Key Takeaways
- Site Impact’s research shows consumers notice personalized marketing frequently, but most do not believe brands understand their interests very well.
- Repetitive and overly personal targeting is eroding trust, with many consumers reacting negatively to cross-channel follow-up and off-base recommendations.
New research from MarTech company Site Impact shows that most consumers notice personalized marketing, but far fewer feel brands understand what they actually want.
The 2026 Personalization Reality Check Report, conducted via Pollfish, surveyed 800 U.S. adults who regularly notice personalized marketing. The top findings is consumers, despite brands having more customer data than ever, say that does not always lead to better marketing as 77% of consumers notice personalized marketing constantly or often, but only 27% say brands understand their interests “very well.”
The report explores where consumers draw the line between personalization that feels useful and one that feels invasive, examining how people respond to retargeting, artificial intelligence (AI)-powered recommendations, and cross-channel marketing. To that end, 45% describe personalized marketing as “repetitive,” making it the most common word consumers use ahead of “relevant” (40%) and “helpful” (39%).
What Consumers Really Think About Personalized Marketing
Jennifer Gressman, CEO of Site Impact, noted that consumers mind bad personalization.
“One search or one click doesn’t define intent,” said Gressman in a statement. “The brands that stand out use current, permission-based data to deliver relevance instead of repetition. Consumers don’t reward brands for knowing everything. They reward brands for getting the moment right.”
Why Bad Personalization Hurts Brand Trust
The findings suggest consumers expect brands to recognize when their interests have changed, respect their privacy and deliver marketing that feels timely rather than repetitive— 57% regularly see marketing for products they looked at once but never seriously considered buying.
Brands that prioritize data quality, current audience signals and thoughtful targeting will be better positioned to earn consumer trust. Other key findings include:
- 55% feel uncomfortable when marketing references something specific about them, such as a recent search or place they visited.
- 61% react negatively when the same brand’s marketing follows them across social media, websites and email.
- 43% have stopped buying from a brand because its personalized marketing felt repetitive, too personal or off-base.
- When personalized marketing feels genuinely useful, 46% visit the brand’s website and 42% consider making a purchase.
Click here to read the full 2026 Personalization Reality Check Report.
