Computer Science > Artificial Intelligence

Title:Sustained Impact of Agentic Personalisation in Marketing: A Longitudinal Case Study

View PDF HTML (experimental)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 an 11-month period.

We compare two distinct periods: an active phase where marketers directly curated content, audiences, and strategies -- followed immediately by a passive phase where agents operated autonomously from a fixed library of components. Our results demonstrate that whilst active human management generates the highest relative lift in engagement metrics, the autonomous agents successfully sustained a positive lift during the passive period. These findings suggest a symbiotic model where human intervention drives strategic initialisation and discovery, yet autonomous agents can ensure the scalable retention and preservation of performance gains.

Bibliographic and Citation Tools

Code, Data and Media Associated with this Article

Demos

Recommenders and Search Tools

arXivLabs: experimental projects with community collaborators

arXivLabs is a framework that allows collaborators to develop and share new arXiv features directly on our website.

Both individuals and organizations that work with arXivLabs have embraced and accepted our values of openness, community, excellence, and user data privacy. arXiv is committed to these values and only works with partners that adhere to them.

Have an idea for a project that will add value for arXiv's community? Learn more about arXivLabs.