Rules-based personalization applies static segmentation and predefined triggers. Algorithmic personalization uses dynamic propensity modelling and contextual learning.
Comparison
| Feature | Rules-Based | Algorithmic |
|---|---|---|
| Segmentation | Static | Dynamic |
| Learning | Manual updates | Continuous optimisation |
| Context Awareness | Limited | High |
Hybrid architectures often outperform pure approaches by combining governance clarity with predictive precision.
References: – Gartner, Personalisation in Financial Services – Boston Consulting Group, AI-Driven Customer Engagement