South Africa, July 13 -- For marketing teams, this is creating a growing gap between how personalisation is designed and how audiences actually behave. Journeys are no longer linear or predictable. They are fragmented, continuous, and shaped by multiple touchpoints that rarely follow a predefined path.

Digital personalisation has traditionally focused on delivering the right content to the right audience segment. In practice, most organisations still rely on segmentation models that group users and deliver tailored variations of the same core experience.

The challenge has never been the value of personalisation. It has been the ability to operationalise it at scale. That is where the next shift in digital experience platforms becomes im...