There is a fine line between relevance and intrusion. Customers want brands to recognise them, not track them.

True personalisation depends on balance. Data should be used to enhance experiences, not to overstep. That’s why transparency and control are now as important as accuracy.

Su, Marketing Lead at Ebbon Intelligence, puts it well:

“Customers notice when personalisation feels forced. The best campaigns are subtle, timely, and respectful — they make people feel seen, not surveilled.”

AI now enables brands to automate personalised messages without losing sensitivity. By dynamically tailoring offers based on real data — not assumptions — dealerships can scale relevance safely.

When done responsibly, mass bespoking builds trust. When it crosses into creepiness, it destroys it. The difference lies in restraint.

Ethical personalisation isn’t just compliance; it’s competitive advantage. The brands that respect boundaries will be the ones customers choose to engage with again.