From the research

Insights on the psychology behind personalization

What research tells us about why personalization works, when it becomes too much, and why relevance and trust matter more as personalization gets more precise

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What you'll find inside

From relevance to persuasion

What research reveals about the psychological link between personalization, relevance, attention and persuasion

Personalization–privacy paradox

Why personalization can create value while also raising concerns about privacy and intrusiveness.

How AI changes personalization

How AI and real-time data are moving personalization from audience segments towards individual moments

The future challenge

Why increasing precision in personalization makes trust, transparency and perceived value more important

Psychology to practice

Key principles for applying personalization in a way that creates relevance, value and trust.