In the age of personal AI, broadcast fades to whisper

AI is redefining communication—shifting societies, enterprises, and individuals from shared narratives to curated realities.

- PROF NITIN SINGH

Hyper-personalisation in social networks is not just a technological trend.

It is a phenomenon quietly reshaping how societies think, how businesses operate, and how individuals make choices.

For most of the twentieth century, communication was defined by scale. A single message was broadcast through newspapers, radio, or television and consumed by millions. Marshall McLuhan's phrase, “The medium is the message,” captured that era well.

Today, the medium is fragmented. Social networks no longer address the crowd; they communicate with individuals. Algorithms track likes, pauses, and moods, curating individual worlds based on engagement rather than truth or chronology.

Personalisation, once associated mainly with Facebook, TikTok, or Instagram, has now crossed into enterprise information systems. In organisations, personalisation has moved beyond an abstract premise to a concrete application.

At Siemens, predictive analytics modules flag contracts and projects at risk of delay. General Electric uses maintenance systems that generate automated alerts for equipment likely to fail across its industrial operations. Unilever uses procurement dashboards to provide supplier-specific information that supports sourcing decisions. At IBM, leadership platforms track costs, approvals, and project progress in real time.

These cases show that personalisation has shifted from newsfeeds to decision intelligence in enterprises. What social networks achieve with attention, enterprises accomplish with action.

THE EVOLUTION OF PERSONALISATION