In the future, all your clothes will be custom-made. So will your car. So, most likely, will the computer you work on, the sunglasses you wear, the cup of tea you drink in the morning, and the bed you crawl into at night. Personalization is the next decade’s inevitable trend in consumer goods and services, in part because new technology, from flexible robotic systems to 3D scanning and modeling, is making mass customization cheaper. Brands are realizing the opportunity to leverage a wealth of newly accessible consumer information and preferences. It’s never been easier for a company to learn what you’d like to fine-tune; acting on it effectively, however, is another story.