How people react to over-personalization

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We are all individuals. We all feel we have a unique core identity. We are not interchangeable. It is this truth that lies at the heart of problematic over-personalization.

Algorithms use data sourced from the masses to draw highly accurate predictions about individual preferences and behaviors. According to recent research, this can challenge our sense of individuality. When consumers believe their future choices can be predicted by a machine based on their past choices, some will assert their autonomy by choosing a less-preferred option. To reestablish their own autonomy, these individuals would rather violate their own preferences by choosing to be unpredictable.

This idea has many implications for AI designers.

If interactions are too efficient, users have no ability to express their individuality. For brands, this can be a missed opportunity to help customers express their autonomy and deepen their emotional connection with a product or service. Designers should conside...

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About Sonder Scheme: We are on a mission to help humans win in the age of AI by making AI design easier, more inclusive, more ethical and more human. Through our workshops, learning journeys and the Sonder Scheme Studio, we enable people to use design thinking-based tools to create innovative, effective and ethical human-machine systems. Both offline and online, Sonder Scheme empowers companies around the world to design human-centered AI.

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