More than half of consumers and B2B buyers report that personalized marketing had a negative impact on their most recent purchase experience, according to new data from Gartner, Inc.

The findings challenge a central tenet of modern marketing: that personalization consistently enhances customer engagement and loyalty. The survey, presented at the Gartner Marketing Symposium/Xpo in Denver, found that 53% of respondents felt personalization did more harm than good during their latest buying journey. These individuals were 3.2 times more likely to regret their purchase and 44% less likely to buy from the same brand again.

The study included 1,464 B2B buyers and consumers across North America, the U.K., Australia, and New Zealand in late 2024. It revealed that while personalization can increase the likelihood of a customer paying a premium, it also introduces unintended consequences. Participants exposed to personalization were twice as likely to feel overwhelmed by the information presented, and 2.8 times more likely to feel rushed during decision-making.

“More than half of customers feel overwhelmed or rushed by traditional personalization tactics at least once in a purchase journey, especially during complex transition points,” said Audrey Brosnan, senior director analyst at Gartner, regarding B2B sales.

Personalization can negatively affect B2B sales

Brosnan noted that traditional personalized suggestions often fall short when buyers are shifting between tasks — such as moving from product research to selection — because their needs in those moments go beyond product recommendations.

In response, Gartner is advocating for what it calls “active personalization,” a more adaptive approach that prioritizes decision support over automated suggestions. Rather than offering one-size-fits-all recommendations, active personalization aims to guide customers through the emotional and cognitive challenges of purchasing by helping them build confidence and clarify goals.

Customers who experienced what Gartner describes as “course-changing personalization” were 2.3 times more likely to complete a critical purchase decision and showed higher levels of satisfaction, trust, and brand loyalty.

“Passive personalization is no longer enough,” Brosnan said. “It can undermine trust when applied indiscriminately. CMOs should shift to a two-way approach that adapts to customers’ needs in real time and builds clarity rather than confusion.”

To implement active personalization, Gartner recommends that marketers:

• Target transition points in the buying process, where customers are most prone to uncertainty.
• Engage emotionally through interactive tools such as guided journeys and quizzes that help buyers articulate their needs.
• Co-create experiences by gathering zero-party data — information customers willingly share — to shape more relevant and useful interactions.

As marketing budgets tighten and expectations rise, Gartner positions active personalization as a strategic alternative that can improve both customer experience and business outcomes.

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