Transforming Product Concepts in Digital Ecosystems: A Systematic Review of Offering, Personalization, and Co-Creation Strategies

This study systematically examines the trends, key themes, and research gaps in the literature concerning personalization and customization of digital product offerings. Utilizing a Systematic Literature Review (SLR) approach based on the PRISMA protocol, a total of 36 selected articles from the Scopus database covering the period 2020–2025 were analyzed descriptively, thematically, and in terms of content. Findings indicate that personalization has now extended into strategic, emotional, and predictive dimensions, through the application of AI technologies, affective-based user experience (UX), and consumer self-values. Identified research gaps include the lack of integration between technological and behavioral aspects, limited exploration in social contexts such as digital health and education, as well as a shortage of longitudinal and cross-cultural studies. This study contributes a conceptual map and thematic taxonomy that support the development of theory and more adaptive and ethical digital personalization business strategies. These findings also enrich the formation of a future research agenda that is reflective and multidisciplinary in nature.