What does Personalization mean?

Personalization is the tailoring of content, offers or communication to a specific user based on available information about their behavior, preferences or previous interactions. In e-commerce, it can mean product recommendations based on browsing history, individual offers, personalized emails or different content for different customer groups. The goal is to show the user more relevant information and make decisions easier. Personalization can use customer data, segmentation, analytics and artificial intelligence. When using it, it is important to respect data protection rules and work only with data for which the company has an appropriate legal basis.