Key points

Hyper-personalization delights many people, but also raises privacy and surveillance concerns.

Trust decides whether personalization builds loyalty or feels intrusive.

Transparency, control, and value alignment make AI-driven personalization work.

Co-authored by Nigel Bairstow, Ph.D., and Meezab Fatima Khan, Research Assistant

Artificial intelligence has quietly reshaped the way we shop, listen to music, and even decide what to eat for dinner. From Instagram suggesting the perfect outfit to Spotify curating eerily accurate playlists, hyper-personalization—AI’s ability to tailor experiences down to the individual level—has become the new norm. For many consumers, these recommendations feel helpful, convenient, and even delightful. Yet, for others, they provoke discomfort,

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