Personalization refers to the process of tailoring or customizing something, such as a product, service, or experience, to meet an individual's specific needs and preferences. This can involve using data and insights about a person’s behavior, interests, and characteristics to create personalized content, offers, or recommendations that are more relevant and engaging for them. Personalization is often used in marketing and advertising to improve the effectiveness of campaigns by targeting specific audiences with customized messages and experiences. It can also be applied in other areas such as healthcare, education, and entertainment to provide a more individualized approach that addresses the unique needs and interests of each person.