Focus

For years, retailers have been behaving like needy friends. My phone would ping. “Hi there!” an email would read, “We’ve missed you.” Who could this be? I would wonder happily, before realizing that the warm and loving message was from someone in the marketing department of the emporium from which I’d once bought a couple of pairs of expensive shoes. Emma usually, or Olivia. With the advent of artificial intelligence, though, personalized, over-the-top PR is getting much, much worse. At least in the past you’d needed an actual Emma to send these emails, some girl who’d gone into marketing, typing enthusiastic nonsense all day. There was at least a human