Communication That Feels Human

At Singulate, we’ve spent a lot of time wrestling with a question that sounds simple but has deep implications:

What if every marketing message felt like it was written just for you?

Not because it included “Hello, {FIRSTNAME}” in the subject line, but because it actually resonated. Personally, emotionally, and contextually.

This idea isn’t just about email design. It’s about reimagining how brands communicate at scale. And it’s at the heart of everything we’re building.

Why most marketing still feels robotic

Traditional email marketing has become a game of educated guesswork. We slice audiences into increasingly narrow segments. We A/B test subject lines. We fine-tune copy for a theoretical “average” recipient. And we hope that somewhere in all of it, the message feels relevant.

The result? Messages that feel generic and disconnected.

Expectations have changed. A McKinsey study found that 71% of consumers expect personalized interactions, and 76% feel frustrated when they don’t get them. [1]

We know personalization matters. We just haven’t had the tools to do it well, at scale, and without endless complexity. This is what we’re building.

True personalization is invisible

You know personalization is working when you don’t have to think about it.

When Netflix recommends a show you end up loving, you don’t say, “What great algorithmic targeting!” You simply think, “That looks interesting” and hit play. The personalization disappears into the experience.

This is the standard we strive for at Singulate. Personalization that doesn’t scream “We used your data!” but instead feels natural, like a thoughtful message from someone who actually understands you. That’s what real communication feels like.

From automation to intention

We’re in the middle of a profound shift. AI has made it possible to personalize communication at a level we’ve never seen before. But the opportunity isn’t just in automating more. It’s in enabling better, more relevant, more human, more intentional messaging.

At Singulate, we build with three core principles:

1. Make sophisticated simple
2. Enable relevance at scale
3. Empower confident operators

These pillars guide not just our product, but how we believe marketing will evolve.

Make sophisticated simple

Most personalization tools are too complex for daily use. They rely on rigid logic trees, nested rules, and constant toggling between creative and technical modes.

Good design makes complexity disappear.

Wow Tags, one of our core features, lets marketers write personalization in plain language. Instead of hardcoding tags, you can say:

“Describe {company_name} in two adjectives based on their industry.”

The AI might return “innovative and disruptive” for a SaaS startup or “trusted and established” for a financial firm. The tech handles nuance. The marketer stays in flow.

It’s like Google Maps. You don’t think about the algorithm. You just type in your destination and go.

Relevance at scale

Most tools force marketers to choose between scale and depth. Either you write one generic message for everyone, or you manually build variations for every segment. Why not both?

With features like Branched Paragraphs, marketers can write modular content that dynamically adjusts based on real-time context:

“Show this paragraph to users who activated Feature X in the last 30 days. Otherwise, show this one.”

No need to clone entire campaigns. Just write with intelligence built in.

We’ve also built Singulated Snippets, generative components that adapt content to the individual. For example, a marketer can take a long event transcript and use AI to generate personalized recaps for attendees, tailored to their role, industry, or engagement.

This is personalization as infrastructure. Lightweight to use, powerful in effect.

Confident operators

Personalization shouldn’t feel like a gamble. We’ve seen too many marketers worry about logic errors, edge cases, or clumsy outputs. Our goal is to make AI not just powerful, but trustworthy.

That’s why we built:

• True Fact, which verifies AI outputs for factual accuracy.
• Graceful degradation, so if the AI isn’t confident, it defaults to a safe fallback.
• Live previews, so marketers can see what every recipient will receive before hitting send.
• Feedback loops, to learn from edits and improve outputs over time.

This is what it means to be AI-native. Not just adding AI features, but rethinking how the whole system works with human intent in mind.

The shift for marketers and writers

For Marketers: From tactical to strategic

Marketers shouldn’t spend their time maintaining lists and managing tags. With the right tools, they can focus on:

• Setting communication goals
• Shaping brand voice
• Optimizing the customer journey

AI handles the logistics. Humans lead the narrative. And the impact is real. Organizations using AI in marketing report 40% higher revenue growth compared to those that don’t. [2]

For Copywriters: From writing more to shaping voice

AI doesn’t eliminate the need for copywriters. It redefines the role.

Writers shift from crafting one-off messages to setting the tone, structure, and strategic intent. They become the voice designers behind systems that scale. And they focus on what AI can’t replicate: emotional resonance, brand nuance, and storytelling.

From interruption to service

When marketing is truly personalized, it stops feeling like a message from a brand and starts feeling like a helpful nudge from someone who knows you.

That’s the shift:

• A user receives a tip that actually helps them.
• An attendee gets a recap that reflects what they cared about.
• A customer sees a recommendation that feels timely and useful.

According to Experian, personalized emails generate 6x higher transaction rate. [3] But more importantly, they build trust. And trust, as Edelman found, is a deciding factor for 81% of consumers in brand loyalty. [4]

The bigger picture: AI-native communication

The future of communication won’t be defined by more tools or more channels. It will be defined by relevance, delivered consistently, creatively, and at scale.

That’s what we’re building at Singulate:

• A system that doesn’t just automate messaging, but elevates it.
• A system that puts creativity and personalization in the hands of every marketer, not just the ones with technical teams.
• A system where AI becomes an extension of your thinking, not a replacement for it.

At the end of the day, marketing isn’t about technology. It’s about people. And the brands that win will be the ones that never lose sight of that.

TL;DR

• True personalization feels human, not automated
• AI makes individual relevance possible at scale
• Marketers and writers shift from production to strategy
• Great marketing stops interrupting and starts serving
• The future isn’t just AI-powered. It’s AI-native

Learn more about Singulate at singulate.com

1. McKinsey & Company. “The value of getting personalization right — or wrong — is multiplying.” November 12, 2021.
2. Salesforce Research. “State of Marketing.” 7th Edition, 2021.
3. Experian. “2023 Digital Consumer Trends Report.” February 2023.
4. Edelman. “2022 Edelman Trust Barometer.” January 18, 2022.