(BPT) - For any business, effective marketing is about getting the right message to the right person at the right time. Today's AI capabilities take this goal to the next level, allowing businesses to transform how they connect with customers. But AI's real power comes with context - understanding not just what humans do, but why they do it, and tailoring experiences to that deeper insight.

Businesses with a global reach need these tools more than ever to stay competitive. For the Aston Martin Aramco Formula One™ Team, connecting with 850 million fans around the world is critical. While technology is the key, it's vital to remember that people are the engine.

"To really understand people, we've got to get past the surface-level data of clicks and really start understanding behavior," said Rob Bloom, Chief Marketing Officer, AMF1. "What are they clicking on in the content they're consuming, what merchandise are they browsing in the store? What's their race weekend experience look like? When you really understand human behavior and apply the power of AI, it becomes a huge accelerant to help us deliver more content, experiences and bespoke merchandise drops that are absolutely tailored to that individual."

Personalize customer experiences

Together, Aston Martin and AI services provider and AMF1's Global Technology Services Partner Cognizant are redefining what effective marketing looks like. How? By using AI for capabilities from predictive storytelling to personalized fan experiences.

"AI tools let us personalize in ways we couldn't before," said Thea Hayden, Chief Marketing Officer, Cognizant. "Personalization isn't just about data; it's about context. AI can connect signals across platforms, languages, and moments to deliver experiences that feel intuitive and relevant."

What does this mean for racing fans? "When you've got a huge global fan base across multiple languages, you have to bring in AI to help you on that journey," added Bloom. "We might use generative AI to work cross-platform for more tailored and even individual messages from a driver to individual fans - in 35 languages - so each fan feels like they're part of this team and this journey."

Use AI tools that benefit your business

The precise AI tools that your business finds useful will vary, depending on the nature and size of your company. Not sure where to start? "Think about AI as something that can add speed, relevance or insight to any part of your customer journey," Hayden explained. That could mean using consumer-facing tools like assist agents and recommender systems to answer questions and make recommendations.

But AI can also help your team function more efficiently, like using it to record and take notes during team meetings, providing not only data to refer back to, but also sharing insights and actions, clarifying what's been discussed in an objective manner for your entire team.

AI can also maximize brain power by expanding your whole team's capabilities. For example, Cognizant recently engaged associates from across the company to participate in a "Vibe Coding" event to win a Guinness World Records™ title for most participants in an online generative AI hackathon. With vibe coding, participants define what they need in natural language, then AI generates the code - making software creation more accessible to everyone and democratizing innovation across technical and non-technical roles.

How can marketing teams start using AI?

Because consumers already use AI tools like search engines, recommendation requests and task management, it's no longer a luxury for businesses to use these tools, but a necessity.

"We're seeing consumer adoption of AI outpacing enterprise adoption," noted Hayden. "We have a smarter, more informed consumer today. Our research shows that by 2030, 55% of purchases are going to be driven by AI-friendly consumers. We need to make sure we're meeting them where they are."

Here are five tips for starting AI adoption:

• Be open-minded: Being willing to learn and grow will open new opportunities. "The best marketers are going to be those who don't use every tool, but know how to ask the right questions and remain curious," Hayden noted.
• Don't be afraid to play: Experimentation will help your team discover what works and what doesn't. "Try different things, see what works and what isn't helping," said Bloom. "When you find things that work, share them with your colleagues and learn together."
• Start small: Don't expect to learn everything immediately. "You don't have to do the whole journey at once," said Hayden. "Pick part of the customer journey you know can benefit from AI, try it out and see what happens."
• Understand your customers: Knowing who your customers are and what they want is vital. "We said, 'Let's really get a good understanding of our fans,' with the recognition that there's 850 million Formula 1 fans in the world, but they're all different," said Bloom. "We win by finding ways to connect with them that are tailored to their individual preferences."
• Help consumers find you: Make sure content you deliver is discoverable, visible and valuable by AI-savvy consumers and AI agents. "Make sure you're delivering your message in a way that's not only relevant and personalized, but consistent, factual and findable by agents and hits them right when they're looking for it," Hayden said.
• Prioritize context: AI works best when it understands the bigger picture including workflows, environment, and tribal knowledge.

Ultimately, AI tech tools ideally lead businesses to one goal: providing what consumers want.

"We set out on day one to be fan first and put the audience at the heart of what we do," said Bloom. "AI tools help us deliver on that promise."

Learn how Cognizant and its clients are moving toward the future by watching Cognizant Tech Talks.