Concise Oxford English Dictionary © 2008 Oxford University Press:
personalize /ˈpɜːsənəlʌɪz/ (or personalise)
• 1 design or produce (something) to meet someone's individual requirements.
• 2 make (something) identifiable as belonging to a particular person.
• 3 cause (an issue or argument) to become concerned with personalities or feelings rather than with general or abstract matters.
• 4 personify.