Bozkurt, S.Uğursoy, A.S.Meral, S.P.2026-01-302026-01-30202497983693431979798369343180https://doi.org/10.4018/979-8-3693-4318-0.ch007https://acikerisim2.beykoz.edu.tr/handle/123456789/275Personalization entails adapting messages, designs, products, or services to individual needs and preferences, a process executed using data such as personal preferences, past behaviors, demographic characteristics, or online activities. This approach aims to enhance brand loyalty, consumer satisfaction, and profitability by providing more engaging experiences. Widely used in fields like e-commerce, digital marketing, media, and entertainment, personalization extensively leverages new technologies. The study, focusing on personalized products and messages tailored to consumer preferences and needs, underscores the critical role of technology in personalization, emphasizing that digital tools like data analytics and artificial intelligence enable better understanding of consumers and facilitate interaction with them. Advanced digital capabilities enable brands to offer unique experiences, thereby increasing loyalty and satisfaction, and improving marketing performance. As the importance of personalization grows, brands are expected to become more innovative. © 2025 by IGI Global Scientific Publishing. All rights reserved.eninfo:eu-repo/semantics/closedAccessBook Part10.4018/979-8-3693-4318-0.ch0072-s2.0-105008847058