Amperity Research Shows Real-Time Personalization Drives Retail Revenue

Real-time personalization is emerging as one of the most decisive revenue drivers in modern retail, as consumers increasingly expect brands to respond to their intent in the moment. New research from Amperity finds that while retailers have invested heavily in personalization technology, many are still failing to deliver timely and relevant experiences, leaving conversion and loyalty gains unrealized. The findings underline why real-time personalization is now a strategic priority across the MarTech ecosystem.

The 2026 State of Personalization in Retail report is based on a survey of 1,000 consumers in the United States and reveals that personalization only has meaningful impact when it reflects live customer behavior rather than static profiles or delayed batch updates. According to the research, consumers respond far more positively when offers and recommendations are adjusted dynamically as they browse, signaling that speed and context have become essential to driving purchase decisions.

The data highlights a clear gap between retailer intent and customer reality. A majority of shoppers say retail experiences still feel generic, even as brands claim to personalize engagement. Many consumers report receiving irrelevant or poorly timed messages, which erodes trust and reduces the likelihood of conversion. At the same time, most shoppers want to be recognized across interactions, including their preferences and prior purchases, yet few feel retailers consistently meet that expectation.

This disconnect is particularly costly during high-intent moments such as browsing, cart consideration, or email engagement. When brands fail to respond with real-time personalization during these windows, they are not only creating friction but also forfeiting revenue opportunities that may not return. The research suggests that relevance at the exact moment of intent is what separates effective personalization from noise.

“There is a growing gap between customer expectations and retail execution,” said Ornella Urso, research director at IDC Retail Insights. “Traditional systems are built for historical insight, not in-the-moment decisioning, while many real-time tools lack the customer context needed to be relevant. Retailers that unify identity, historical data, and live behavioral signals can close that gap and turn personalization into measurable business impact.”

Speed is a defining factor in how consumers judge personalization. More than half believe brands should personalize in real time rather than days later, and many expect relevant offers to begin from the very first interaction. Email continues to stand out as the preferred channel for personalized communication, increasing the pressure on brands to deliver accuracy and relevance without delay.

The research also points to a nuanced role for AI. Consumers favor a blended approach, combining automation with human oversight to ensure personalization feels helpful rather than intrusive. This balance reinforces the need for systems that connect trusted customer data with real-time decisioning.

“Consumers aren’t asking for more messages, they’re asking for relevance in the moment,” said Tony Owens, CEO of Amperity. “This research makes it clear that real-time personalization is now one of the most direct paths to revenue growth. When brands act on trusted customer data as intent happens, they win the sale. When they don’t, that moment, and that revenue, is gone.”

As retailers look ahead, the report makes clear that real-time personalization is no longer optional. Brands that align data, speed, and intelligence around live customer intent are better positioned to drive revenue, loyalty, and trust in an increasingly competitive retail environment.