Edge capability is improving significantly. My background is in AI, and I've been pretty impressed with what is possible now in desktop web browsers (eg https://twitter.com/nlothian/status/1507239300404228098). Tensorflow.js is pretty good now, and importantly has a set of accelerated primitives on par with numpy in Python which makes it possible to build your own models (including non-NN based models).

I think there are good prospects of being able to get decent results using techniques like sending trained models to the client and the client running that model against local data to generate recommendations. This could work well for things like ecommerce.