Will filters eventually personalize per-user entirely?

Filters may eventually personalize entirely per user, creating completely individualized inbox experiences where no two recipients see the same prioritization. AI capabilities enable this level of customization at scale.

Per user personalization means sender reputation becomes recipient specific. Your standing with each individual subscriber matters more than aggregate metrics. A sender ignored by one user faces filtering for that user while performing well with others.

This evolution complicates deliverability optimization because there is no single inbox placement to optimize. Success requires relevance to individuals rather than populations. Segmentation and personalization in sending become survival requirements rather than optimization techniques.