“Google policy is to get right up to the 'creepy' line and not cross it,” says the company's CEO. But when does insightful personalisation become intrusive? And how do brands build lasting relationships with consumers concerned about being spied on?

Nearly 60% of UK women have a Boots Advantage Card, earning points whenever they stock up on shampoo. Its companion app uses the mass of data collected via the loyalty scheme to display in-store offers tailored to each customer. But is this use of data met with open arms?

'If you like this, then you’ll probably like this', goes the typical online recommendation algorithm. But purchase a gift for a friend, and the system falls over. Penguin Random House has launched My Independent Bookshop to harness the power of human recommendation.

Digitisation is helping brands and their customers communicate, forming narratives and relationships. Whether it's Netflix taking its viewers to prom, or Anchorman's Ron Burgundy reading the regional news, brands are manifesting in the real world, disguised as human beings.