The article describes practical suggestions for measurement researchers and psychometricians to respond to calls for social responsibility in assessment. The underlying assumption is that personalizing large-scale assessment improves the chances that assessment and the use of test scores will contribute to equity in education. This article describes a spectrum of standardization and personalization in large-scale assessment. Informed by a review of existing theories, models, and frameworks in the context of current and developing technologies and with a social justice lens, we propose steps to take, as part of assessment research and development, to contribute to the science of personalizing large-scale assessment in technically defensible ways.