Personalization refers to the practice of tailoring a user's experience with a product or service to their individual preferences and needs. This can include things like customizing the content or recommendations a user sees, or providing a unique interface that is tailored to the user's interests.
Using personalization allows a product or service to begin to notice patterns in a user's behavior and preferences, which can then be used to provide a more personalized experience. For example, if a user frequently searches for a certain type of product on an e-commerce website, the website can use this information to recommend similar products or show the user related content. In this way, personalization can help a product or service to better understand and anticipate the needs and interests of its users.