3. Create Dynamic Experiences That Adapt in Real Time

For NEOs, relevance isn’t static—it evolves with their changing interests, needs, and circumstances. Businesses should focus on creating dynamic experiences that adapt in real time based on customer behaviour and feedback. This involves using AI and machine learning to deliver personalised recommendations, messaging, and interactions that feel timely and intuitive.

Implement AI-Driven Personalisation Engines: AI tools can help businesses deliver dynamic content, recommendations, and messages that reflect the individual’s current interests and context.
Respond to Micro-Moments: Identify key moments in the customer journey where a relevant intervention can enhance the experience, such as recognising a recent interest in a topic or responding to an inquiry with personalised support.

Example: A travel company could use AI to analyse customer searches and preferences, sending a notification like: “Jake, based on your recent searches for mountain retreats, we’ve curated a list of eco-friendly getaways perfect for your next adventure.”