The technology that uses algorithms to recommend personalized content is often referred to as machine learning within recommender systems. These algorithms analyze user behavior, preferences, and interactions with content to generate suggestions tailored to individual tastes. Applications like Netflix, Spotify, and Amazon employ these systems to enhance user engagement, driving both retention and conversion rates. By leveraging vast amounts of data, these algorithms constantly refine their recommendations, creating a more personalized experience that can adapt over time as user preferences evolve.