---
schema_version: "1"
id: 21770247c6eb6c18eb3680915c24d96c7de0b7a94805133cf03ae5d550eb1863
title: AI-Powered Personalization
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mc_pers_machine_learning.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mc_pers_machine_learning.htm&release=264.0.0&type=5
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content_type: documentation
content_hash: 8f9d1ab82ad9f038a28c1a5b3bc1e995f7bc91630051b0073dbe6643e2dc9de9
description: Marketing Cloud Personalization uses advanced machine learning algorithms to capture a deep understanding of your business and your users. Einstein Recipes and Einstein Decisions use those algorithms to present personalized recommendations and offer the most relevant experiences to your users in real time.
products:
  - Marketing
  - Salesforce Personalization
release: "264"
---
# AI-Powered Personalization

Marketing Cloud Personalization uses advanced machine learning algorithms to capture a deep understanding of your business and your users. Einstein Recipes and Einstein Decisions use those algorithms to present personalized recommendations and offer the most relevant experiences to your users in real time.

- **[Einstein Recipes](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_einstein_recipe.htm&release=264.0.0&type=5)**  
    Einstein Recipes are Personalization's machine learning algorithms. With Einstein Recipes, you can create configurable algorithmic strategies to present each customer with customized product and content recommendations throughout your various channels. You can use Einstein Recipes to support specific scenarios, such as cross-sells, content promotions, and trending products.
- **[Einstein Decisions](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_einstein_decision.htm&release=264.0.0&type=5)**  
    When a user views a promotion on your website, Marketing Cloud Personalization captures the user's context—including whether they’re a returning visitor, the device they’re using, and other information that provides insight into that user. Einstein Decisions, Personalization’s machine learning approach for next-best-offer decisioning, uses that context to predict the value of showing a specific offer to a particular user.

#### See Also

- [_Video_: Marketing Cloud Personalization Powered by Einstein](https://www.youtube.com/watch?v=ZNEt2HjsckQ)