This chapter investigates the function of Artificial Intelligence (AI) in the decision-making processes of marketing concerning customer personalization (CP). It further delves into the influence of marketers’ (i.e., human) judgment on the interplay between AI recommendations and marketing decision-making for CP. The chapter posits that AI significantly improves CP in marketing by scrutinizing extensive customer data to forecast needs, automating targeted communications across various channels, and providing customized content and product suggestions. Nevertheless, the judgment of marketers serves as the essential human interface, interpreting these recommendations through the framework of strategic objectives, ethical considerations, and human insight to achieve genuinely effective and meaningful CP.