In markets ranging from automotive to healthcare to consumer goods, the demand for distinctive silicone products is growing. Customer requirements for speed and flexibility in liquid silicone molding (LSR, LIM) have never been greater. Building on state-of-the-art services of High Consistency Elastomers (HCE) currently available at its ASI division, GE Silicones is introducing innovative, custom services for liquid silicones. In addition to conventional requirements on physical properties, coloring and curing characteristics similarly seen in High Consistency Elastomers, more unique and demanding requests emerge every day from an ever-growing list of applications requiring the use of specialty additives, new technologies and creative approaches. Examples of representative customization cases will be presented with a focus on the diversity of the nature of customization and its associated market opportunities as well as technical challenges.