There’s a fine line between helpful and creepy—and AI walks it daily.
The promise of GPTs is simple: deliver smarter, more relevant experiences across the buyer journey. But the risk? Overstepping into “why do they know that?” territory.
If you want AI that builds trust—not resistance—you need to rethink how GPTs fit into your funnel.
What GPTs Get Right
GPTs are great at:
- Synthesizing content across channels
- Responding based on context
- Personalizing messaging by persona, funnel stage, and behavior
They can generate tailored email copy, summarize buyer questions, and rewrite product pages for different verticals—all in minutes.
But…
Where It Goes Wrong (Fast)
Here’s where GPTs can backfire:
- Referencing hyper-specific user actions (“we saw you on our pricing page at 2:13PM…”)
- Mimicking human tone too closely without disclosure
- Assuming interest based on shallow interactions (e.g., one blog click)
It’s not just awkward—it’s a trust-killer.
3 Rules for Personalization Without Creepiness
1. Personalize the Pain, Not the Person
Don’t write:
“Since you’re the VP of Ops at a 57-person logistics firm…”
Write:
“If scaling workflows without piling on new tools is your challenge, here’s how teams like yours fix it.”
Focus on pain points and context. Not stalker-grade precision.
2. Let Context, Not Cookies, Drive Messaging
Prompt GPTs like this:
“Act as a product marketer. Write an email to a growth-stage founder who read our blog on lead handoffs. Focus on the cost of misalignment between sales and marketing.”
That’s personalization based on behavior, not identity.
3. Always Anchor in Empathy
Good GPT prompts sound like:
“Act as a sales enablement coach. Write a follow-up message to someone who didn’t book a call after downloading a guide. Make it conversational, respectful, and curiosity-driven.”
You’re not pushing. You’re opening a door.
What to Do This Week
- Audit 3 lead nurture emails: Are they helpful or invasive? Rewrite using empathy + context.
- Rework your top GPT prompts: Replace identity-based details with scenario-based framing.
- Build an “ethical personalization” checklist: Train your team and AI accordingly.
- Test GPTs for different funnel stages: See how tone shifts from TOFU to BOFU.
- Ask GPT to simulate buyer discomfort:
“What part of this message might feel creepy or intrusive to a VP of Finance?”
Let the AI help you fix the AI.
GPTs are powerful.
But personalization without permission is just digital overreach.
Keep it helpful. Keep it human.
