The term „personalisation engines“ mainly belongs in the fields of e-commerce and digital commerce, artificial intelligence, and Big Data and Smart Data. Personalisation engines are digital tools that ensure online offers are better tailored to the wishes and preferences of individual users.
Such systems analyse customer behaviour – for example, which products they clicked on, added to their basket, or purchased. Based on this data, personalisation engines recognise patterns and can therefore display targeted, suitable recommendations to each customer. The technology is often based on artificial intelligence, which evaluates large amounts of data at lightning speed and learns from it.
A common example: you visit an online clothing shop. Suggestions are already made on the homepage based on your previous purchases or viewed items. This allows you to find products you like more quickly, and the retailer can increase sales. Personalisation engines therefore ensure that the digital shopping experience feels more personal and relevant to each customer.
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