An interesting…and provocative…article looking are the perils and pitfalls of using digital technologies to optimize personalization activities in marketing. Makes a strong case for the fallacy of personalize at scale.
https://www.marketingweek.com/peter-weinberg-jon-lombardo-personalisation-impersonalisation/
True personalisation is unachievable due to poor data quality, but it’s ineffective anyway and should be replaced with creative that resonates with everyone.