I've got to object: in one sense the antonym is abstraction
personification has three distinct meanings; this illustrates that there can be more than one antonym:
- The attribution of a personal nature or human characteristics to something nonhuman, or the representation of an abstract quality in human form
- A figure intended to represent an abstract quality ('the design on the franc shows Marianne, the personification of the French republic')
- A person, animal, or object regarded as representing or embodying a quality, concept, or thing (
he was the very personification of British pluck and diplomacy)
As an example of personification (meaning 2): "The White House intends to veto any legislation on X... Press Secretary Carney discussed this with journalists."
I would say the opposite of personification (meaning 2) is abstraction. Houses are not capable of vetoing things, but to say that is neither dehumanizing, nor chremamorphism nor objectification.
Whereas Chremamorphism is the 'opposite' as in the reverse direction of 3., i.e. giving characteristics of an object to a person.