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.

People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

Combining neural networks and artificial intelligence, Trillion facilitates hyper-realistic try-on experiences for online luxury jewellery shoppers – increasing buyer confidence through AR technology. How are immersive and personalised shopping experiences changing the face of e-commerce?

How will AI change the way we shop? Can retail regain consumer confidence during the cost of living crisis? Are phygital channels the future of IRL shopping? In this part of the 2024 Expert Outlook, we speak to three experts about how consumption is changing amid breakneck industry change.

Americans’ approach to using technology in their shopping journeys has fundamentally shifted due to COVID-19, providing new opportunities for brands as pandemic restrictions come to an end. Canvas8 polled 1,020 people and spoke to eight individuals to explore this topic in depth.

Faced with the cost of living crisis, British families are changing the way they shop for groceries, and they appreciate brands that help them navigate through the barrage of deals and offers. How can supermarkets offer support and guidance to a growing number of money-savvy Britons?