Hyper-personalisation is a marketer’s dream and, as it turns out, a powerful trend that customers have come to expect from their favourite brands. Machines allow brands to build personalised relationships with their customers while evolving their e-commerce platforms in real time.

Kochański & Partners lawyer Natalia Kotłowska-Wochna points out that in the wrong hands, new technologies can be a threat to our privacy. And she suggests how to get the balance right in all aspects of innovation. So that it serves people, supports competitiveness and at the same time reduces unnecessary risks that we as consumers need to be aware of.

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