All Star Incentive Marketing has examined the potential for artificial intelligence to assist corporate gift personalization. Its April 2024 commentary responds to a published discussion of how technology could help businesses select gifts at larger scale.

The company identifies familiar operational challenges: understanding recipients, managing budgets and coordinating sourcing and delivery. Data analysis could support selection, particularly when a program serves many employees, clients or prospects.

All Star also recognizes the limits of an automated recommendation. A system can miss an individual’s actual preferences, while personalization requires careful handling of the information used to make the choice.

The company’s own emphasis is on retaining a personal understanding of the recipient. Conversations, observed interests and the reason for the gift can inform the selection alongside technology.

Timing and company values are additional considerations. A suitable item can carry more meaning when it fits the occasion and the relationship between the business and the recipient.

All Star presents technology as a potential aid to program design and measurement, with human knowledge of the recipient continuing to shape the final gift experience.