I've been working in eCommerce for 6 years now, and if earlier you could get by with just "fast delivery", now without personalization the client simply leaves. After implementing automated funnels and triggers, our conversion rate increased by almost 40%, without exaggeration. Especially if you connect neural networks - it's a fairy tale. I recently read an excellent article that discussed in detail how automation and personalization change the customer journey in different industries: ocnjdaily.com
It's good that the author didn't go into theory, but gave real-life examples. If anyone is interested in how to survive in modern marketing, I recommend it.