Guest comment: How a set-and-forget mentality can hurt personalisation success

Automation can save time when it comes to personalisation, but as brands such as Adidas and Pinterest have found, it can backfire in embarrassing ways. Mike Austin, CEO & co-founder, Fresh Relevance explores the significance of human oversight when running personalisation at scale and the importance of thinking outside of the box as to what could go wrong with personalisation initiatives at their outset.