Alat’s Hussain Abdrabalnabi explains why most personalisation often feels fake, and why relevance depends on context, emotion, understanding.
It is 11:47pm. You open an app you have used for years. A message appears: “Hi Hussain, we picked these just for you.”
What follows is a carousel of products you do not want, offers that do not make sense and a tone that feels slightly off. You pause – not because you are impressed, but because something feels strange. The brand knows your name, your history and your behaviour. Yet, somehow, it does not know you at all. You scroll past it, ignore it and close the app. In t
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
