A Comprehensive Review of AI-Driven Personalization

Abstract

AI-driven personalisation has become a foundational component of modern intelligent systems, enabling adaptive, user-centric experiences across diverse application domains such as healthcare, finance, education, e-commerce, and intelligent user interfaces. Traditional personalisation approaches based on static rules and predefined user segments are increasingly inadequate for handling complex, dynamic, and large-scale user behaviour data. With the rapid advancement of artificial intelligence (AI), machine learning (ML), and deep learning (DL) techniques, personalisation systems have evolved into intelligent frameworks capable of learning user preferences, predicting future behaviour, and continuously adapting system responses in real time.