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The year 2025 will mark a new technological acceleration. Generative AI and language models will become increasingly integrated into mobile devices, transforming them into hubs for intelligent agents and signaling the end of traditional cell phones. The widespread adoption of IoT devices will enable an unprecedented collection of personal data, ushering in the era of personalization.   

We are entering a world where every product, service, or solution will be designed to adapt to the most intimate desires and needs of individuals. This transformation will impact not only consumer goods but also medicine, wellness, and nutrition, expanding choices and improving quality of life. 

PERSONALIZATION: REVOLUTION AND OPPORTUNITY 

Personalization will enable us to monitor our health status and identify the nutrients we need in real-time, optimize agricultural production, enhance industrial efficiency, improve quality of life in cities and homes, and advance learning and knowledge-sharing:  

• Health (precision medicine): Customized therapies and medications designed to meet individual needs.
• Nutrition (precision nutrition): Tailored foods and beverages crafted for balanced diets.
• Precision agriculture: Advanced technologies to monitor and maximize crop yields, while minimizing waste and environmental impact.
• Industry: Flexible production systems designed to adapt to specific consumer demands.
• Urban (smart city) and home well-being (smart home): Personalized solutions to enhance daily living and comfort.  
• Personalized education: Learning methods and programs customized to the needs, pace, and interests of each student, fostering personal growth.  

THE TRIUMPH OF INDIVIDUALISM 

Personalization reinforces individualism—not to be confused with selfishness—but rather the affirmation of individual freedoms and responsibility towards others.  

• Celebration of individual diversity: Every choice becomes unique, broadening knowledge and strengthening personal freedoms.  
• Promotion of freedom of choice: With deeper insights, people can make informed decisions.
• Beyond economies of scale: Innovation will enable the creation of personalized products at competitive costs, moving past Fordist standardization and achieving the paradox of economies of scale through personalization. 
• A more dynamic market: Competition will foster an unprecedented variety of solutions, enhancing inclusivity and access.

THE RISK OF SINGULARITY

Personalization will truly be liberating only if we remain in control of technology. If AI and IoT devices start deciding for us—what is good or bad, right or wrong—we risk losing our autonomy.  

• The role of politics is key: it must balance individual interests with the power of tech companies.
• Effective policies must encourage personalization without stifling it with outdated regulations like current public health and nutrition guidelines. Planetary diets, front-of-pack labels, and the war on fats and sugars are outdated in the age of personalization.

THE HOPE FOR 2025

International and national institutions must seize this opportunity. Investing in personalization means promoting freedom, diversity, and innovation. Only by doing so can technology truly serve the individual—and not the other way around.