Personalisation

Personalisation is adapting message, offer or experience to the individual recipient, based on data about behaviour and traits. From product recommendations to dynamic e-mails: the promise is relevance, and AI makes execution at scale feasible. The evidence problem is just as stubborn: personalised variants by no means always beat a strong generic message, measurement rarely compares fairly against that alternative, and the costs of data, technology and privacy risk weigh heavily. Personalisation works best close to the transaction; as a replacement for broad brand reach it is an expensive narrowing.

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