How brands can deliver effective hyper-personalised experiences
Abstract
Hyper-personalisation is rapidly becoming a strategic imperative rather than a differentiating advantage,
driven by advances in artificial intelligence, machine learning and real-time data orchestration. This paper
examines how leading global brands — from Amazon, Netflix and Spotify to Meta, Strava and enterprise platforms such as Salesforce and Adobe — are using hyper-personalisation to reshape customer
expectations, deepen engagement and deliver measurable business outcomes. Despite clear demand, many organisations struggle to operationalise personalisation at scale owing to fragmented data, legacy
systems, siloed teams and concerns around trust, privacy and ethical design. This paper outlines why
hyper-personalisation is especially relevant now, highlighting its role in competitive differentiation, revenue
growth, risk management, operational efficiency and customer loyalty across sectors including retail,
financial services and media. It presents a practical framework for bringing personalisation to life through
three interdependent layers — segment-configured, customer-configured and message-configured
personalisation — and emphasises the need for unified data, dynamic profiling, AI-powered insights
and continuous behavioural feedback loops. Drawing on multiple case studies, the paper demonstrates
how organisations can overcome cultural, technological and regulatory barriers by adopting designfirst
strategies, agile operating models and cross-functional orchestration. Ultimately, it argues that
effective hyper-personalisation requires more than sophisticated tools: it demands an organisation-wide
commitment to customer-centricity, responsible data practices and iterative learning. Companies that
master these capabilities will be best positioned to meet rising expectations and deliver seamless, relevant
and human digital experiences at scale. This article is also included in The Business & Management
Collection which can be accessed at http://hstalks/business.
The full article is available to subscribers to the journal.
Author's Biography
Tom Morgan is a Managing Director at Accenture Song, where he helps brands across UK, Ireland and Africa to design, deliver, launch and scale exceptional products with state-of-the-art technology solutions. Prior to this, he gained experience at various FTSE50 firms in such roles as Chief Technology Officer, Head of Product Design and Consultant. He is an expert in digital product design and development, technology leadership, MACH, transformation and culture change. In his spare time, Tom is Chair of a UK government panel on digital apprenticeships strategy, working to help address the UK’s digital skills gap through the creation of new apprenticeship standards.
Anna Meikle is a Senior Manager at Accenture Song, where she leverages her considerable expertise in the area of financial services to develop truly compelling customer experiences that support strategic business growth for clients. Anna designed and launched Digital IQ, Accenture’s retail banking digital scorecard, and has extensive experience leading design and strategy engagements across global financial services clients. Anna specialises in digital strategy, customer experience and proposition design, and digital transformation.
