Technology has never played a bigger part in our lives. It’s what connects us to one another. But as the recent presidential election made clear, it can also divide us. Fake news delivered by Facebook (and with the help of Vladimir Putin) helped put Donald Trump in the Oval Office. While we’ve all been trying to manage our personal gadget addictions, 2016 threw into focus brands’ responsibility to protect users (and their data) from reality-altering meddling, data theft, and the spreading of untruths. On the flip side, there’s more opportunity than ever to give users what they want: personalized experiences that add efficiency, convenience, and even fun to the everyday.