Technology journalist Cory Doctorow introduced the term ‘enshittification’ to describe the decline in user experience on major digital platforms like Amazon, Facebook, and Google. This concept, recognized as the American Dialect Society’s word of the year in 2023, highlights a common pattern: platforms initially offer attractive services to gain users, then exploit those users for profit, gradually worsening the overall experience. This pattern of degradation is now evident in traditional industries adopting ‘smart’ technology by embedding internet connectivity and digital features into physical products. While these enhancements offer convenience and new capabilities, they also enable manufacturers to lock in customers and extract ongoing revenues through subscription fees and data monetization, often at the cost of customer satisfaction. Examples include automakers charging for built-in features and selling driving data, as well as John Deere facing lawsuits over restrictive repair policies for digitally enhanced tractors. Customers increasingly express frustration over subscription paywalls and privacy concerns, reflecting a broader distrust fueled by perceived corporate greed and short-term profit motives. Unlike digital platforms, consumers of smart physical goods face higher barriers to switching due to the significant investments in these products, intensifying the fallout from enshittification. Companies must balance innovation and customer trust or risk long-term damage to their brands and business viability.
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