Poor Personalization Can Drive Customers Away: 50% May Disengage When It Is Irrelevant
Adobe finds rising expectations for personalized experiences and less tolerance for irrelevant messages.
Image: Adobe Martech Digital Trends 2026 · original publication Image source ↗
What happened
Adobe reports that 65% of customers use AI tools regularly or occasionally, and that 50% may disengage when personalization is irrelevant.
What changes
Personalization means more than inserting a name. It requires relevant context without becoming intrusive or producing inappropriate messages.
Why it matters
Automation can repeat an incorrect segmentation decision across thousands of customers.
Implications for businesses
Start with personalization based on clear signals, such as stated interests, journey stage or past purchases, rather than unsupported inferences.
Un Rino’s take
Useful personalization feels like a service; intrusive personalization can feel like surveillance. Data practices should reflect that distinction.
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