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

arXiv cs.AI / 4/13/2026

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Key Points

The paper examines how agentic personalisation affects marketing performance over an extended 11-month period in a real consumer CRM setting.
It contrasts an “active” phase with direct marketer curation (content, audiences, strategies) against a subsequent “passive” phase where autonomous agents operate from a fixed component library.
Results show that human-led management produces the highest engagement lift, but agents still sustain a positive lift when marketers are no longer actively curating.
The study supports a symbiotic operating model where human intervention is most valuable for initial strategy and discovery, while agents help maintain gains at scale over time.

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.