The simple answer to that question is – no we don’t. For pure profit motives this term which means a perfectly laudable aim and intention in progressive education has been latched on to, corrupted and made to mean something else when used by the EdTech companies when they come peddling their latest snake oils, charms and amulets.
This article sets out well the confusion that has been caused by the mangling distortions of the word. Plainly, to me, the definition used by progressive teachers that emphasises creativity and freedom of learning paths is the most appropriate use of the word.
One interesting aspect of the article is the reference to current educational testing goals being incompatible with personalisation. I’m really not sure this is necessarily the case. I see personalisation as being very closely entwined with differentiation (not mentioned in the article). As one of the comments below the article points out, school systems will and probably should all have common end goals for every pupil. For example, every student should acquire the skills to carry out algebraic equations to a certain level of competency. However, differentiation and personalisation offer the idea that whilst the eventual end goals may be the same for different pupils, modern educational methods (including those that harness the benefits of IT) enable different students to take different paths to the same destination.
Even differentiation gets subjected to a lot of abusive corruption where it often appears to be a simplistic process of setting students in to different ability groups and then adopting different paths with each group that almost always pre-suppose different levels of eventual outcome (high, medium and low end goal expectations). Instead, I see differentiation and persoanalisation as harnessing all the tools available to educators (include ICT) to enable different students to take different paths, different sequences of units and activities, different pacing and methods, but with THE SAME level of end expectations and goals.
In this way, personalisation isn’t incompatible with common end tests and exams.