Every vendor in the email personalisation market claims to offer personalisation. The word has been stretched so far across so many products — from simple name tokens to rule-based segment filters to triggered drip sequences — that it has nearly lost its meaning. What very few vendors are willing to subject themselves to is a single, clarifying test: how much human involvement does their system actually require to operate?

True title: Zero Human Involvement: Why Full Autonomy Is the Only Meaningful Measure of Personalisation Maturity

Personalisation != automation.

personalisation

the action of designing or producing something to meet someone's individual requirements.