Personalization of search engines

There is a lot of buzz in the market about personalization of search engines. How much personalization can we achieve in future search engines? What will a user want to personalize? Is the user interested in explicit or implicit personalization? Is it just regarding the rank changes for each individual based on the their behavior or is it more than that? Or is it the sentiment analysis of what the user is thinking while performing a search? Brain of human being is so complicated and the way it changes its intent based on the multi tasking it performs will it be possible for search engines to read the mysteries of brain? May be research in search engines can resolve some of the mysteries of our brain.

It will be interesting to see what we can achieve in next 2-3 years in search engine personalization field.

My views are we won't be able to completley understand or predict the best results always but we can reach very close with the help of users who are looking to reduce there search time and find information faster. How much privacy will users have to give up, thats an interesting question in itself, but we already use gmail, credit bureau's and banks have all our information so what are we afraid of. Don't worry search engines are not going to disclose your personal secrets to open world on an individual basis but may be on learning as a whole which is already done by lot of market research companies and Business inteligence units around the world. So don't be afraid, to save time and to get to relevant information faster that is the next step and we need to help the search engines improve. The ball is in our court now.