although blockchain technology presents interesting features in terms of security immutability transparency traceability and automation its widescale deployment currently hinges on various challenges scalability remains limited existing blockchain networks and platforms do not talk to one another and there are a number of unresolved legal issues ranging from the legal status of blockchain transactions to the question of liability companies also rely increasingly on artificial intelligence al and big data to analyse consumers online shopping experiences in order to profile preferences and adapt products accordingly digital technologies such as d printing are making it feasible to supply customized goods and services to consumers who show a preference for personalized products