Personalization refers to the process of tailoring products, services, or experiences to meet the individual preferences and needs of a user. This can involve using data and insights about a person's behavior, interests, and demographics to create a more relevant and engaging experience. For example, online retailers like Amazon use personalization to recommend products based on previous purchases and browsing history. In digital marketing, personalization can enhance customer engagement by delivering targeted content and advertisements. Social media platforms, such as Facebook and Instagram, utilize algorithms to show users content that aligns with their interests, making the experience more enjoyable and relevant. This approach can lead to increased customer satisfaction and loyalty.