Isikupärastatumaks

Isikupärastatumaks is a coined Estonian term used in discussions of language, technology and marketing to describe a hypothetical non-finite verb form derived from the verb isikupärastama (to personalize). It is not part of standard Estonian grammar and is rarely found in ordinary speech. In practice, it is employed mainly in theoretical descriptions of how a process could or should be made more personal.

Morphologically, isikupärastatumaks is presented as the combination of the root isikupärastama with a hypothetical suffix -atumaks, which would indicate a future-oriented, purposive or potential non-finite form meaning “to become personalized” or “in order to become personalized.” Because this form is not conventional, analyses differ and examples vary. It is sometimes described as a device used to express a goal or anticipated outcome rather than a canonical grammatical form.

Usage is predominantly academic, industry writing and language technology discourse. It appears in statements about design goals or product features that should be tailored to individual users. For example: “Ettevõte soovib teha teenuse isikupärastatumaks kliendi profiili põhjal,” meaning “The company aims to make the service more personalized based on the customer profile.” In practice, the form is treated as a shorthand or theoretical construct to discuss future personalization rather than a standard Estonian inflection.

See also: personalization, Estonian morphology, non-finite verb forms.