When working with Product Information Management (PIM) you can divide the different kinds of information to be managed into some levels and groups as elaborated in the post 5 Product Data Levels to Consider.

The 10 groups of product information in this 5-level scheme are all relevant for customization and personalization of product information in the following way:

1. A (prospective) customer may have some preferred brands which are recognized either by collection of preferences or identified through previous behaviour.
2. The shopping context may dictate that some product codes like GTIN/UPC/EAN and industry specific product codes are relevant as part of the product presentation or if these codes will only be noise.
3. The shopping context may guide the use of variant product descriptions as touched in the post What’s in a Product Name?
4. The shopping context may guide the use of various product image styles.
5. The shopping context may guide the range of product features (attributes) to be presented typically either on a primary product presentation screen and on a detailed specification screen.
6. The shopping context and occasion may decide the additional product description assets (as certificates, line drawings, installation guides and more) to be presented.
7. The shopping occasion may decide the product story to be told.
8. The shopping occasion may decide the supplementary products as accessories and spare parts to be presented along with the product in focus.
9. The shopping occasion may decide the complementary products as x-sell and up-sell candidates to be presented along with the product in focus.
10. The shopping occasion may decide the advanced digital assets as brochures and videos to be presented.   

Personalization of product information is a component of a Product eXperience Management (PxM) solution. You can learn more about this discipline in the post What is PxM?