The use of computer systems to enable customizing and tailoring offerings based on specific user characteristics. Personalization is used to tailor or customize products, services, content, and other digital assets to specific user needs, for applications such as advertising, sales conversion, content generation, marketing, branding, selections of products, social media posts and feed views, and is used as a key element in recommender systems. The ads you see on search engines and websites, the content you see in social media feeds, the products you are offered on shopping sites, the news shown on news feeds, and other content are examples of personalization delivering custom information based on your profile and other factors. When people refer to the Google search algorithm or the Twitter or Facebook feed algorithms or YouTube algorithm, they are usually referring to the personalization and/or recommendation algorithms being used.
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