AGENTIC-SYSTEMSApril 13, 20261 min read16 views

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

A longitudinal study explores the role of autonomous agents in marketing personalization, revealing that while human oversight drives peak performance, AI agents can effectively sustain gains over time.

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.

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Source: arXiv cs.AI Recent

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