Personalization has a bad reputation, largely because it's often done badly, ads that follow you around, recommendations that miss the mark. Done well, it simply makes the experience more useful.
Useful, not unsettling
- Adapt content to intent, not surveillance
- Personalize the journey, not just the banner
- Always give people control
- Measure helpfulness, not just clicks
The best personalization feels like good service, not a tracking budget.