Efficiency is great, but I've seen too many businesses losing the human element that actually builds trust and loyalty. Related: How to Scale a Marketing Strategy That WorksWhen automation goes too farYes, automation is powerful. Personalization is now a necessity, not a mere desirePersonalization is now a basic expectation, but it can't be all AI. But real personalization comes from real-time awareness, in those moments that can't be predicted. But remember, the brands that will truly thrive are the ones that know how to scale connection, not just automation.