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.

With a focus on delivering users a personalized newsfeed experience, Artifact is an AI-powered news app launched by Instagram co-founders Kevin Systrom and Mike Krieger. Given the growing distrust for news organisations, new brands are bringing a community-focused element to delivering news.

Frustrations with legacy social media platforms are increasing, with targeted algorithms causing more distress than desire. To challenge this, RTRO utilises ChatGPT to offer an anti-algorithm social platform that foregrounds positivity and community – a refreshing alternative amid digital fatigue.

As Americans seek novel drinking experiences, Raw Wine Club targets natural wine enthusiasts with its premium monthly subscription box. Curated by Raw Wine fair founder and natural wine authority Isabelle Legeron, the club is popular with drinkers striving for wines that break conventions.

Social media giants have been repeatedly criticised for their harmful impacts on users' mental health. But TikTok’s updated suite of features, which are designed to support users who experience various mental health issues, may rewrite the entire industry.