Amazon.com is one of the oldest players in the digital personalization space and they are still one of my favorites. I visit Amazon from time to time, just to see what recommendations the site has for me.
In the last 10 years, personalization tools and techniques have spread to many sites in the B2C ecommerce world. Sites with advanced personalization now guide us in other areas such as what movies to watch, what songs to listen to, and what apps to download. But there is an interesting dead end in most personalization engines today.
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