Hyper-personalised content lifted site conversion to 2.9% from 0.5% and email click-through to 3.4% from 1.8%

Email content

Reader Note:: Deloitte presents this as one of its "Five truths of AI in marketing." The figures compare hyper-personalised content with basic content for two metrics: site conversion rate at 2.9% versus 0.5%, and email click-through rate at 3.4% versus 1.8%; it also cites a 44% video-through rate for personalised video ads. The report does not identify the campaigns, sample, industries, time frame, or how personalisation was implemented.
Evidence:: Expert judgment
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Mixed undisclosed sources. Includes Deloitte's 2025 survey of 1,854 executives across EMEA for one AI finding, plus Deloitte CMO Survey 2025 and other Deloitte analysis; the overall report sample and methods are not fully disclosed.

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Anything that needs a measurement. Nobody counted or tested this.
This was measured in one market. It may not hold where you are.
The source never says how this number was measured.
The source says how much it looked at, but not how any of it was chosen.
This comes from a company with a commercial interest in this market, so it is not a neutral source.