Understanding Personalisation

"Understanding Personalisation addresses the global phenomenon of personalisation that has come to affect many aspects of everyday life. It identifies the dimensions of personalisation and its typologies. The focus is on influential instances of personalisation in communication, consumption, design principles and practices, marketing and manufacturing. It covers issues of privacy, the ethics of design and the designer/maker's control versus the consumer's freedom in three parts, each written by an expert in the field. The first looks into digital personalisation, examining how advances in new media technologies, AI and software development influence our perception of digital spaces, the way we communicate with each other and interact with our personal devices. It also examines the ethical implications of how personal data are generated, stored and used. The second part examines changing patterns of consumption and development in marketing and markets that facilitate individualised products and services. It assesses the convergence of both producers and consumers towards the co-creation of goods and services and challenges the concepts of personalisation, customisation and bespoke marketing in the context of ownership and consumption. The final part considers how principles of personalisation can be found in practices of materially engaged consumption, characterised by a user-empowered hands-on approach"--Back cover.