Can You Over-Personalize Your Digital Marketing Messages?

Until recently, very few brands needed to seriously ponder that question. Yes, personalization has been a major marketing trend for nearly two decades. However, even as brands have gained new and increasingly sophisticated ways of personalizing content, they’ve had their aspirations limited by numerous realities, including their marketing platform’s capabilities, data quality and availability, time and resources, and performance visibility limitations.

And then generative AI arrived, supercharging enthusiasm for all things AI.

Now, lots of people (and startups) are convinced that all limits have been removed. Now, brands can finally achieve their long-standing goal of the 1:1 marketing paradigm—that is, to send the right message to the right person at the right time. And they can achieve that by having generative AI write 1:1 messages for every individual who’s opted in to receive marketing messages via email, SMS, and push—and then using machine learning to optimize audiences, and timing for every message.

There are some major problems with this thinking. First and foremost is the fact that…

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