“…The increased power of digital technologies, however, can also be used by organizations in place of insights otherwise gained through coordination with customers. With the increasing volume, velocity, and variety of data, advanced algorithmic solutions can now discern shifting interests of customers before they voice their preferences (Zuo et al, 2022(Zuo et al, , 2023. Currently, every action that a consumer makes, from shopping cart placement to returns, from questions asked of search engines to social media chatter, from click streams to even biometric data, can flow regularly, and be collected, stored, and analyzed.…”