Navigating the era of personalization

For over 10 years, ever since I started driving, I have been listening to the radio in the car and I love it. I live in Dubai. In the morning on my way to work, I enjoy thinking that so many people in this city are listening to the same thing, hating on or jamming to the same song, having different opinions on the same topic radio hosts are starting.

I often think about who those people are. Where are they going? Are they going to the gym? Are they going to work? What is their job? Maybe they’re on their way to hospital? Or a graduation, wedding, funeral? At 8:40 in the morning, no matter who we are, what we do, our background, political stance or economic status – we are all united in one thing: listening to the exact same content at 104.4 FM.

Isn’t that beautiful? Still, every time I share my radio story – I get the same look and same question: why?

Why indeed?

In the era where everything is or is aspiring to be highly personalized, radio is everything but. It is a simple medium, convenient, accessible, reliable (well, unless there are a bunch of tunnels in your city), and it offers a diverse range of content. The only thing tailored about radio is the fact that it is connected to a local presence and this localized approach fosters such a sense of personal connection and relevance that other forms of media might not offer. Knowing that others are listening to the same content at the same time can create a shared experience and a sense of togetherness that I personally believe the world needs more of nowadays.

This got me thinking about personalization. Don’t get me wrong, I love my personalized content on music and video streaming apps, travel sites, online shopping apps. But sometimes, I am just craving the randomness of a good, old radio.

Personalization for sure makes our lives so much better in so many ways but could there be such a thing as too much personalization?

This article will discuss developments in personalization before proposing its potential issues and strategies for product people to mitigate its risks.

The journey that led us here

Early software solutions allowed users to customize settings like screen resolution and color schemes. These limited customizations soon became something much bigger. From customizing homepages on browsers to personalized product recommendations based on user browsing and purchase history, from customized news feeds on social media to personalized results on search engines – we have come a long way. Today, personalization is integrated into almost all aspects of daily life, from shopping and entertainment to healthcare and education.

And it makes a lot of sense –  personalization recognized the uniqueness of our preferences and behaviors as individuals first and transformed our digital experiences from one-size-fits-all to tailored, from generic to meaningful.

All of this is deeply rooted in human psychology. Human brains are wired in such a way that we pay more attention to information that is relevant to our goals and needs. Aside from streamlining tasks, this caters to confirmation bias as we have a natural tendency to seek information that validates our existing beliefs and inclinations. Personalization also reduces cognitive load by presenting us with choices that are likely to align with our preferences and therefore simplify decision making.

That businesses recognize this need and cater to it is not accidental. Personalization not only enhances our day to day lives but it also drives growth, profitability, and competitiveness. It’s an invaluable asset for businesses of any size in today’s digital age.

So, the more personalized the better for everyone. Or is it?

Why wouldn’t we want more personalization?

Throughout its history, personalization has reshaped how we interact with digital products, making technology more intuitive, engaging, and valuable in every sense of the word. While offering all kinds of benefits, it also comes with significant threats – there is a point at which personalization can become overwhelming or counterproductive.

Privacy and data misuse

One of the most pressing concerns is the one related to privacy and this is probably the first thing that would come to mind of the majority of people when thinking of cons of personalization. The very essence of personalization depends on the collection, analysis, and utilization of user data. Collecting enormous amounts of personal data to power deep personalization can make users feel uncomfortable, leading to a lack of trust in the product. This also comes with the potential for data misuse and data breaches, from sharing sensitive personal information with third parties to compromising the fundamental principles of privacy and autonomy.

Information bubbles and echo chambers

Another aspect that is recently getting more traction is related to so-called information bubbles and echo chambers, where individuals are exposed primarily to content and opinions that align with their existing stands, beliefs and preferences. While this can lead to increased user engagement and satisfaction in the short term, long-term it can lead to a passive consumption of content, where we become less critical thinkers and active participants in society.

The internet gave us the possibility of being in touch with people from all over the world – conversing, exchanging opinions, debating, getting exposed to different ideas. What was perceived as a means to help us broaden our perspectives is now doing the opposite. The phenomenon of information bubbles and echo chambers deepens polarization, as people become more fixated in their viewpoints, unwilling to engage in meaningful discourse or consider alternative perspectives. And the world as we know it today never needed this less.

Social media platforms like Facebook, Instagram and TikTok are some of the companies that have faced criticism for creating those filter bubbles. TikTok is an excellent example of a double-edged sword of personalization. It is known for algorithms that curate personalized content for users based on their past interaction, aiming to keep them engaged and entertained.

While it seems like a great deal for users to get content they like and creators to get engaged audiences – there is an underlying concern worth exploring. When users are constantly served content that reinforces their existing worldviews without being exposed to opposing viewpoints – it can only lead to more divisions and less empathy ​​across different groups in society. The consequences are far-reaching, impacting everything from political discourse to social cohesion.

And this is only one example. We can see this across streaming services, dating apps, online learning platforms and much more.

Can we shape the future of digital interactions differently?

Personalization is a testament to technology’s potential to make the world a more user-centric, efficient, and enjoyable place, where we feel recognized, understood, and valued. However, it’s worth being mindful of the potential drawbacks that come with excessive personalization.

With all the benefits and all the threats, personalization has such a profound impact on society, requiring careful consideration, regulation, and ethical oversight to mitigate the potential risks. For product people, it is crucial to have this in mind.

So, next time you start to bulldog a product or pitch a personalization feature, here are a few things to keep in consideration and steps you can take:

• Follow transparent data practices and be open about the data you plan to collect and how it will be used.
• Plan for robust data security measures, including data anonymization and encryption, to protect user data from unauthorized access or breaches.
• Design algorithms that promote diverse viewpoints and content.
• Educate users about the potential pitfalls of information bubbles.
• Enable users control over their personalization settings wherever possible.
• Stay updated and conduct regular audits of data handling practices to ensure they comply with relevant data protection regulations.
• Establish feedback mechanisms for users to report concerns about content or recommendations.

Balance is the key

Benefits of personalization should never come at the cost of a diversity of thought or uncompromised privacy and data security.

As we navigate this complex landscape, we need to find (an often delicate) balance between reaping the benefits of personalization and protecting the world from its threats. We should be able to utilize the full potential of personalization while mitigating the risks as much as possible.

This means developing products that will serve customers, make their lives easier and their use of technology more enjoyable – all while working on ethical, transparent, and user-controlled practices. Ultimately,  technology we build today should continue to connect people, rather than isolate them.

In an era where technology use is at an all-time high, achieving this balance is essential for creating a more inclusive, safe, informed, engaged, and harmonious world.