Personalization is all about making a service or product fit the needs of a particular individual. This can be done for one person, or for a group of people who share certain characteristics. Organizations use personalization to improve customer satisfaction, digital sales conversion, marketing results, branding, and website metrics. Personalization can also be used for advertising. Personalization plays a key role in social media and recommender systems. By customizing content to users’ likes, interests and preferences, these platforms make sure that everyone has a unique experience. This is having a knock-on effect in all areas of life, from work to leisure to citizenship.