The concept of intent-based personalization focuses on aligning content with user intent in the moment, creating a more engaging experience. This approach prioritizes understanding what users want and how they're progressing through content, rather than just mapping personas or optimizing for generic personalization. To implement this strategy, teams need to be agile and cross-functional, focusing on aligning content to visitor intents, using best-in-class tools, and structuring content in a way that makes it easy to deliver personalized experiences. A key technology component needed for personalization is identifying the right components of a tech stack, whether choosing a suite or building a custom system, and assembling a flexible and well-functioning system that eases many of the burdens of personalization.