Let’s go back 12-13 years. I was working at Visma. At the time, the website of one of Europe’s most successful IT companies was divided up according to the structure of the company itself. At the top of the menu was a section called finance, and under this, the product names were listed – “Visma Business” and “Visma Global”. It was all like a product directory built from the inside out, without any clear thought about user experience. And that was how a lot of websites were at the time.
But around this period, something started to happen. Many people started to think differently and create websites “from the outside in”. Instead of building the website around their own internal structure, they started to put themselves in the customer’s shoes and create paths that led them to what they actually needed. A new word – Personas – appeared in the vocabulary of marketers. This was the start of a change in which the customer journey became the main focus. Nevertheless, much of the language was still formal, and the contact with the customer was far from personal.
At Visma, I worked with communication through social media and blogging. At the time, it was innovative in the corporate world to be able to use these channels as part of communication with customers. Social media was not just a platform for sharing information; it became an arena for dialogue. For the first time, customers began to have the opportunity to ask questions and get answers directly from the company.
From formal to personal

Since then, developments have accelerated. Websites tailor experiences based on who you are, where you come from, and what you are likely looking for. Artificial intelligence analyzes user data to customize content, ads, and even user interfaces.
We have gone from a time when one website should fit everyone to a time when the website changes depending on who clicks in. An online store can show you products based on your past behavior, a streaming service recommends series you will like, and newsletters send content that is specifically relevant to your interests.
At the same time, we see that language has changed. Where texts were previously characterized by corporate language, it is now more common to use an everyday, human tone that creates proximity. It is about speaking like real people, not like machines or distant companies. We see this, especially on platforms like LinkedIn, where content is often shared by individuals within companies rather than by the companies themselves.
Video content also plays a bigger role than ever. LinkedIn is launching its own video feed, and it is clear that personal communication through videos is becoming the new standard. Instead of polished press releases and traditional campaigns, we see real people – often influencers within companies – speaking directly to their audience and building trust.
Social media has also been a driving force behind this development. Facebook, Instagram, and later TikTok showed us the power of algorithms that understand us better than we might understand ourselves. This eventually became an expectation: Customers now expect every interaction with a business, whether it’s via email, online, or in-store, to feel personal.
The Power and Pitfalls of Personalization

Offering personalized experiences has enormous benefits. Customers who feel seen and understood are more loyal and shop more. At the same time, there are pitfalls. Too much personalization can be perceived as intrusive or uncomfortable, especially if the user feels their privacy is being invaded. A famous example is when a well-known chain used data to predict that a customer was pregnant before she had even shared the news with her family.
The balance between personalization and privacy is, therefore, more important than ever. Today, GDPR and other privacy laws are helping to shape how companies must balance the use of data with respect for users’ privacy.
The Future of Personalization

We are on the cusp of even more advanced forms of personalization. With the development of artificial intelligence, we will see even more sophisticated customizations. Websites will not only adapt to your past actions but also anticipate what you need before you even know it.
At the same time, customers will demand transparency. It is no longer just about offering personalized experiences but doing so in a way that makes customers feel safe. Honest communication about how data is used and why customizations are made will be an important part of further development.
The Internet has become a mirror that reflects us back to ourselves, with everything from ads to recommendations based on who we are. The question now is: How can we harness the power of personalization without losing what makes us human – namely, authentic connections and real dialogue? This is where marketers of the future must find the answer.
In your marketing team, how do you use personalization to foster genuine interactions and connections with your audience? Please share your thoughts and your questions.