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

ArXi:2604.08621v1 Announce Type: new 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.