Better Personalized Experiences Start with AI Personalization Tools

Deliver the right messages and the right experiences to the right audience.

Deliver Experiences Your Users Actually Care About

Build the right audience for your messaging and products.

Effective personalization begins with precise segmentation. Enable marketing teams to organize users into the right customer segments so your content and campaigns resonate.
  • Segmentation. Group users by profile data, site behavior, location, or interests to personalize experiences, target content, and analyze user behavior. 
  • Dynamic and static segments. Automatically create segments based on defined criteria, or manually curate user lists for specific campaigns.
  •  Compound segments. Combine existing segments into new audiences. For example, merge the segments “USA” and “Canada” to create a “North America” audience.

Understand your users to deliver more relevant experiences.

To truly personalize, you need a complete picture of your audience—whether known or anonymous.
  • Build individual profiles. Aggregate customer profiles, behavior, and interaction data into a unified customer data, enabling more effective personalization efforts.
  • Pull external data. Enrich profiles with valuable data from systems like Salesforce and use the information to create personalized content, power AI-driven personalization strategies, and predict future behaviors for more effective targeting.
  • Understand anonymous users. Capture behavioral data for anonymous users to build useful customer profiles and segments without identity information.

Fine-tune personalization with access control.

Ensure users see only what's relevant to them based on their role or permissions.
  • Role-based personalization. Adapt experiences to roles—administrator, marketer, or customer—so each user only sees what matters most.
  • Permission-based personalization. Shape secure, streamlined, and relevant experiences based on specific user rights.

Anticipate user needs throughout the customer journey to drive conversions.

When experiences reflect a customer’s history, preferences, and habits, you build a genuine sense of connection and value, meaning decision-making is easier and faster.
  • Personalize dynamic pages. Adjust copy, layouts, offers, and messages automatically based on customer behavior and interest. For example, highlight previously viewed items along with similar products to improve the conversion rate and shorten the buying journey.
  • Surface relevant content. Display curated collections of content for specific segments. A North American buyer browsing kitchen cabinets, for instance, could be shown articles and videos on trending styles in their region to guide their purchase.

Increase sales with relevant product suggestions.

Show users what they need even before they start searching. Create personalized shopping experiences with AI-powered product recommendations based on:
  • Related products. Analyze customer data and behaviors across channels to suggest similar or complementary items to the product a user is viewing.
  • Also-bought items. Highlight products frequently purchased together to increase cart size.
  • Similar buyers. Recommend products that customers with comparable profiles or behaviors have purchased, adding social proof and relevance.

How Personalization Works with Other Product Modules

Personalization + Commerce

Use personalization for product recommendations in ecommerce storefronts that support cross-sell and upsell opportunities. Show customers complementary products, items often bought together, or what similar customers are purchasing.

Personalization + CMS

Dynamically change layouts, content, and messaging based on user segments, so every visitor gets a highly-relevant experience and engagement goes up.

Personalization + Search

Help users find what they actually want—fast. Surface the most relevant results first. Prioritize search outcomes based on keyword match, popularity, recency, context, and past interactions.

Personalization + Analytics

Built-in analytics feed your personalization engine, enabling you to build data-driven customer segments and continuously refine content and page experiences.

Insurance

How Merkur Versicherung Delivers Personalized Experiences for Employees, Brokers, and Partners 

Insurer Merkur Versicherung is able to display content according to individual needs and roles, enabling employees, brokers, and cooperation partners to carry out their work correctly.

300,000 +

users

20,000 +

customer portal users/year

1,000

employees

What Is Personalization?

In an age of endless noise, grabbing and keeping a user's attention is a huge challenge. Personalization is the key to cutting through the distractions and making users feel understood, valued, and connected to your brand. 

At its core, personalization is the process of using data to tailor experiences to individual needs and preferences—and today's customers expect sophisticated personalization. According to a Forbes survey, 81% of customers prefer companies that offer personalized experiences, and 70% say it’s important that those experiences reflect their history with the company, such as past purchases, buying patterns, or support calls.

 

Understanding customers preferences is crucial for achieving high customer satisfaction and meeting business goals. Because when customers feel recognized and supported, they're more likely to become repeat, loyal customers—reducing customer acquistion costs and increasing revenue. 

 

But getting personalization right isn’t always easy. Common challenges include: 

 

  •  Data silos. Data is often fragmented across different systems, making it difficult to have a complete view of a customer. 
  • Privacy regulations. Strict regulations like GDPR and CCPA require careful management of user data. 
  • Disjointed tools. Delivering these personalized experiences can be difficult across multiple channels if your systems are disconnected. 

The key is to unify your systems and data on a single platform. With Liferay DXP, you can connect the dots and deliver personalized experiences that feel truly relevant to each user.

Liferay Recognized in the 2025 Gartner® Critical Capabilities for DXPs Report

Frequently-Asked Questions

Yes, personalization is an out-of-the-box feature in Liferay DXP. 
Yes, with Liferay DXP you can either build your own segments dynamically, which aggregates individuals automatically based on criteria specified, or statically, which aggregates individual users manually. Additionally, you can use external sources like Salesforce to build segments or custom segmentation rules.
Recommendations are powered by AI with advanced ML models. Liferay DXP generates product and content recommendations according to individual activity. Learn more about our AI capabilities here. 

Additional Resources

Product Info

Personalization Fact Sheet

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