When it starts to feel false, which is almost always.
In fact, most attempts at "humanization" result in absurd things that people are so numb that they simply ignore. It's just noise at this point. Why generate more noise? Do something more productive.
"Hello! Welcome to our site! What would you like to do today?"
This is, for some reason, very common. I am being "received" and welcomed by anyone. It's just static text, and there's no one on Earth who does not know that. No person anywhere, ever, has had a warm welcome when reading this text.
They ask me what I would like to do, as if someone was waiting for my response with enthusiasm (through what, a text box? Should I say it out loud?), When in fact the "answer" is to click on a link . What is the most basic function of a web page.
It's the same effect you get when a phone's retention systems tell you how important your call is, repeated by a robot exactly every 90 seconds. The truth is the opposite of what is said, and has the opposite effect. However, people continue to do it, because everyone continues to do it.
I booked a haircut this morning and noticed the text scroll at the top: "Prepare to enjoy the
Worst yet are the recommendations & # 39; customized. & # 39; Netflix is horrible in this. "Based on the fact that the last movie you saw had a title that started with the lyrics," S & # 39; S & # 39; we think you'll love these other films whose titles have the letter & # 39; s & # 39; " . It's not that your recommendation system needs work; is that his attempt to "humanize" makes it seem even more absurd and impersonal.
Like any text on your page, it must have a specific purpose. It is competing with any other element in its design, so it is better to carry its weight. Give your user some credit, and carefully consider what value you think such "personalization" will bring.