翻譯社提供以下資訊
譯作欣賞~【商業文刊】【英文翻譯中文】【初稿】
Personalization? No Thanks. 需要個性化服務嗎? 不，謝謝
Lots of companies are buying 很多公司都在購買隨網路消費者而變的個性化軟體服務
sophisticated software to make
personalized pitches to Web
site customers. Problem is,問題是:消費者似乎並不以為然。
customers don’t seem to care.
by Paul E Nunes and Ajit Kambil 作者：*** 和***
E-commerce companies face a constant 電子商務公司一直都在面臨著同一個問題：
question: how much should they personalize他們應該對網路服務進行多少個人化調整？
their sites? We conducted我們對300多名線上用戶進行調查研究，發現有些人對此
a study of more than 300 on-line consumers毫無意識。
and found out what some of
them might not have realized themselves.
Rather than have some state-of the- 而有些人則對這種個性化的產品和服務
art technology figure out their interests 表示讚賞和歡迎。
and surprise and delight them
with products and services they would
undoubtedly love, most consumers 大多數的消費者更傾向于使用用戶化的網路交易平臺
would prefer to just customize Web site
interactions for themselves.
To explain, it helps first to distinguish 需要說明的是：用戶化和個性化的服務區別在於：
between customization and personalization.用戶化服務讓網站訪問者詳細_列Customization lets a site visitor 所需要的東西，典型的例子如MyYahtx，
specify his or her own preferences. A
good example is the MyYahtx) feature at
Yahoti.com. Users can instruct the site to 用戶可以指示網站自動顯示當地未來幾天的automatically display the weather forecast 天氣情況，
for their town, track their favorite 查看他們心儀的股票走向，或者把當地的體育
stocks, or give prominence on the home 新聞設置在首頁。
page to local sports news.
By contrast, personalization doesn’t 相反，個性化服務不受控于直接客戶的指示，
rely on explicit user instructions. It 它是使用人工智慧在客戶選擇或大眾的統計中
uses artificial intelligence to find patterns 搜索相似的模式並從中推導出。
in customers’ choices or demo
graphics and to extrapolate from them.
Probably the best-known example is 最著名的大概是亞馬遜網站的個人書籍和Amazon.com’s personalized book and 音樂推薦。
music recommendations.
The great assumption about personalization最大的個性化設想就是：先見之明。
has been that it would be
FORETHOUGHT
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