Gartner, Inc., a leading provider of research and advisory services, today unveiled new data showing that 53% of customers report negative experiences with personalized marketing, despite its perceived value by marketers. The findings were presented at the Gartner Marketing Symposium/Xpo, held this week in Denver.

The global survey of 1,464 B2B buyers and consumers across North America, the U.K., Australia, and New Zealand found that while personalization can increase willingness to pay a premium (1.8x), it also doubles the likelihood of customers feeling overwhelmed and 2.8x more likely to feel time pressure, particularly during key task-switching moments in their buying journey.

“Personalization has commercial value, but it often misfires,” said Audrey Brosnan, Senior Director Analyst in the Gartner Marketing Practice. “More than half of customers feel rushed or inundated at least once in their purchase journey due to traditional personalization tactics. When buyers shift from researching to deciding, passive recommendations can appear irrelevant or even intrusive.”

The Rise of Active Personalization: From Next Best Action to Next Best Confidence

Gartner’s research introduces a pivotal solution: course-changing or active personalization, which increases confident purchase decisions by 2.3x and significantly boosts marketing ROI.

Active personalization is defined by interactive, customer-led experiences—such as quizzes, guided flows, and co-created content—that help customers navigate the emotional and cognitive complexities of decision-making.

Rather than rely on "next best action" automation, which often adds pressure during critical transitions, active personalization provides:

• Reflective tools to help customers clarify their goals

• Real-time interaction that builds confidence

• Greater transparency, reducing the “creepiness” factor of passive data use

Findings from the Gartner Survey:

• 53% of customers had negative experiences due to personalization

• Customers were 3.2x more likely to regret their purchase and 44% less likely to repurchase

• Personalized experiences doubled the chances of customers feeling overwhelmed

• Active personalization boosted confident decisions by 2.3x

A Strategic Imperative for CMOs

“CMOs must evolve personalization from passive targeting to active engagement,” said Brosnan. “This means helping customers at their most vulnerable decision points—not just pushing products, but offering clarity, control, and co-creation.”

To capitalize on this shift, Gartner recommends the following actions:

1. Counter Journey Pitfalls: Identify where task-switching happens and avoid interrupting these moments with passive personalization.

2. Catalyze Emotional Change: Use tools like gamified assessments, quizzes, and interactive content that allow customers to self-reflect and reveal personal goals.

3. Enable Customer Co-Creation: Transition from inferred to zero-party data by actively involving customers in shaping their personalized journeys.

“Active personalization is the future flywheel of customer engagement,” Brosnan added. “It’s not just about better targeting—it’s about building a growth loop of trust, insight, and loyalty that compounds over time.”

Gartner

Gartner, Inc. is a global research and advisory company providing actionable insights and tools for leaders across IT, marketing, finance, HR, and more. With a presence in over 100 countries, Gartner helps clients make faster, smarter decisions.

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