Electronic Markets accepted the paper “Biosignal-Adaptive Platforms” co-authored by Mario Nadj, Alexander Maedche, Rene Riedl, Julia Seitz, and Tanja Schulz as a Fundamentals contribution for publication. Personalization is a well-established concept that leverages a wide range of user data to tailor digital platforms to target audiences. Advances in sensor technologies now allow continuous recording of human activities. The resulting biosignals can be processed and interpreted in real time enabling closed-loop adaptation and deeper individualized personalization. In this paper we conceptualize biosignal-adaptive platforms (BAPs). Despite their potential, research on BAPs in electronic markets remains limited. We develop a morphological box that captures the technical and functional complexity of BAPs and illustrates potential solution spaces, we conduct a systematic literature review and map existing studies onto this framework, highlighting configurations currently examined in e-commerce, auctions, and streaming services; and identify technical, methodological, ethical, and societal challenges, providing guidance for responsible, human-centered design.   

The paper is available here:https://link.springer.com/article/10.1007/s12525-026-00895-y