Jeffrey MacIntyre, a long-time independent UX consultant and researcher specializing in thoughtful digital personalization, is Jeffrey Zeldman’s guest. The two Jeffreys discuss personalization and its intersection with AI, the business opportunity of responsible personalization, aligning personalization with business operations, the secret history of berry picking, the value of a good taxonomy, personalization versus customization, avoiding the “creep” factor, and much more. A worthwhile episode for business executives and marketers as well as the designers and coders who serve them.