The AI Illusion (II): The More “Personal” It Gets, The Less It Feels
AI promises better customer experiences.
However, as outlined in part 1, the real divide is not in tool usage - it's in thinking.
Experiences are starting to feel the same. The tone is familiar. The interactions are predictable. Simply, because many companies are building these experiences on the same foundations.
The result isn’t differentiation. It’s convergence.
What’s described as personalisation is often just classification at scale.
It works, but it doesn’t feel personal.
There’s a difference between being recognised and being understood.
Customers feel that gap. Everything functions. Nothing resonates.
AI improves the baseline, but if everyone uses it the same way, the baseline becomes the ceiling.
In part 3 ("When Everyone Can Create, What Still Matters?"), I'll talk about how this sameness is rooted in a deeper shift: the collapse of creative barriers.