Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Research shows there’s a misalignment between what brands and people would consider to be personalised experiences, suggesting that a recalibration is necessary when it comes to meaningful personalisation. In an age of digitisation and data, building trust with consumers is key.

Porsche’s ‘Exclusive Manufaktur’ programme gives full creative control to customers, offering luxury car buyers a team of designers and engineers to work on people’s dream cars. Tapping desires for personalisation, Porsche is showing how co-creation can work in the auto industry.

As streaming platforms inundate users with endless content, Spotify playlists have become a handy resource for people who want to curate and easily discover content that's aligned with their personal tastes. How can brands provide music fans with personalized and participatory user experiences?

Once an app to help people find their lost iPhone, Apple’s Find My has developed into a way for people to communicate by sharing their geo-locations with friends and family. To be convinced to give up their privacy, people are expecting brands to offer a greater sense of connectivity and safety.