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Personalisation has become the new currency of connection on social media, transforming tech into tools for emotional resonance.
From AI filters to digital alter-egos, social media’s next revolution is personal.
In a time when scrolling through social feeds has become second nature, the demand for deeper, more meaningful engagement on social media is growing louder. The battle is no longer just about who can go viral the fastest—it’s about who can make users feel most seen. Enter personalisation, the new frontier in the social media arms race.
Once relegated to niche offerings like monogrammed mugs or custom playlists, personalisation today has exploded into a dynamic, tech-driven force reshaping digital interaction. At the heart of this transformation are tools powered by artificial intelligence—filters that adapt to individual facial expressions, augmented reality overlays that mimic mood or movement, and even face-swapping technologies that blur the line between fantasy and reality.
“From AI-powered filters that adjust colours to your mood to advanced face swaps and AR features, personalisation is no longer a novelty—it’s the new battleground,” says Kapil Agarwal, Founder and CEO of ‘i’, an AI-based social media platform. “At ‘i’, we believe content has to be more than likes and selfies. It has to offer immersive, emotionally resonant experiences that allow creativity and community to coexist.”
For Agarwal, the goal is not just to entertain but to elevate emotional connection in a world at risk of digital alienation. “The true struggle on social media is not about who can get the most eyeballs—it’s about who can facilitate the most expression,” he asserts. “And that is where personalisation will continue to lead.”
That sentiment is echoed by Ankit Prasad, Founder and CEO of Bobble AI, a company known for pushing the boundaries of self-expression with keyboards, stickers, and localised content. “A few years ago, personalisation meant choosing a profile picture or slapping on a filter,” Prasad reflects. “It was fun—frivolous, even. But now, it’s how people feel seen.”
At Bobble AI, the focus has always been hyper-local and deeply personal. Their success in regional content and vernacular expressions showed early signs that users craved platforms that mirrored their day-to-day selves—how they speak, joke, or feel on a random Wednesday afternoon. “We began testing content through virtual characters—nothing fancy, just relatable lines or regional humour,” Prasad says. “What surprised us was how quickly people connected with these digital personas. Not because they were perfect, but because they felt real.”
That insight led Bobble AI to embrace the idea of digital relatability over influencer perfection. “We’re not building AI influencers,” he clarifies. “We’re creating personas that aren’t trying to impress—just connect. People want someone who mirrors their rhythm.”
And while the tools may be powered by cutting-edge tech, both leaders agree that the real currency of personalisation is emotional resonance. “It’s not about the tech—it’s about the feeling,” Prasad notes. “The platforms that get that balance right—between innovation and authenticity—are the ones users will keep coming back to.”
As social media continues to evolve, one thing is clear: the future isn’t just personalised, it’s personal.
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