The chapter explores the significance of data awareness, AI's influence on data utilization, and the prevalence of AI-driven personalization in businesses, with examples ranging from user behavior prediction to personalized user journeys. Various topics include training recommendation engines, the function of metadata in personalization, challenges in shared device recommendations, differentiating content personalization from system structure personalization, and the importance of balancing personalization with usability, illustrated by a personalization zoning model for desktop webpages and mobile apps, emphasizing a systematic approach for enhancing user experiences.