This chapter surveys personalization and customization technologies. It starts with an analysis of user profiling and explains how user profiles can be used to generate personalized products and services. It explains some standard personalization techniques such as rule‐based filtering, collaborative filtering, and content‐based filtering. Web usage mining is also explained and it is shown how data mining can be used to learn customer behavior and to provide personalized content. Several applications such as adaptive Web sites, recommender systems, adaptive Web stores, and intelligent agents are discussed. The chapter concludes by summarizing current trends.