Personalization’s challenge: Balancing relevance with intrusiveness
Summary
Digital personalization enhances customer experiences but can alienate consumers if mishandled. A 2024 Gartner survey found that 63% of consumers believe brands accurately predict their purchasing interests, reflecting advancements in personalization strategies. Generative AI is expected to refine these efforts further further. Notably, 75% of consumers feel positive or neutral toward brands after receiving personalized recommendations. However, 81% report receiving ads for products they discussed offline, raising concerns about perceived intrusiveness. This sentiment varies by age group; 47% of baby boomers react negatively to such ads, more than younger generations. Marketers must balance personalization with privacy considerations to maintain consumer trust.
Martech
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