Super personalise me

Personalisation has become an expectation, and it’s not just about cookie-laden webpages. Manufacturers like Dell primed us for this with bespoke PCs long before the internet properly let mass customisation loose into every interaction, whether social, civil, or commercial. Marketers, especially the scared ones from traditional businesses, understood: Levi Strauss’ online tailored jeans were an early example of pioneering mass customisation that seems quaint compared to the refinements that enrich even the most banal of purchases today.

Our now compulsive appetite for individualisation is nowhere higher than in digital experiences, where the bespoke and highly personalised is an expectation. This expectation is not necessarily bought but certainly sponsored by the wanton abandonment of personal data that we relinquish to the datasets, registries and algorithms that make it work.

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