Use RFM before you ask AI to personalize
Use RFM segments to constrain AI personalization by observable customer behavior.
The reframe: RFM is the customer context AI needs before it writes. Retail personalization fails when the model is asked to sound personal without knowing the relationship. RFM keeps the model tied to observable behavior. It also forces the marketer to decide which behavior should change. Recency tells you timing A customer who purchased yesterday does not need the same message as a customer who has been quiet for nine months. Recency helps AI avoid tone errors such as "we miss you" after an in-store purchase or "thanks for being loyal" after a one-time gift order. Frequency tells you habit…
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