Positive Personalisation for a Competitive Europe

When done right, personalisation makes online services better for users.

Featured Case Studies

Digital personalisation leads to a better, faster and safer experience, delivering benefits for both citizens and the European economy.

These fictional anonymous case studies illustrate several personalisation scenarios.

Personalised Navigation Transforms Urban Mobility

Improving how citizens navigate with tailored route-mapping, traffic alerts and accessibility features.

Transforming European Labour Markets Through Personalised Job Matching

Professional networking platforms improve job matching by using personalisation to connect millions of European job seekers.

Inclusive Personalisation Creates Meaningful Representation

User-to-user content platforms use organic personalisation to deliver culturally relevant experiences that make users feel "seen" and represented.

Personalisation means websites and apps remember what you like and show you things that match your interests.

When a music app suggests songs you might enjoy, or an online shop remembers your size, that's personalisation at work. It uses information about your choices to make your online experience more relevant and helpful, saving you time searching through options that aren’t useful or suitable for you.

Featured Research

Research from around the web about digital personalisation.

Understanding Users’ Views on AI Personalization

This research synthesizes findings from 16 studies (2024–2025) on user expectations and experiences with AI personalization, finding that personalized AI assistants help users achieve their goals (e.g., by making recommendations more relevant, speeding up tasks, and making interactions more engaging).

Survey on the personalisation of European consumers’ online experience in preparation for the Digital Fairness Act

This survey found that over 70% of Europeans find personalized services valuable, especially for saving time and improving experience, with 85% of consumers understand and accept data tracking for personalization.

Personalization Done Right

Based on a global survey of 5,000 consumers, this article finds that over 80% of people want and expect personalized experiences. The research highlights that well-designed personalization empowers users to get what they want faster, more easily, and with less friction, improving satisfaction and engagement.

The Impact of Artificial Intelligence on Personalized Learning in Higher Education: A Systematic Review

Analysis of 45 studies finds that AI-driven personalized learning environments significantly improve student engagement, learning efficiency, and test scores (20–30% improvement vs. traditional methods). Also discusses user experience benefits such as adaptive feedback and real-time support.

16th ACM Conference on Recommender Systems

This study found that nudging users toward more exploratory recommendations (rather than just similar content) increased perceived helpfulness and satisfaction with the recommendation system, showing that personalization can enhance discovery and user experience.

The Impact of Artificial Intelligence (AI) on Students’ Academic Development

Research with university students found that AI-powered personalized learning tools improved academic outcomes, engagement, and efficiency. Students reported that personalized feedback and adaptive content made learning more effective and enjoyable.

Augmenting Netflix Search with In-Session Adapted Recommendations

Describes how real-time personalization improves user satisfaction by adapting to both long-term and short-term preferences, making content discovery more relevant and enjoyable.

Rethinking Personalized Ranking at Pinterest: An End-to-End Approach

Explains how advanced personalization models increase user engagement and satisfaction by providing more relevant recommendations.

Personalisation for a better experience

Without Personalisation

Scrolling through hundreds of irrelevant products
Reading news stories that don't interest you
Receiving generic email offers
Searching repeatedly for the same information
Seeing content in the wrong language
Getting suggestions for events in far-away places you can’t get to
Watching adverts for things you'd never buy
Missing deals on products you actually want
Wasting time filtering through unsuitable options
Getting recommendations that miss the mark
Starting from scratch on every visit

With Personalisation

Seeing products that match your style and needs
Getting offers relevant to your interests
News stories tailored to what you care about
Emails about products you might actually need
Quick access to your frequently used features
Content in your preferred language
Suggested events tailored to your location and interests
Alerts for items you've been looking for
Recommendations based on what you've enjoyed before
Faster checkout with saved preferences
A familiar experience every time you visit

Positive personalisation puts you in control of your own experience.

When websites personalise your experience, they use information about you. Positive personalisation means companies are responsible and transparent about what data they collect and why. They give you control over your preferences and protect your privacy. Good personalisation respects your choices, keeps your information secure, and always puts your interests first. You should be able to see what data is being used and change your settings whenever you want.

An example of how personalisation works for you

See what everyone's listening to worldwide

Get recommendations based on your preferences

See what everyone's listening to worldwide

Enjoy a completely personalized music journey

See what everyone's listening to worldwide

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Personalised

Positive Personalisation for a Competitive Europe

Featured Case Studies

Digital personalisation leads to a better, faster and safer experience, delivering benefits for both citizens and the European economy.These fictional anonymous case studies illustrate several personalisation scenarios.

Personalisation means websites and apps remember what you like and show you things that match your interests.

Featured Research

Research from around the web about digital personalisation.

Positive Personalisation makes digital services more helpful, accessible, and valuable for Europeans. From curating content you'll love to enhancing safety and accessibility, these intelligent systems learn what works best for you while respecting your privacy and giving you control.

Personalisation for a better experience

Without Personalisation

With Personalisation

Positive personalisation puts you in control of your own experience.

An example of how personalisation works for you

See what everyone's listening to worldwide

Get recommendations based on your preferences

See what everyone's listening to worldwide

Enjoy a completely personalized music journey

See what everyone's listening to worldwide

Digital personalisation leads to a better, faster and safer experience, delivering benefits for both citizens and the European economy.

These fictional anonymous case studies illustrate several personalisation scenarios.