We are overloaded with content, and users expect websites to surface what matters—fast. Personalization solves this by tailoring pages to each visitor’s context such as location, device, login state, behavior, search history, previous purchases, or time of day. This session will show how to deliver precise, valuable experiences in Drupal using contributed modules and configuration—no custom code. We will go through some use cases, build segmentation taxonomies, create display conditions and manage fallback variants. We will also learn to balance relevance with privacy and keep performance strong while scaling to thousands of variants.