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Personalization Recommenders are instances of personalization software. Personalization concerns adapting to the individual needs, interests, and preferences of each user. Includes: Recommending Filtering Predicting (e.g. form or calendar appt. completion) From a business perspective, it is viewed as part of Customer Relationship Management (CRM). Feedback Prediction/Recommendation Traditional IR has a single user—probably working in single-shot modes Relevance feedback… WEB search engines have: Working continually User profiling Profile is a “model” of the user (and also Relevance feedback)