People are catching onto the intrusive influence of algorithmic recommendations, questioning whether they can even form independent interests today. New Yorker writer Kyle Chayka’s latest book, Filterworld: How Algorithms Flattened Culture, sums it up perfectly, examining a world ruled by algorithms where culture is homogenized, and interests are cloned to the benefit of efficiency-optimized consumerism.

· Traditional demographics like age, gender, geography, race, and ethnicity will evade marketers trying to anticipate interests and relevance for consumer segments. Adopting a fluid approach to mindset and mood-mapping is key.

· Personal taste, from fashion to food and music, has been erased, but consumers are aware of the manipulative cycle and will make a concerted effort to take back free will in the face of Big Tech determinism.

· Brands that prioritize shareability over true innovation and creativity will eventually fall out of favor with consumers who appreciate diversity of taste and experience.

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