Context above profile
Language, market, active filters and current session can already give useful signals without a comprehensive individual profile.
Glossary
Search Personalization
Search Personalization adapts ranking or discovery to relevant context, for example market, device, session behavior or customer segment.
Query intent continues to lead
A clear search demand and strong product match should outweigh weak assumptions from previous behaviour.
Data minimization
Only use data that is necessary for the chosen purpose and tailor implementation to privacy and governance agreements.
Measure incremental value
Compare with an appropriate baseline or control group to determine whether personalization really delivers better results.