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This special issue has explored ways in which consumers engage with brands and firms within ever-evolving technological environments (Ostrom et al., 2015). The articles show how firms adopt an increasingly broad array of emerging technologies to facilitate interactions with their prospects and customers (Letheren et al., 2019; Willems et al., 2019; Dessart et al., 2019 or Marbach et al., 2019 in this issue). New technology can be used at any stage of the marketing process, including during the segmentation, targeting or positioning sub-processes, to support or transform any of the marketing mix elements, thereby affecting consumer engagement with brands (Hollebeek et al., 2014). For example, product customization options (eg personalized Starbucks beverages) can alter the product offering, thereby enabling firms to more responsively cater to customers’ unique needs, wants or preferences (Keeling et al., 2019 …