The public sector more and more deploys personalized e-government services. Personalization offers great opportunities to make communication more effective and efficient, to infer and predict citizens' behavior and to even influence behavior. However, some drawbacks must be considered. Important organizational barriers hinder the implementation of personalized e-government services and important user obstacles, such as access, trust, control, and privacy, have to be overcome to make fruitful use of those personalized e-government services.
Pieterson, W. J., Ebbers, W. E., & van Dijk, J. A. G. M. (2007). Personalization in the Public Sector. An inventory of organizational and user obstacles towards personalization of electronic services in the public sector. Government information quarterly, 24(1), 148-164. https://doi.org/10.1016/j.giq.2005.12.001