This article reports on personalization in highly dynamic information systems (HDS). The Internet has revolutionized the many ways which businesses can now tailor their services to customers. Online retailers have begun recommending products to known customers according to their previous purchases or interests. Online retailers are also able to provide customers with individualized services, without having to use personal information. An example of an individualized service would be a Web site that keeps track of a customer's current purchase total while they are shopping.