The wave of personalization extends beyond pricing and advertising to encompass contractual terms, amplifying the unilateral imposition of terms on consumers. This chapter explores the phenomenon of personalized contracts, a novel aspect of algorithmic personalization in consumer transactions. The analysis evaluates the promises and perils of this practice, with particular attention to its exacerbation of the “signing-without-reading” problem inherent in standard-form contracts. The chapter further evaluates the adequacy of existing legal frameworks and assesses the necessity for additional regulatory measures.