1. As technology evolves and personalization becomes more invasive, how should marketers/brands/businesses address and balance the demand for performance with the exposure to customer information? Developments like Amazon Sidewalk that enables Wi-Fi sharing, CCPA (california consumer privacy act), biometrics (using facial recognition, fingerprint, scans, etc for authentication), and the merging of healthcare with virtual medicine and fitness devices are presenting new levels of details beyond basket size, prior purchases and web behaviour's. This level of intimacy brings about enormous opportunity (market allergy medicine to customers who search for remedies or seek medical advice/treatment and the like). However, it can present huge vulnerability and requires elevated responsibility from soliciting parties.
4. As the age of hyper personalization continues, how much control should the customer have to tailor his/her experience? Potentially if the personalization is based on incorrect data/information then customer experience will be very poor. In many cases the personalization algorithm might also be faulty giving emphasis to wrong aspects. Currently very few apps/platforms allow extensive control in customer’s hands. This is not only a challenge for the customer/user but also for businesses/brands as they may be leaving many opportunity on the table.