average ticket, reduces friction and strengthens brand perception.

For example: research conducted by NielsenIQ and published by Forrester revealed that companies that implement intelligent omnichannel solutions...that is, that unify data from online and physical channels...achieve significantly superior results: 56% of those companies report a better understanding of the entire customer experience (versus 33% in those without these tools). And 65% can design stronger omnichannel strategies, and 36% see a direct improvement in customer loyalty.

3. Generative Artificial Intelligence: transforming data into action.

Generative AI has become the backbone of digital strategy, enabling a shift from passive analytics to proactive action.

- McKinsey points out that companies are reorganizing workflows to capture real value with Generative AIintegrating ROI and governance metrics.

- Business Insider, reports that the 71% of CMOs plans to invest more than $10 million annually on IA for customization and optimization.

Strategic adoption of AI not only improves the customer experience, but also drives efficiencies, reduces costs and enables new revenue models.

An example is Avolta (formerly Dufry), has put artificial intelligence at the center of its digital strategy with the launch of a colossal data lake, managed with AI, that analyzes the shopping behaviors of millions of passengers in more than 5,100 global branches. This initiative has identified a case such as the growing preference for tequila among Indian travelers, optimizing product offerings, improving conversion rates and enabling more engaging experiences with AI agents for the 70% of passengers who previously did not spend in their stores. This case illustrates how Avolta has transcended passive analytics, implementing generative AI to act with precision and build more effective connections with customers, increasing both conversion and operational efficiency.

In summary, it is a fact that the synergistic implementation of hyper-personalization, omnichannel and artificial intelligence, supported by optimized cloud data infrastructures, will more assertively improve the future of Mexico's customer experience and business growth. That's why companies that are already adopting these strategies are seeing tangible improvements in conversion, loyalty and continuous innovation.

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