A lot of research and development has pushed the limits of personalization far beyond where they were just a few years ago. Yet the major goals of personalization continue to elude us: serving customers what they want, when they want it. Is all this research being developed with pure science in mind, or do the new technologies actually solve real business needs? In this lecture, we will discuss the business needs around personalization. We will explore which technologies have been effective, and which haven’t been. We will discuss the importance of mixing technology with smart design to ensure that personalized features are intuitive and easy-to-use. We will also talk about personalization that doesn’t require technology.