The double-edged sword of personalisation in tech

This article is part of a series on CES 2025, highlighting the latest tech trends and innovations showcased in Las Vegas from 7-10 January, where Forvis Mazars participated alongside top companies and engineers to form new partnerships and witness cutting-edge technologies at the premier global tech event.

The perks of a tailored world

Personalisation is reshaping industries in transformative ways. Smart home systems now learn user routines, adjusting lighting, temperature, and security settings automatically. Healthcare wearables provide real-time diagnostics, helping doctors predict and prevent health issues before they arise. Retail is also evolving, with AI-driven recommendations making shopping experiences more seamless than ever. At CES 2025, AI-assisted e-commerce platforms showcased digital shopping assistants that offer hyper-relevant suggestions based on past purchases, browsing habits, and even emotional sentiment.

In the automotive sector, personalisation is enhancing the driving experience. AI-equipped vehicles learn driver preferences, adjusting seat positions, climate control, and entertainment settings automatically. This not only improves comfort but also enhances safety by reducing distractions. The Sony-Honda Afeela 1, for example, adapts to a driver’s behaviour, making each journey smoother and more intuitive.

Revolutionising healthcare

Healthcare is one of the most promising areas for personalisation. Wearable devices and smart health monitors are revolutionising how individuals manage their well-being. These tools track vital signs, monitor chronic conditions, and even predict potential health issues before they become serious. At CES 2025, companies like Withings showcased advanced health monitoring devices that provide real-time diagnostics, empowering both doctors and patients with more control over their health.

AI-driven health platforms are also making significant strides. By analysing vast amounts of data, these platforms can generate tailored health recommendations, from personalised diet and exercise plans to optimised medication management. Such advancements have the potential to improve patient outcomes and reduce healthcare costs by enabling preventive care and efficient condition management.

The retail revolution

Personalisation is transforming the retail landscape as well. AI-driven recommendations are enhancing shopping experiences by analysing customer data to offer tailored product suggestions. At CES 2025, several companies presented AI-powered digital shopping assistants capable of helping consumers find exactly what they need with precision and efficiency. These systems not only simplify the shopping process but also foster greater customer loyalty through personalised promotions and exclusive discounts.

The rise of immersive tech

Beyond personalisation, immersive experiences were another major highlight at CES. LG’s transparent 4K displays and Lenovo’s rollable-screen laptops took centre stage, showcasing a future where screens are more flexible, interactive, and visually stunning. Samsung's wireless 8K projector, meanwhile, is redefining home entertainment by enabling cinematic experiences anywhere.

Immersive technologies are also making significant inroads into professional sectors. Virtual and augmented reality solutions are poised to revolutionise education, corporate training, and healthcare. Surgeons can now perform complex procedures with AR-assisted overlays, while students engage in fully interactive lessons within virtual classrooms. In entertainment, AI-powered narratives are transforming gaming, creating unique storylines that adapt to user choices in real time.

AI as the backbone of personalisation and immersion

Artificial intelligence was a central theme at CES 2025, driving innovations in both personalisation and immersive technology. AI is not just a tool; it is a transformative force across industries. Companies like Asus and Lenovo introduced AI-integrated products designed to optimise user experiences. Asus unveiled a new line of smart PCs equipped with machine learning algorithms that adapt to user habits, while Lenovo showcased a roll-up screen computer that adjusts dynamically based on task requirements.

In healthcare, AI continues to push boundaries. Withings presented a smart mirror capable of detecting variations in a user’s health, while DeepMind Health showcased predictive algorithms that help doctors anticipate complications in high-risk patients. These innovations promise greater precision in healthcare, but concerns remain about equitable access to such advancements.

The hidden costs of personalisation

As companies race to make their products more personalised, they must also navigate significant concerns, including privacy risks, AI bias, and ethical dilemmas surrounding data ownership. Hyper-personalisation requires vast amounts of user data, raising pressing questions about security and consent. While consumers appreciate tailored experiences, they also demand assurances that their information is protected.

AI bias is another critical issue. Since AI systems learn from existing data, any biases present in that data can lead to unfair and discriminatory outcomes, particularly in sensitive areas like hiring, lending, and law enforcement. Ensuring transparency and accountability in AI decision-making is crucial to mitigating these risks.

Data ownership further complicates the ethical landscape. As AI assumes a greater role in decision-making, questions about who controls personal data become increasingly urgent. Clear regulations and policies are necessary to safeguard consumer rights and ensure ethical data usage.

The environmental and ethical challenges

Beyond privacy concerns, the rise of hyper-personalisation also presents environmental challenges. The growing demand for AI-powered devices, high-resolution displays, and sensor-rich environments contributes to increasing energy consumption and electronic waste. The AI industry itself is resource-intensive; data centres required to train and run AI models consume vast amounts of electricity. Estimates suggest that by 2030, global data centres could account for as much as 10% of worldwide energy consumption. Companies like Nvidia and Lenovo are now under pressure to develop energy-efficient AI models to address these concerns.

The road ahead

CES 2025 made one thing clear: personalisation is here to stay. However, as we move towards an increasingly customised future, it is crucial to balance innovation with responsibility. The tech industry must take proactive steps to address privacy, bias, and ethical concerns while ensuring equitable access to technological advancements.

Building a future where personalisation enhances lives without compromising ethical values requires action on multiple fronts. Companies must implement robust data security measures, promote transparency in AI processes, and establish clear policies on data ownership. Moreover, they must address growing inequalities in access to AI-driven technologies, as innovation risks widening the gap between tech giants and smaller entities.

Personalisation in tech offers immense potential to improve daily life, from optimising healthcare to simplifying consumer experiences. However, its success hinges on how well we navigate its challenges. CES 2025 served as both a showcase of technological promise and a reminder that responsible innovation is the key to a sustainable, equitable digital future.