The Personalization of Digital Services: How is it Being Driven by European Union Member States?

Personalization is the process by which digital services are adapted to the characteristics, needs, or interests of each individual. Although personalization is a common concept, the level of personalization in public administration is still very low. The European Union has been promoting the personalization of digital services for many years but just a few countries are delivering personalized digital services. The article examines eGovernment strategies to assess how EU countries are promoting the personalization of digital public services. The article concludes that most EU countries do not include personalization as an objective in their eGovernment strategies.