---
title: "Personalisation in an RFP is a red flag"
date: 2026-10-21
updated: null
summary: "When I read an RFP, one word often tells me more than the rest of the document: personalisation."
tags: ["RFPs","personalisation"]
canonical: https://seanblakeley.com/writing/personalisation-in-an-rfp-is-a-red-flag/
licence: "© Sean Blakeley. You may quote with credit and a link to the original article. All other rights reserved."
cite: "Sean Blakeley, “Personalisation in an RFP is a red flag”, seanblakeley.com, 2026-10-21. https://seanblakeley.com/writing/personalisation-in-an-rfp-is-a-red-flag/"
---

# Personalisation in an RFP is a red flag

When I read an RFP, one word often tells me more than the rest of the document: personalisation.

Over the last decade and a half, I have found personalisation to be an often-requested line item, but almost never actually fully considered. AI feels like it is currently in the same bucket: I now see sweeping AI requirements in RFPs that are barely scoped or considered.

When I break down the scope of an RFP, I create a list of all the requirements noted: personalisation, migration, integrations, CRM, DAM, etc. I do this so I don't miss anything - but the bullet points on these lists are never equal. And when I see personalisation in an enterprise WordPress RFP, I always pause.

Is personalisation aspirational, or is it a deliverable? Is there any existing personalisation? Beyond A/B testing, the answer is almost always no. Do you have the team and resources in place to handle personalisation? Again, invariably no. Do you have clear reasoning and logic for personalisation? Again, no.

It isn't that under-scoped personalisation or AI are bad ambitions. Far from it. It's that they are so nebulous. Each needs careful planning, clear goals and a way to measure whether it delivers value. Personalisation and AI are best implemented in specific areas with specific goals - if you're asking for a 'personalisation platform' or an 'AI platform' without a specific goal, your project could run into trouble before it has even begun.

An RFP shouldn't try to be an exhaustive list. It also shouldn't try to be too declarative. It should aim to start the scoping process, not try to solve it.

I've been on both sides of vendor selection. A strict RFP process is counterproductive. You are denying the opportunity for discussion and insight from industry experts who will challenge your assumptions and propose alternatives. Use your RFP document as your north star, but prioritise the discussions. It will make your project more robust and more likely to be successful.