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Related Experiment Video

Updated: Sep 23, 2025

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

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Mitigating Issues With/of/for True Personalization.

Harri Oinas-Kukkonen¹, Sami Pohjolainen¹, Eunice Agyei¹

¹Oulu Advanced Research on Service and Information Systems, University of Oulu, Oulu, Finland.

Frontiers in Artificial Intelligence

|May 13, 2022

Summary

This summary is machine-generated.

Personalization Myopia is a false perception of personalized services. True personalization, using data and deep learning, offers innovation, especially for behavior change systems.

Keywords:

change management customization personalization persuasive systems tailoring

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Area of Science:

Human-Computer Interaction
Information Systems
Behavioral Science

Background:

A widespread misconception, termed Personalization Myopia, affects researchers, users, and practitioners regarding the extent and nature of personalization in modern systems.
This myopia leads to overestimations of current personalization capabilities and misunderstandings of what constitutes genuine personalization.

Purpose of the Study:

To define and explore the phenomenon of Personalization Myopia.
To highlight the significant, yet often overlooked, potential of true personalization in developing innovative systems and services.
To emphasize the importance of considering user dynamics and behavior change in personalization strategies.

Main Methods:

Conceptual analysis and synthesis of existing literature on personalization, persuasive systems, and user behavior.
Examination of the roles of big data, business analytics, and deep learning in enabling advanced personalization.
Discussion of the implications of Personalization Myopia for system design and research.

Main Results:

Personalization Myopia is prevalent across different stakeholder groups, leading to inflated expectations and inaccurate assessments of personalized services.
True personalization, leveraging advanced technologies and understanding user evolution, presents a powerful avenue for innovation.
The article identifies key areas where true personalization can drive significant advancements, particularly in behavior change support.

Conclusions:

Addressing Personalization Myopia is crucial for realistic development and deployment of personalized systems.
Harnessing the full potential of data analytics and machine learning is key to achieving genuine personalization.
Future systems should be designed with a dynamic understanding of users to maximize the impact of personalization, especially for behavior modification.