This document summarizes a presentation given at the 2017 Sitecore User Group Conference Europe. The presentation discusses Sitecore, an ASP.NET content management platform, and the future of web development through personalization. Sitecore allows marketers to control all aspects of a website, including personalization. Personalization improves customer engagement and conversions. Examples of how companies like Google and Facebook use personalization are provided. The presentation demonstrates how Sitecore facilitates personalization through tools like rules engines and profiling. Emerging technologies like facial recognition, bots, and virtual reality are also discussed.