Personalised journeys
Personalisation isn’t a feature, it’s becoming the default. People want brands to know them, anticipate them and evolve with them.
In fact, our research shows how in APAC, 74% expect experiences to feel personalised to who they are and what they need. 45% state that generic customer experiences feel frustrating. This experience design platform taps into the trend we labelled as ‘Curated Choice’ in our What Matters 2025 report. People expect relevance without effort and options that feel made just for them. After decades of choice overload, consumers are shifting from “more is more” to “only what matters.” It’s about intelligent simplicity: offering fewer, better and more meaningful options that align with personal values and needs.
Access the 2025 What Matters report, our yearly consumer trend report exploring what matters to people today and tomorrow.
of consumers expect personalised experiences.
Source: Human8, 2025 (n=4000, markets: Australia, China, Hong Kong, Philippines, Singapore)
Four personalisation codes
We identified 4 experience codes, inspired by Gen Alpha, in this ‘personalised journeys’ space.
Sensory synchrony
A multi-sensory symphony tuned to context, emotion and preference. Creating emotionally resonant environments through light, sound, touch and even scent that adapt in real time. From nature-infused ambient design, biophilic spaces to customisable sensory zones, this personalisation calms, energises or grounds.
CODE 1:
Identity paths
A personalised experience that grows and evolves with each individual, shaped by changing needs, interests and values over time.
Experiences that adapt in response to personal growth, emotional state and shifting purpose.
Underlying Alpha insights:
- My identity is fluid, not fixed. I expect experiences to adapt as I grow.
Cross generational resonance:
- 74% find it important that they treat them as a unique person, not just one of many customers.
- 74% find it important that they give recommendations that change as their interests and values evolve.
CASE
MTailor
AI for the perfect fit
USA - Fashion
MTailor uses an AI-powered app to take body measurements via smartphone, promising clothing that fits 20% more accurately than a human tailor. The brand positions itself as a convenient, personalised alternative to traditional shopping.
CASE
Shelf Beyond Spotify wrapped
Global - Media & entertainment
Shelf is an app that curates everything people read, listen to and watch into evolving weekly ‘wraps’. Going beyond Spotify Wrapped’s annual highlight, it offers a living record of shifting moods, interests and values. By turning everyday choices into personal storytelling, Shelf shows how identity is always in motion. It's a personalised journey that grows and adapts over time.
CODE 2:
Co-created tracks
Personalisation as collaboration. Modular personalisation experiences that are shaped with users, not for them – creating agency and ownership. Instead of assigned rigid journeys, people want to remix and shape their own experience tracks.
Underlying Alpha insights:
- I want to author my own experience and shape them to my needs.
Cross generational resonance:
- 78% find it important that brands allow to personalise their experience based on what they like.
- 70% find it important that they can actively shape or co-created their experiences.
CASE
IKEA
Kreativ homes at your fingertips
Sweden - Retail
IKEA Kreativ is a digital tool that lets users design their own rooms or explore virtual showrooms. By helping people visualise furniture and décor in their space, it makes home design more accessible and inspiring.
CASE
Build-A-Bear
A heartfelt adventure
USA - Toys
Build-A-Bear invites people to co-create their own plush companions through a hands-on process of choosing, stuffing, dressing and accessorising. Each bear becomes a personal creation, shaped in collaboration with the brand rather than delivered as a finished product. By giving guests agency and ownership in the experience, Build-A-Bear has become a multi-generational favourite and a destination for celebrating life’s moments. It's about creating memories with “a little more heart.”
CODE 3:
Sensory synchrony
A multi-sensory symphony tuned to context, emotion and preference. Creating emotionally resonant environments through light, sound, touch and even scent that adapt in real time. From nature-infused ambient design, biophilic spaces to customisable sensory zones, this personalisation calms, energises or grounds.
Underlying Alpha insights:
- Being always-on and screen-saturated, I crave this balance between stimulation and regulation.
Cross generational resonance:
- 63% find it important that brands adapt sensory elements (light, sound, touch) to fit the moment or environment.
- 61% find it important that they create sensory experiences that match how they feel.
CASE
Moncler
The City of Genius
China - Fashion
At Shanghai Fashion Week 2024, Moncler launched “The City of Genius,” an immersive brand experience spanning ten neighbourhoods across the city. Blending art, film, music and design, the initiative brought together local and international talent to co-create cultural moments that transcended fashion. By engaging multiple senses and evoking strong emotional responses, Moncler crafted an environment where creativity could be felt as much as seen. The event reflects the brand’s broader strategy of elevating luxury through immersive co-creation. As such Moncler offers not just products, but multisensory experiences that leave a lasting imprint.
CASE
Mercer Labs
Multi-sensory art in motion
USA - Art & culture
The Mercer Labs Museum offers visitors an immersive journey through fifteen multi-dimensional installations by artist and co-founder Roy Nachum. Spanning painting, sculpture, light and sound, the museum combines 4D audio, 8K projections and mirrored infinity rooms to create environments that shift with mood and perception. More than an exhibition, it is a multisensory experience where art adapts to context and emotion.
CODE 4:
Anticipatory care
Emotionally intelligent personalisation that feels more like a caring friend than a predictive algorithm. Deliver seamless pre-emptive support by using predictive intelligence, behaviour signals and contextual cues to meet needs before they’re even voiced.
Underlying Alpha insights:
- Being always-on and screen-saturated, I crave this balance between stimulation and regulation.
Cross generational resonance:
- 63% find it important that brands help me before they even ask for assistance.
- 61% find it important that brands predict what I need and act in ways that feel caring, not intrusive.
CASE
Baloise
Insurance that reacts instantly
Switzerland - Insurance
Baloise introduced parametric holiday policies that automatically detect triggers such as flight delays, baggage issues or bad weather. Customers are notified immediately, allowing claims to be confirmed and payouts initiated – no forms or waiting required.
CASE
Starbucks' Deep Brew AI for a personalised sip
USA - Beverages
Starbucks’ AI engine Deep Brew analyses purchase history, local weather and other signals to suggest personalised menu items. The technology aims to make each customer experience more relevant and convenient.
From personalised to truly personal
The traditional view of customer journeys no longer suffices. People don’t just move from touchpoint to touchpoint; they want to be seen, understood and empowered at every step.
Today’s customers expect interactions that feel real-time, relevant and at times even magical. With AI and data reshaping what personalisation means, the challenge is clear: creating experiences that truly connect on a human level.