With the advent of AI, marketers are moving towards mass personalization and mass hyper-personalization. But the key question is – is it relevant or creepy? Are you using AI effectively and sensibly, so as to not freak out your customers but delight them instead? Unless you discover the right signals, you will invariably be looking at the wrong insights and interpretations, leading to bad intelligence. A significant difference, between coming across as creepy and relevant, depends on how to build a conversation using the insights you have gathered.