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A marketer uses Salesforce Web Personalization Manager on a laptop [A marketer uses Salesforce Web Personalization Manager on a laptop]
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Real-time Personalization Engine

Adapt Personalization at Scale

Use all of your data to treat every profile like an individual. AI-driven personalization that adapts content autonomously, evolves with every customer, scales across channels, and turns every experience into a conversion opportunity.

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Leading brands turn data into personalized moments with Salesforce Personalization.

Customer Success

Fisher & Paykel personalizes customer experiences at scale.

Fisher and Paykel increased order conversion by 33% and saw a 40% jump in product views across categories. The secret? Salesforce Personalization.

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What is adaptive personalization at scale?

Most personalization stops at the segment level, where everyone who "looks like" a customer gets the same message. Adaptive personalization goes further. It learns from every click, infers each visitor's intent in the moment, and adjusts what they see next across web, email, mobile, and agent interactions without human intervention. And that last part, at scale, means Agentforce does this for every profile, every time, automatically.

How can Salesforce Personalization help your business scale 1:1 Personalization?

Animated GIF of adaptive web experience [Animated GIF of adaptive web experience]

Make every experience adaptive

Turn listless web browsing into active engagementwith content that dynamically evolves for each visitor.

Personalized Content Recommendations on web [Personalized Content Recommendations on web]

Lift engagement with real-time context

Learn from every click and let that insight shape the next piece of content or offer a visitor is served.

Personalized Content Recommendations from web intent powering email content [Personalized Content Recommendations from web intent powering email content]

Carry conversations across channels

Make every touchpoint feel connected so recommendations flow from one moment to the next.

Turn every web visit into a custom experience

Personalized experiences are created using context from all customer interactions. Now each visit feels less like browsing a website, and more like picking up a conversation where you left off. Make every moment count with real-time personalized experiences aligned to your customer and business goals.

Adapt the web experience for every visitor

Deliver a personalized website experience that dynamically tailors layout, content, and recommendations in real time with Adaptive Websites. Customers stop browsing and start finding.

Turn intent data into recommendations

With Agentforce Actions, each conversation is analyzed in real time. It translates intent signals into structured data that feeds the decisioning engine, and creates recommendations built on what the customer just told you. Empower agents and teams to act instantly on customer preferences and intent personalizing every moment without the manual work.

Image of personalization relevant agentforce actions - specifically the get context action [Image of personalization relevant agentforce actions - specifically the get context action]

Let AI scale 1:1 content

Just define the goal, and deep learning does the rest, analyzing user behavior to deliver in real time across content, offers, products, and CTAs.

Illustration of data flow and architecture that supports real-time decisioning [Illustration of data flow and architecture that supports real-time decisioning]
Image of personalization relevant agentforce actions - specifically the get context action [Image of personalization relevant agentforce actions - specifically the get context action]
Illustration of data flow and architecture that supports real-time decisioning [Illustration of data flow and architecture that supports real-time decisioning]

Make each interaction feel more relevant than the last

Every customer interaction leaves a signal, and Salesforce Personalization uses it to continuously sharpen what they see next. Recommendations and offers get more relevant with every visit, and marketers have the tools to experiment with precision.

Make smarter recommendations

Salesforce Personalization doesn't guess, it learns. With embedded AI intelligence, it surfaces the right recommendation wherever your customer is, across any channel or business unit, so the right signal reaches the right person every time.

Image showcasing personalized carousel recommendations [Image showcasing personalized carousel recommendations]

Predict the right offers

Real-time decisioning finds the exact hook that works, analyzing browsing behavior, past engagement, and live intent to predict which offer will motivate each individual, in that specific moment.

Image illustrating predictive offers across channels [Image illustrating predictive offers across channels]

Experiment with precision

Knowing what won is only half the story. Experimentation tells you what to do next, with A/B and multivariate tests across web experiences and journeys, automatic cohort assignment, real-time measurement, and winner surfacing for a continuous improvement loop.

Image illustration of how flow can be used to incorporate personalization experimentation paths. [Image illustration of how flow can be used to incorporate personalization experimentation paths.]
Image showcasing personalized carousel recommendations [Image showcasing personalized carousel recommendations]
Image illustrating predictive offers across channels [Image illustrating predictive offers across channels]
Image illustration of how flow can be used to incorporate personalization experimentation paths. [Image illustration of how flow can be used to incorporate personalization experimentation paths.]

Let conversations flow across every channel

Whether a customer browses your website, opens an email, or chats with an agent, Salesforce Personalization keeps context flowing across every touch point for every team.

Build experiences that evolve, everywhere

No two customers should see the same experience. Your website and mobile app update dynamically for each one, with a Unified SDK that evolves content as it learns across web, iOS, and Android.

Image illustration of how different experiences can be provided based on individual engagement. [Image illustration of how different experiences can be provided based on individual engagement.]

End the message blasts

Turn every send into a 1:1 moment. Content and offers adapt automatically from real-time connected data, so every message feels less like a broadcast and more like a conversation.

Image illustration of how the real-time decisioning engine can power email personalization [Image illustration of how the real-time decisioning engine can power email personalization]

Personalize across departments

Most personalization stops at the marketing channel. Salesforce Personalization extends real-time decisioning across every team and touchpoint, so sales, service, commerce, and loyalty are all informed by the same data for a brand experience that operates as one business.

Image illustration of the Salesforce platform and showing how that data powers different departmental actions. [Image illustration of the Salesforce platform and showing how that data powers different departmental actions.]
Image illustration of how different experiences can be provided based on individual engagement. [Image illustration of how different experiences can be provided based on individual engagement.]
Image illustration of how the real-time decisioning engine can power email personalization [Image illustration of how the real-time decisioning engine can power email personalization]
Image illustration of the Salesforce platform and showing how that data powers different departmental actions. [Image illustration of the Salesforce platform and showing how that data powers different departmental actions.]

Dive deeper into related Salesforce solutions that can support your business.

Marketing Cloud Next

A complete agentic marketing solution designed to help you personalize the right moments and have two-way conversations across the entire customer relationship.

Learn more

Customer Data Platform (CDP)

Power better marketing and advertising with Data 360 the #1 CDP that unifies every customer signal, connects humans and AI agents, and eliminates messy data pipelines.

Learn more

Marketing Intelligence

Optimize ad performance and spend across every channel and campaign with intelligent marketing analytics.

Learn more
See Adaptive Websites in Action image [See Adaptive Websites in Action image]
See Adaptive Websites in Action

Let agents act as your brand ambassadors, turning every interaction into an experience that evolves around what matters most to your customers.

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Discover what's new in Marketing.

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Personalization FAQs

What is adaptive personalization how is it different from segmentation?

Most "personalization" is actually segmentation: slightly different messages for groups of customers. Adaptive personalization goes further it learns from every individual click, infers each visitor's intent in the moment, and adjusts what they see next in real time across web, email, mobile, and agent interactions. Every customer gets an experience tailored to them specifically, not to a group they belong to.

What is Salesforce Personalization?

Salesforce Personalization is Salesforce's new personalization solution that seamlessly integrates into Data 360 It utilizes Salesforce Data 360 customer profiles to deliver real-time, one-to-one experiences across all customer touchpoints, driving tangible business outcomes.

How does Salesforce Personalization work with Agentforce?

Through the "Get User Intent" action, Agentforce analyzes a customer's conversation in real time to understand what they're looking for. It translates those intent signals into structured data that feeds directly into the Personalization decisioning engine so product recommendations reflect exactly what the customer just told you.

Does Salesforce Personalization work across web and mobile app?

Yes, a Unified SDK adapts content and recommendations across both web and native iOS/Android apps as it learns your customers' behavior. Mobile App Personalization (GA July 2026) makes it easy for business users to activate personalization on native mobile apps with minimal developer involvement.

Does Salesforce Personalization work across email, not just web?

Salesforce Personalization does work across email too. Email personalization uses real-time data from connected customer records to automatically adapt content and offers with each send, so every message reflects who the customer is right now. For web and app, the SDK delivers dynamically updated content as customers engage.

What SKU do I need for Salesforce Personalization ?

For web and mobile personalization, the SP Base SKU (Salesforce Personalization ) is the right path. For existing customers on Marketing Cloud Personalization SKUs, you can keep your existing instance and get access to any new features on Salesforce {product.personalization}} through our MCP+ SKUs. The right option depends on your use case, product ownership and Data 360 licensing. Salesforce Personalization does work across email too. Email personalization uses real-time data from connected customer records to automatically adapt content and offers with each send, so every message reflects who the customer is right now. For web and app, the SDK delivers dynamically updated content as customers engage.

What is marketing Personalization?

Marketing Personalization is the practice of using data to deliver relevant and tailored brand messages to specific audiences. It takes into account a person's interests, demographics, and buying behavior to create a more personalized experience. Learn more in our marketing Personalization guide.

What's the difference between Salesforce Personalization and Marketing Cloud Personalization?

Marketing Cloud Personalization (formerly Interaction Studio) is a standalone, real-time interaction management platform that delivers personalized experiences across web, email, and mobile using rules-based campaigns and A/B testing. Salesforce Personalization is the next-generation solution built natively on Data 360 and powered by AI that delivers adaptive, 1:1 experiences at scale across all channels, including Agentforce. The key distinction is architecture: Marketing Cloud Personalization works independently of other Salesforce products, while Salesforce Personalization is deeply integrated with the broader Salesforce platform. Both products are actively supported, and existing Marketing Cloud Personalization customers can access Salesforce Personalization at no additional cost through the MCP+ SKU. If you're starting fresh, Salesforce Personalization is the recommended path forward.

What is a Personalization engine?

A Personalization engine is a kind of technology solution that ingests customer engagement and profile data, then using machine learning and AI determines relevant messages, segmentation, and content for each customer, based on their preferences and affinities. These insights can then be ingested into various marketing touchpoints to power the customer experience.

Increase the ROI of every site visit with 1-to-1 personalization.

What is Personalization in Marketing Cloud?

Many Marketing Cloud products offer the ability to personalize customer engagements, however, Personalization in Marketing Cloud refers specifically to the product that allows you to unify customer engagements across your website, app, email and other touchpoints, to generate preferences and affinities that power real-time one-to-one offers, messages, and experiences.

Is Marketing Cloud Personalization the same as Everage and Salesforce Interaction Studio?

Yes, Marketing Cloud Personalization, Evergage, and Interaction Studio are one and the same. From increased innovations, feature improvements, and the evolution of the product, the name evolved twice from Evergage, to Interaction Studio, and then from Interaction Studio to Marketing Cloud Personalization.

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