BCG’s survey of 200 brands across sectors shows how the leaders in personalization are boosting their returns by empowering their customers.
Featured Insights
Personalization
Video
October 14, 2024
The Power of Personalization in the Age of AI
Sharing insights from his research, BCG's Mark Abraham highlights a key mindset that can help companies boost their growth—and delight their customers—in today's era of AI.
Article
November 18, 2024
Top retailers on the BCG Personalization Index can achieve an estimated $570 billion in incremental growth by harnessing first-party data to make customer interactions faster, easier, and more convenient.
AI has made brand-differentiating personalization not only possible but essential for success. Companies that have embraced it are driving next-level personalized experiences—and are gaining sustainable advantages.
Article
June 12, 2024
According to our 2024 survey of over 200 CMOs in 7 countries, CMOs increasingly view generative AI (GenAI) not only as a way to improve efficiencies but also to unlock growth.
Article
June 21, 2024
As GenAI drives the marginal cost of marketing content to near zero, the resulting speed, flexibility, and cost efficiency will transform how creative teams work.
Book
Personalized: Customer Strategy in the Age of AI
Personalization is a $2 trillion opportunity. BCG's new book offers a playbook for capturing your share of this personalization prize.
Sales and Channels
Article
September 16, 2024
Integration between Amazon Web Services and Salesforce—combined with a BCG framework for scaling generative AI—can transform how sales organizations work and create value.
Article
September 12, 2024
Firms derive stronger returns from CRM investments when they view the tools as a business transformation, not solely a technology implementation.
Article
September 16, 2024
For every minute B2B sales reps spend with customers, they spend nearly three on behind-the-scenes tasks. Generative AI can flip that equation by accelerating sales-related processes.
Article
June 10, 2024
B2B companies—especially ones in mature industries—can improve their financial and commercial performance when they incorporate the right price-based metrics into their sales incentive programs.
Highlights from Cannes Lions 2024
Video
July 1, 2024
The Efficiency and Effectiveness of the AI-Enabled Marketer
The most critical thing, says Reckitt’s Elaine Rodrigo, is the human in the loop, to train and use the model.
Video
July 1, 2024
AI Transforms Creative Production in Marketing
Amaryllis Liampoti of BCG X and Zalando Marketing Service’s Dinesh Deva explore AI’s role in transforming creative production and personalized ad experiences.
Video
June 19, 2024
Content Creation Is Key to Marketing Success
Companies should prioritize content creation to build trust and engage audiences before launching products, says BCG’s Neal Zuckerman.
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B2B Marketing
Article
January 8, 2025
The way consumers buy automobiles has changed radically since the Mad Men era, but not automakers’ marketing. This shift calls for a faster, data-driven approach.
Article
September 9, 2024
A unified strategy for AI transformation can take an organization from deploying the technology in everyday tasks to reshaping critical functions and inventing new experiences.
Article
September 28, 2023
A survey of 2,700+ SMB decision makers finds a widespread mood of lingering pessimism but glimmers of positivity about their businesses’ economic outlook.
Article
May 17, 2023
The longer the threats of inflation, recession, and disruption persist, the more B2B companies will need to use a wider range of pricing options to maintain strong financial performance.
Book
Game Changer: How Strategic Pricing Shapes Businesses, Markets, and Society
A Wall Street Journal and USA Today bestselling book
By Jean-Manuel Izaret and Arnab Sinha
By Jean-Manuel Izaret and Arnab Sinha
Digital Marketing and Privacy
Article
June 13, 2025
CEOs must broaden their focus from immediate emergencies to longer-term considerations if they are to establish competitive advantage for the future.
Video
April 17, 2025
AI Upends Traditional Ways of Working
AI is turning the tables on how marketers deliver results for clients and generate real growth for their company, says Mansoor Basha of Stagwell Marketing Cloud.
Video
March 12, 2025
Love, Trust, and Marketing in the Age of AI
BCG's Amaryllis Liampoti presents three foundational principles for how brands can harness AI to enhances lives without undermining human agency.
Article
June 17, 2024
BCG, Google, and Omnicom Media Group are laying the groundwork for “unified video,” a holistic approach that reduces the complexity of decision making and helps advertisers sync their spend with the media that their target audience consumes.
Article
May 30, 2024
Marketers who measure mindshare can grow brand value more effectively than with traditional approaches.
Marketing Organization
Article
June 16, 2025
CMOs are increasingly being asked to do more with fewer resources. Discover where they can succeed and how they can unlock savings to fund new growth.
Video
April 15, 2025
The Three Areas Where AI Is Transforming Marketing
Making Science’s Nick Tiano shares how AI is helping marketers level up in creative and content, personalization and media, and measurement and insights.
Video
January 15, 2025
Shifting to AI Marketing Can Boost Growth
Google’s Kristen O’Hara and BCG’s Mark Abraham discuss six ways leaders are embedding AI into marketing workflows—and growing faster than their peers.
Article
September 5, 2024
Combining marketing, sales, and customer success functions into agile teams can create a better experience for customers and unlock new revenue.
Article
January 12, 2024
By operating their e-commerce unit like a digital startup business, traditional retailers can experiment freely, reward risk-taking, scale successes quickly – and unlock higher growth.
BCG on Marketing, Sales, and Pricing
Customer expectations are rising—are you ready to meet them? Explore our latest insights and thought leadership.
Consumer Insights
Article
June 7, 2024
A global survey finds that business leaders expect AI—both predictive and generative—to be a game changer in helping companies address critical consumer intelligence issues.
Article
June 6, 2024
The consumer intelligence available to organizations has grown exponentially in recent years, yet many have struggled to translate that into improved outcomes. Here’s how leaders are leveraging AI and GenAI to better harness that data and generate insights.
Article
September 28, 2023
A survey of 2,700+ SMB decision makers finds a widespread mood of lingering pessimism but glimmers of positivity about their businesses’ economic outlook.
Article
November 21, 2023
It is not. You just need to know where to look for it—where to find resilient consumers who are confident about spending and saving.
Customer Centricity
Article
December 9, 2024
Offering points and cash back isn’t enough. To keep people happy, companies must deliver a differentiated experience with personalized benefits and relevant partnerships.
Report
September 3, 2024
Companies have a major opportunity to move from providing clean energy solutions that customers think they should buy to creating compelling products and services that customers will want to buy.
Article
June 7, 2024
Companies should not delay their cookie-less future preparation. Moving to first-party data can provide companies with better information and richer customer relationships, as leaders demonstrate.
DEEP AI by BCG X brings transformative relief to customer service headaches—for customers and businesses alike. Learn more on WIRED.
