Stance
Most email programmes are better served by well executed basics than poorly executed sophistication. Crawl, then walk, then run.
In practice
The same holds for AI personalisation. For most brands the limiting factor is not that the bought machine learning lags the platforms; it is that the basics, clean data, a defined goal, and disciplined frequency, are not yet in place, and no vendor AI compensates for that. See decisioning and personalisation and customer data and identity.