Sustained Impact of Agentic Personalisation in Marketing: A Longitudinal Case Study
In consumer applications, Customer Relationship Management (CRM) has traditionally relied on the manual optimisation of static, rule-based messaging strategies. While adaptive and autonomous learning systems offer the promise of scalable personalisation, it remains unclear to what extent ``human-in-the-loop'' oversight is required to sustain performance uplift over time. This paper presents a longitudinal case study analysing a real-world consumer application that leverages agentic infrastructure to personalise marketing messaging for a large-scale user base over an 11-month period. We compare two distinct periods: an active phase where marketers directly curated content, audiences, and s...
| Authors | Olivier Jeunen, Eleanor Hanna, Schaun Wheeler |
|---|---|
| Primary category | cs.AI |
| Published | 9 April 2026 |
| Last updated at source | 9 April 2026 |
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