Trend 17: AI-driven, next-generation, hyperpersonalized UXs gain prominence

Content personalization in websites and mobile applications was mostly driven by rules defined in content management systems, experience management solutions, and analytics engines. These rules relied on frontend user interactions or a history of user patterns captured at the backend. Streaming, big data, and edge analytics offer significant insights that evolve into hyperpersonalization.

The Web 3.0 decentralized environment brings hyperpersonalization to the center with intelligent experience adaptation, user interest modeling, and user-specific semantic content handling. In addition to hyperpersonalized user-centric apps in the real world, the use of spatial inputs, digital twins, avatars, and other enabling technologies are expected to take hyperpersonalization to greater heights in the metaverse.

AI-driven hyperpersonalization entails a digital brain that offers tailored content, dynamic screens, interactive contextual interfaces switching to a conversational bot or other digital assistant based on the device or context, and optimized user interactions. The digital brain creates a unique digital experience for each user. Resultantly, hyperpersonalized apps are created for the consumer segment and live enterprise apps are created for the enterprise segment.

With its Live Enterprise Suite, Infosys has pioneered a phygital ecosystem, with sentient hyperpersonalization services powered by a digital brain. Live Enterprise was successfully deployed with customization for multiple clients and is continuously evolving. It uses an experience configuration kit to implement a computational design paradigm across various frontend platforms.

A leading logistics provider developed a digital transformation platform for employees to deploy COVID-19 safety norms with intelligent office space booking and personal assistant features. Built using Infosys Live Enterprise, the platform connects several enterprise touchpoints to provide a unified employee experience.