Sustained Impact of Agentic Personalisation in Marketing: A Longitudinal Case Study
arXiv:2604.08621v1 Announce Type: new Abstract: 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 […]