Personalizing AI in Presales: Front-Line Insights

We have all heard it: the GTM playbook is dead.
Spray and pray outreach no longer works, and buyers now expect every interaction to feel personal and relevant.

At the same time, presales teams face pressure to do more with less.
Lean teams are being asked to incorporate AI, respond to complex RFPs, and still deliver an exceptional buyer experience.

So where does personalization fit in a world where AI is everywhere? Iris and Navattic believe they have a solution.

Why Personalization Still Matters

Gartner found that customers engaged through active personalization are 2.3× more likely to confidently complete critical purchase decisions, proving the tangible business impact of tailoring interactions.

Netguru reports that 78 percent of organizations now use AI in at least one business function, up from 55 percent just a year ago. This shows that AI adoption is accelerating across the enterprise.

Together these findings highlight the opportunity: as AI becomes mainstream, the true differentiator will be how personally and thoughtfully it is applied.

Buyers also face more information and more vendor choices than ever. Procurement cycles are longer, evaluation committees are larger, and expectations for a seamless digital experience continue to rise. Every touchpoint from discovery to final proposal must feel custom built, not machine generated.

Three Common Misconceptions About AI and Personalization

1. AI will always sound robotic
A common fear is that AI generated content will be stiff or obviously machine written. In reality, with clear brand guidelines, custom personas, and continuous learning from approved answers, AI can write in a company’s tone of voice and adapt to different audiences so smoothly that readers cannot tell the difference.

2. AI cannot reflect brand voice or industry nuance
Many teams worry that AI tools do not understand their company’s unique language or compliance needs. Modern platforms can be trained on style guides, industry terminology, and approved responses so that every proposal or demo remains fully on brand and contextually accurate. Navattic’s new AI Copilot, for instance, instantly spins up demos for new use cases and suggests copy and CTAs based on your best practices, so teams start from a smart, on-brand foundation rather than a blank page.

3. AI cannot adapt to different audiences or buyers
Modern AI tools personalize far beyond basic tone. Iris, for example, combines multiple layers of customization:

• Custom personas to match brand standards and speak directly to each buyer type
  
  
• Tagging by product line so large enterprises can create RFPs that are specific to each product or business unit
  
  
• Ask Iris, which lets account executives instantly surface approved answers and tailor proposals in real time
  
  

Navattic makes the buying experience feel personal. You can create demos based on who is viewing. A healthcare prospect might see examples of compliance processes, a technical user can explore integrations, and an executive can focus on ROI. Built-in analytics track what people engage with most so teams can keep improving each demo.

Together these capabilities show that AI can deliver deep, dynamic personalization at scale, ensuring every proposal and demo is precisely targeted without the manual effort that once made true customization impossible.

Real World Proof: Persona Specific Demos and RFPs

Navattic recently ran an internal experiment to measure the impact of personalization.
They launched a persona specific homepage demo targeting marketing, sales, and product or growth audiences. Over just three weeks they saw a 6.3× increase in marketing qualified leads and roughly 2× higher demo completions compared with a generic demo.

Customers are replicating these results. Jellyfish, for example, built demo paths for different buyer roles and use cases. Early outcomes show stronger resonance in outreach and higher engagement, especially among technical and executive audiences, as prospects see content that feels made for them. These results are even easier to replicate with Navattic’s AI Copilot, which can auto-generate new demo flows, update charts and tables with simple prompts, and even translate demos into multiple languages—all while preserving brand voice. That means persona-specific demos can be created and iterated in hours instead of days.

Corelight, a customer of Iris, demonstrates the same principle on the RFP side.
Instead of spending hours digging through old documents or chasing subject matter experts for input, Corelight now uploads an RFP and receives high quality, source cited responses automatically personalized to the prospect’s needs. These responses align with brand voice, formatting, and product specific details and are ready for rapid review and delivery. What once took days now takes hours without sacrificing accuracy, professionalism, or brand consistency.

What sets Iris apart from legacy players is how personalization is powered. Rather than relying on fuzzy keyword matching or recycled boilerplate, Iris builds every response from a continuously updated, integrated knowledge hub and aligns it with the specific person or team on the receiving end. Each approved answer strengthens the system, so personalization grows richer over time.

Personalization Is Still Possible With the Right Tools

The good news is that AI can absolutely be personalized when paired with the right strategies and technology.

Take Iris, which ensures every RFP response is crafted for the specific opportunity rather than merely repurposed.

Or consider Navattic, which enables hyper specific, interactive demos that go far beyond one size fits all product tours, giving buyers an experience that feels designed just for them.

Navattic reports that customers are leaning heavily into personalized demo strategies, including:

• Creating multiple demos inside demo centers or using branching flows to match different use cases, personas, or jobs to be done
  
  
• Achieving a 3.75× increase in demo center usage year over year
  
  
• Making demo centers the most popular format among the top 1 percent of website demos
  
  

Navattic also notes that 73 percent of buyers now expect better personalization as technology improves, and usage of demo centers has surged as teams deliver interactive journeys that reflect each buyer’s priorities.

By weaving personalization into every interaction, presales teams can capture attention faster and make their product story more memorable.

The lesson from the field is clear: AI does not have to mean generic.
With the right setup and thoughtful tool selection, you can scale personalization, preserve your brand voice, and ensure every interaction from RFP responses to live demos remains tailored and human.

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