The Future of Personalisation: technoscientific imaginaries and the actions they drive in the present.
(2025) SKOM12 20241Department of Strategic Communication
- Abstract
- Personalisation as a term has been widely discussed within brand and marketing communication research. However, the rise of generative AI and machine learning have opened new possibilities for personalisation. This research fills a research gap by combining research from across fields, as well as putting focus on professionals from the digital marketing industry. The focus of the research was to (1) explore the collectively held images of the future amongst industry experts, and (2) to discuss the actions and outcomes that are occurring in the present to achieve the imaginaries. To do so the theories of attention economy, technoscientific imaginaries, and the sociology of expectations are utilised. The research is conducted in a... (More)
- Personalisation as a term has been widely discussed within brand and marketing communication research. However, the rise of generative AI and machine learning have opened new possibilities for personalisation. This research fills a research gap by combining research from across fields, as well as putting focus on professionals from the digital marketing industry. The focus of the research was to (1) explore the collectively held images of the future amongst industry experts, and (2) to discuss the actions and outcomes that are occurring in the present to achieve the imaginaries. To do so the theories of attention economy, technoscientific imaginaries, and the sociology of expectations are utilised. The research is conducted in a qualitative manner through a text analysis and semi-structured interviews. The findings discuss that experts see the future of personalisation being focused on transparency and privacy, while simultaneously not seeing it as a limitation to personalisation, which is perceived to continue growing in convenience and accessibility. Personalisation opportunities are seen within convenience, brand-customer interactions, and creativity. At the same time, brands will need to strike a balance between maintaining full brand control and AI-driven personalisation. Said imaginaries are driving industry actions, from investments to concept proofs, as well as legislative actions. Generally, industry experts collectively view personalisation as a continuously growing tool in the foreseeable future. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9184896
- author
- Prystupa, Paulina LU
- supervisor
- organization
- course
- SKOM12 20241
- year
- 2025
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- personalisation, technoscientific imaginaries, sociology of expectations, digital marketing, personalisation privacy paradox
- language
- English
- id
- 9184896
- date added to LUP
- 2025-02-12 11:10:02
- date last changed
- 2025-02-12 11:10:02
@misc{9184896,
abstract = {{Personalisation as a term has been widely discussed within brand and marketing communication research. However, the rise of generative AI and machine learning have opened new possibilities for personalisation. This research fills a research gap by combining research from across fields, as well as putting focus on professionals from the digital marketing industry. The focus of the research was to (1) explore the collectively held images of the future amongst industry experts, and (2) to discuss the actions and outcomes that are occurring in the present to achieve the imaginaries. To do so the theories of attention economy, technoscientific imaginaries, and the sociology of expectations are utilised. The research is conducted in a qualitative manner through a text analysis and semi-structured interviews. The findings discuss that experts see the future of personalisation being focused on transparency and privacy, while simultaneously not seeing it as a limitation to personalisation, which is perceived to continue growing in convenience and accessibility. Personalisation opportunities are seen within convenience, brand-customer interactions, and creativity. At the same time, brands will need to strike a balance between maintaining full brand control and AI-driven personalisation. Said imaginaries are driving industry actions, from investments to concept proofs, as well as legislative actions. Generally, industry experts collectively view personalisation as a continuously growing tool in the foreseeable future.}},
author = {{Prystupa, Paulina}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Future of Personalisation: technoscientific imaginaries and the actions they drive in the present.}},
year = {{2025}},
}