The age of hyper-personalisation: Is brand communication pushing the boundaries of privacy?
DOI:
https://doi.org/10.34630/tth.v1i5.6205Keywords:
Hyper-personalisation, Digital Communication, Privacy, Predictive marketing, Artificial Intelligence, EthicsAbstract
Hyper-personalisation has become a core pillar of brands’ digital communication strategies, driven by advancements in artificial intelligence and big data analytics. Today, sophisticated algorithms can predict consumer needs even before an explicit buying intention is expressed, delivering highly tailored and relevant experiences. Nevertheless, this trend raises growing concerns about privacy and the perception of ongoing digital surveillance. This article aims to examine the benefits and risks associated with hyper-personalisation, questioning the ethical boundaries of this strategy. It presents real-life examples of brand practices and discusses current regulations designed to safeguard consumers. Finally, it outlines best practices to strike a balance between personalisation and user privacy.
References
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