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Guardian article on personalisation

The Guardian recently published an article by Simon Duffy on the challenges faced by personalisation.

The article provoked much discussion - particularly because the editors chose a rather strong title:

"Personalisation was supposed to empower vulnerable citizens. It failed."

As the article argues, failure may be too strong a word, but the problems personalisation faces are certainly significant. 

You can read the full article here:


There are many more articles and papers on The Centre's website on this topic, including many offering positive advice on how to implement personalisation without the bureaucracy that seems to have developed around it.

In particular this recent short essay summarises the problems and some of the likely solutions: