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Personalisation (British: personalisation; American: personalization) refers to the process of tailoring products, services, content, or experiences to individual users or groups based on data about their preferences, behaviour, context, or demographics. It encompasses a range of techniques from simple rule-based adjustments to advanced machine-learning-driven recommendations.
Applications span digital services (news feeds, streaming, e-commerce), marketing (targeted advertising, email segmentation), user interfaces (adaptive
Benefits attributed to personalisation include increased relevance, higher engagement and conversion rates, improved user satisfaction, and
Challenges and criticisms involve privacy risks, data security, potential reinforcement of bias, loss of serendipity, and
Ongoing research focuses on privacy-preserving techniques (differential privacy, federated learning), fairness-aware models, and approaches that balance