Generative AI is reshaping the landscape of design, ushering us into an era where deeply individualized user experiences become the norm. Personalization reaches beyond the tailored, transcending into the realm of the deeply individualized, fostering one-on-one connections at scale — true hyper-personalization. I’m not calling for the abandonment of established design principles but for their evolution, to harness the potential of GenAI in a human-centric way.