Something I’ve been rethinking lately.
We say “personalized marketing” a lot, but most of the time it’s just:
if user = segment A → send flow A
if user = segment B → send flow B
That’s not really personalization. That’s grouping.
Real behavior is way messier than that.
Two people can abandon the exact same cart for completely different reasons:
one is price sensitive
one is still researching
one got distracted
one didn’t trust something
But they all get the same “you left something behind” message.
Recently started testing a system where each visitor gets their own AI agent that decides:
when to reach out
what to say
which channel to use
based on how they actually behaved on the site
It’s a very different way of thinking about it
not segments → messages
but behavior → response
Feels like this might be where marketing is heading
Curious if others are moving away from flow-based automation