In Brief

PSFK Labs looks at Adaptive Personalization tools that create perfectly unique experiences for every customer.

How well does your favorite brand or retailer really know you?

Think of the last time you received an email or promotion from a company who thought they understood the person behind the screen. Despite being a loyal customer for many years, their message felt mass-produced and misguided, likely a result of faulty data that could have been out-of-date or come from  an aggregated list of customers just like you. These algorithm-driven attempts to connect with consumers are well intentioned, but they are often based on comparative generalizations about certain demographics and make the assumption that people are similar or share the same motives as like-minded peers.

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