What Does Mass Personalization Do to Society?
What Does Mass Personalization Do to Society? The more everything fits us, the more we must ask what still connects us. Framing the Question Mass personalization is reshaping society by turning more of life into a custom experience: news, shopping, learning, healthcare, entertainment, advertising, and AI-generated answers. It promises relevance, efficiency, and better service. But it also raises a civic question: when every person receives a different version of the world, what shared reality remains? The Age of the Tailored World Mass personalization begins when technology stops serving the crowd and starts serving the individual. A playlist senses your mood. The feed learns what keeps you scrolling. Shopping apps predict your next purchase. Even your map starts routing before you finish typing. It removes friction, saves time, and makes large systems feel more human. That is why people want it. McKinsey reports that 71% of consumers expect companies to deliver personalized interacti...