Today’s consumers expect more than just functional brand interactions. They expect intelligent, personalized experiences delivered in real time. According to McKinsey, 71% of consumers expect companies to deliver personalized experiences, and 76% become frustrated when that doesn’t happen. In other words, personalization is a baseline expectation.

Thankfully, consumer expectations for personalization have risen right alongside the enhanced capabilities of large language models and artificial intelligence. As the backbone of personalization at scale, AI can power dynamic ad creative, automate product recommendations, and optimize customer journeys across channels. But even the most sophisticated AI models are only as good as the data that powers them. Without complete, relevant and high-quality data, AI can misfire—delivering mistimed messages, irrelevant offers, or broken user journeys that erode trust rather than build it.

That’s why third-party data still plays a vital role, even in a privacy-conscious, first-party-focused world.

The urgency of AI-Driven personalization

Marketers are already using data and AI to make their campaigns smarter and more efficient. For example, an online grocer might analyze past behavior to recommend weekly meal plans before customers even search. A hotel brand could adjust email content based on the weather forecast in a traveler’s destination. A fintech app might offer personalized onboarding experiences depending on a user’s financial goals and behavior patterns.

What all of these strategies have in common is the need for data—lots of it. AI systems need fuel to learn and optimize. And while first-party data is essential, particularly for retention efforts, it often doesn’t tell the whole story. It’s limited to a brand’s owned environments and can leave gaps in understanding who a consumer really is across channels and devices.

That’s where high-quality third-party data comes in.

Why third-party data matters more than ever

Despite increasing investment in first-party strategies, third-party data continues to serve a critical role in modern marketing. It helps brands build more complete audience profiles, extend reach and resolve identities in a fragmented ecosystem—especially as traditional identifiers like third-party cookies decline in relevance.

When sourced and applied responsibly, third-party data enhances the performance of AI-driven strategies by enriching audience insights, improving targeting precision and supporting real-time personalization across platforms. However, maintaining quality and privacy compliance in an ever-changing regulatory environment requires an experienced hand.

Eyeota, a Dun & Bradstreet company, represents a trusted player in the complex third-party data space. As a global provider of ethically sourced, privacy-compliant audience data, Eyeota helps marketers fill in the blanks—so their AI tools can make smarter, more context-aware decisions. Eyeota’s data is interoperable and identity-agnostic, helping marketers maintain continuity as the digital identity landscape continues to shift.

The result? Better personalization, stronger campaign outcomes and more relevant experiences for the consumer.

Balancing automation with human oversight

AI can help marketers scale personalization, but the human touch still matters. In fact, it matters more than ever. Consumers want to feel understood and respected. That requires emotional intelligence, brand authenticity and ethical decision-making that AI alone can’t guarantee.

Marketers must remain involved in guiding AI-driven experiences to ensure they reflect a brand’s values and avoid unintended consequences. That means:

• Ensuring data is used ethically and transparently
• Putting safeguards in place to prevent bias or exclusion
• Maintaining oversight of how personalization algorithms respond to changing behaviors and norms

Trust is earned, not automated. Consumers are increasingly aware of how their data is used, and they reward brands that demonstrate transparency and respect for privacy. Marketers who can combine AI efficiency with human empathy are better positioned to build lasting customer relationships.

Responsible Data, Smarter AI

Used responsibly, the combination of AI and high-quality data unlocks tremendous value. It allows brands to:

• Anticipate customer needs and intent in real time
• Deliver personalized content and offers that are timely and relevant
• Improve ROI by focusing on the audiences most likely to engage or convert
• Continuously learn and optimize campaigns using performance feedback

The expectations around personalization will only continue to rise. As consumers grow more accustomed to seamless, tailored experiences across apps, websites and connected devices, brands must evolve to meet them, without compromising on privacy or trust.

That’s the opportunity—and the challenge—of modern marketing. AI may be the engine, but data is the fuel. And to win in a world of disappearing identifiers and rising expectations, brands must invest in data that’s complete, compliant and contextual.

High-quality third-party data, like that provided by Eyeota, is a critical enabler of personalization at scale. When paired with the right technology and guided by thoughtful human oversight, it can transform the customer experience from generic to genuinely meaningful