People search the internet for information to help them decide on things from ‘who am I’ to ‘where should I eat dinner’. As info is the basis for decision making, better and more focused info is the basis for quicker and easier decision making. Personalizing content and search results is a powerful way to provide such focused quality info. Instead of ‘2845 results for Italian Restaurants in NYC’, a more effective approach would be ‘Check out these 3 restaurants’ where each one is just right for you in terms of location, time of day, personal preferences, and other parameters. But how can a machine ‘decide’ which results to serve for each user personally? The answer lies in understanding what is a decision and how we make decisions.