Personalisation is the new magic word in service delivery. This practice is gaining popularity, but you’d notice that many brands are still struggling to figure out how to do it. It is time brands truly understand their customers as unique individuals. No more lumping us all together and making assumptions about our needs and desires…. These sentiments echo the voices of discerning customers in this age of the Fourth Industrial Revolution, where the marketplace is rapidly evolving, and the demand for tailored AI-driven experiences is soaring.