Abstract
This paper provides an insightful exploration of Mass Customization (MC), a rising trend in the modern manufacturing landscape that couples the efficiency of large-scale production with the allure of personalized products. It elucidates MC’s operational, market-related, and customer engagement challenges, offering optimization strategies grounded in digital intelligence technology and Supply Chain Agility (SCA). The paper delves into the role of 3D printing, Flexible Manufacturing Systems, data-driven designs, and Digital Twin Technology, illustrating how these technologies can enhance MC processes. It also underscores the importance of SCA in mediating the complex relationship between these technologies and MC capabilities, thus offering a nuanced understanding of its implementation. The study concludes that the integration of digital intelligence technology, paired with the enhancement of SCA, can effectively navigate the complexities of MC, providing a competitive edge in today’s volatile market landscape. This research is a significant theoretical and practical guide for organizations aspiring to transition toward MC amidst the digital revolution.