Personalization in mobile apps refers to the process of customizing the user experience to individual users based on their preferences, interests, and behaviors. This can include recommending content or features based on the user's past interactions with the app, tailoring the app's interface and functionality to the user's individual needs, and providing personalized notifications or alerts. The goal of personalization in mobile apps is to provide users with a more relevant, engaging, and personalized experience that is tailored to their individual needs and preferences.