personalised

Personalised (British English) or personalized (American English) describes something that is tailored to an individual's characteristics, preferences, or needs. It can apply to products, services, communications, or experiences, and is achieved through collecting and analyzing data to create a customized result.

In consumer contexts, personalised items include gifts, clothing, nutrition plans, or software interfaces that adapt to user input or behavior. In marketing, personalised advertising uses data to present targeted messages. Digital services offer personalised recommendations and search results, often using cookies and user profiles. These practices raise privacy, consent, and data governance considerations.

In healthcare, personalised or precision medicine uses genetic, biomarker, or clinical information to tailor treatments and reduce adverse effects. In education, personalised learning adapts pace and content to a learner's progress and goals. In design, user experiences are personalised to improve engagement and usability.

Spelling varies by variant: British English tends to use personalised and personalisation, while American English uses personalized and personalization. The verb forms are personalise/personalize; the noun forms are personalisation/personalization. Ethical and practical concerns include data quality, bias, consent, and the risk of over-personalization.