For eCommerce leaders, CRM & loyalty owners, CX, data and product teams who are trying to push personalisation further without crossing the invisible line where customers think “okay, that’s creepy.” The problem: every customer’s tolerance is different, regulators are tightening the rules, and internal teams don’t always agree on what’s okay. In this panel, brands and experts unpack how they define “creepiness”, the frameworks they use to judge new ideas, and the guardrails they’ve put in place so personalisation feels useful, fair and wanted, not invasive. What you can expect to takeaway: - Simple tests and frameworks to decide if a personalisation idea is helpful, creepy, or just legally risky. - How to design choice and control into journeys (preferences, frequency, channels) so customers set their own boundaries and how to use that data to shape experiences. - Real examples of brands dialling personalisation up and down by segment, context and channel. - Practical ways to align legal, brand, data and trading teams around one shared definition of “acceptable personalisation” in 2026. - Success stories of where personalisation has driven real results and loyalty Level it’s for: Manager / Head of / Director / Executive