Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Coca-Cola’s partnership with Bain & Company and OpenAI asked digital creators to work with generative AI to create branded imagery. With interest and concern around AI technology swirling in equal measure, creative, personalised marketing content could be a low-stakes entry point for brands.

One potential downfall of new products that fail is misjudging the audience's needs. Attempting to ensure success, many emerging beauty brands are co-creating products directly with their audience to meet their expectations and generate hype, creating innovations with input from fresh eyes.

Video game art is beginning to mimic real life, as in-game experience shifts to include positive life milestones that are growing increasingly difficult to achieve for many young Gen Yers and Zers in the real world. How is The Sims shifting real-life concerns to the virtual world?

Co-creation has become a staple in gaming, so The Sims has reached out to its community of Simmers to vote on the development of its upcoming Kits. This collaborative approach appeals to gamers that demand personalization and transparency, as well as fostering greater consumer relationships.