The document discusses personal knowledge graphs (PKGs), which are structured knowledge bases containing information about entities that are personally relevant to a user. PKGs differ from general knowledge graphs in that they focus on a user's specific interests and activities. The document outlines several challenges in developing PKGs, including how to represent entities and relationships, how to populate and link information from external sources to the PKG, and how to maintain the PKG over time as new information becomes available. It argues that giving users control over their own PKG data could enable more personalized conversational assistants and applications.