The Hyper-Personalization of Everything

If the 20th Century was about mass consumption, the 21st Century is about “bespoke consumption.” We have more production than ever—the internet and AI both continue to make it easier than ever to produce—but that production is composed of more tailored, customized products designed for individuals, rather than for the masses.

But what if I don’t like beans?”

The answer, of course: then don’t make bean soup (!). But most people can’t grasp that the videos might not be a fit for them. One creator calls this the “What About Me Effect.” The “What About Me Effect” combines individualistic culture with being chronically online. It means that we assume that everything should in

Soon, everyone should get their own personalized healthcare plan; their own personalized learning path; their own personalized shopping recommendations