Automation in marketing is impersonal. When we launched Drip in 2013 we were aware of this. Your marketing may seem more personal thanks to automation. Algorithms that use machine learning, big data, and artificial intelligence will ultimately feel just like that, albeit it can help make it feel more human. Artificial. Your customers will reluctantly accept trade-offs between selection, price, convenience, and "personalization" in today's Amazon-ified, data-scraping world. They will divulge some information in exchange for other advantages. And until it isn't, that's okay... Big data-driven personalisation can resemble the stalking of Big Brother than the future of retail if details and context are not carefully considered. And to your customers, who are becoming more knowledgeable about monitoring (and so more sceptical), Big has turned into a hassle rather than a benefit.