Why Most 'Personalised' Marketing Feels Like a Stalker in the Bushes
Let’s be honest: we’ve all had that moment where we mention a specific brand of dog food to a friend, and three minutes later, an ad for that exact kibble appears on our phone. It’s not 'helpful.' It’s creepy.
In the Brisbane marketing scene, I see too many agencies pushing 'hyper-personalisation' as the holy grail. They tell you to track every click, every hover, and every heartbeat. But here is my unpopular opinion: Just because you have the data doesn't mean you should use it.
If you want to win in 2026, you need to stop acting like a private investigator and start acting like a helpful local shopkeeper. The goal of AI isn't to show off how much you know; it’s to make the customer’s life easier without them noticing the 'tech' behind the curtain.
Case Study: The Brisbane Boutique Gym Pivot
Last year, we worked with a boutique fitness studio in Newstead. They were using a generic automation tool that sent 'We miss you!' emails the second someone missed a Tuesday Pilates class. It felt intrusive and robotic. People actually unsubscribed because they felt judged by an algorithm.
We scrapped the 'Big Brother' approach and implemented a lean SMB automation framework focused on value, not surveillance.
Instead of tracking failures (missed classes), the AI analysed preferences. If a member consistently booked high-intensity HIIT sessions, the AI would wait for a quiet Friday afternoon to send a personalised SMS: "Hey Sarah, we’ve got a new advanced HIIT circuit starting next month. Thought you might like a heads-up before the spots fill up!"
The Result: A 40% increase in class retention and zero 'creep' complaints. Why? Because the message felt like it came from a trainer who knew her, not a database that was watching her.
Stop Building 'Creep-Tech' Frankensystems
One of the biggest mistakes I see Queensland business owners make is buying five different AI tools and duct-taping them together. This creates a 'Frankensystem' that sends conflicting, weirdly specific messages.
If your CRM tells a customer 'Happy Birthday' at 9:00 AM, but your email tool sends them a 'Why haven't you bought yet?' reminder at 9:05 AM, you look like a disorganised robot. Before you dive into the deep end, you need a solid introduction to AI marketing to understand how these pieces should actually fit together.
To avoid the creep factor, follow these three non-negotiable rules:
1. The 'Wait-and-See' Buffer
Never react to a customer's action instantly unless it's a transaction. If someone looks at a specific pair of boots on your site, don't email them 30 seconds later. Wait 24 hours. Let the AI find a natural 'hook'—perhaps a style guide that happens to feature those boots—rather than a direct 'I saw you looking' message.2. Context is King, Not Data
Data says: "User 402 looked at lawnmowers." Context says: "It’s October in Brisbane, the grass is growing 10cm a day, and this person probably needs a service or an upgrade." Use AI to predict the need, not just parrot the action.3. Be Transparent, Not Sneaky
If you are using AI to generate recommendations, tell them! "Our AI thought you might like these based on your last order" is much less creepy than pretending a human spent three hours hand-picking items for a $20 purchase. When you try to hide the AI, you risk making your brand look cheap and untrustworthy when the mask inevitably slips.The 'Helpful Shopkeeper' Test
Before you hit 'activate' on any new AI automation, ask yourself: If I walked into a physical shop in the Valley and a staff member said this to me, would I be happy or would I walk out?
If a staff member said, "I saw you hovering over that blue shirt for 42 seconds, do you want to buy it?" you’d leave. If they said, "Since you like our linen range, I thought I'd show you this new arrival," you’d stay.
AI personalisation is a tool for service, not a tool for surveillance. Use it to remove friction, anticipate needs, and save your customers time. That is how you build a brand that people actually like in 2026.
Ready to automate your Brisbane business without the 'creep' factor? At Local Marketing Group, we help you build systems that actually drive ROI without sacrificing your brand's soul. Get in touch with us today to see how we can streamline your marketing.