In context
The personalization spectrum runs from segment-level ("first-time visitors see free shipping banner") through cohort-level ("returning customers from paid social see cross-sell carousel") to 1:1 real-time ("this specific shopper, who has clicked running gear three times in the last 30 days, gets a hydration-pack recommendation").
Real-time 1:1 used to require heavy infrastructure. AI agents and embedding-based retrieval make individual-level personalization practical for smaller stores too.
How Zubby uses this
Zubby personalizes three surfaces: the agent's reply (the shopper's language, the page they are on, country-targeted promotions, and, for verified shoppers, their order history), product recommendations (re-ranked against the shopper's implicit and explicit signals), and lifecycle email/SMS (cart contents and recently viewed products).
Stored order history is only used when your storefront has verified who the shopper is through a supported verified identity flow, such as a signed login token. An email address typed into chat never unlocks a shopper's profile history. A guest can separately request a specific order using the order-number and checkout-email checks described in the order guide; that is not broad profile personalization or permission to change an order.
Illustrative example: use the current product page and a shopper's stated budget to suggest an alternative, without collecting their email. Use prior-order context only when identity is verified and the history is available; missing data should lead to a question, not an invented preference.