The paper examines the personalization of information technology from the p.c. onwards to the 3-D printing and mobile technologies in order to show that the current process of technological evolution puts the human personality in the centre of its functionality. This new centre opens the discussion about authenticity and in-authenticity of human Dasein, since the common element of these new technologies is that they employ faciality and personalization in a new condition of ready-to-hand and present-at-hand mode. By applying the Heideggerian (...) modes of being on the process of personalization new forms of digital ethics appear. I suggest that the above take place in the navigation memory of the net, in the creativity of the self through the 3-D printer, and in the localization of the “psyche” in the hard drive disk. The paper defends the possibilities of an ethical, authentic and sheltering personalization, where human beings and information technology responsibly engage. (shrink)