The work explores the evolution of consumer expectations in industrial production in the context of the growing role of personalization and the widespread implementation of new digital technologies. The authors sequentially analyze theoretical and practical aspects related to the industry’s transition to flexible production systems focused on individual customer preferences, and evaluate the impact of this transformation on the demand structure and the competitive environment. The main factors contributing to the growth of mass customization are identified, including the application of big data, the development of robotic lines and the use of artificial intelligence to predict consumer behavior. The work also highlights the significance of after-sales service and environmental aspect in implementing personalized solutions. The authors consider how the interaction of technological innovations and market demands are shaping new business models and supply chain management approaches, and formulate directions for further research in this area. The research purpose is to analyze how personalization and new technologies influence the transformation of consumer expectations, and to show what changes take place in the structure of demand and industrial production strategies.