Personalising
Personalising, or personalizing in American English, is the process of tailoring products, services, or content to the individual preferences, behaviors, or context of a user. It relies on data about the user and automated decision-making to present a more relevant experience. Personalisation is often contrasted with customization, where users manually select settings; personalisation aims to adjust automatically.
Applications include digital marketing, e-commerce, media streaming, and website or app design, as well as education
Techniques used include data collection with consent, user profiling, behavioral analytics, and machine-learning algorithms such as
Benefits may include increased relevance, engagement, and conversion, improved user satisfaction, and more efficient information retrieval.
Ethical and regulatory considerations cover consent, data minimisation, purpose limitation, security, and the need to provide
Future trends include privacy-preserving approaches such as on-device or federated learning, and increased emphasis on accessibility