The article identifies three major dimensions of 'personalized': "physical spaces will be ‘digitized’... empathy will scale... (and) brands will use ecosystems to personalize journeys end-to-end." This is actually a straightforward extrapolation of things like augmented reality, sentiment analysis and web services. To get ready for it, say the authors, we should "invest in customer data and analytics foundations... find and train translators and advanced tech talent... build up agile capabilities... (and) protect customer privacy." This advice is pretty empty, and is focused on the wrong skill set. Future prosperity will depend not on being able to develop these capacities, but on being able to use them in novel and useful ways. That's more the domain of the artist than the data analyst.