> ## Documentation Index
> Fetch the complete documentation index at: https://docs.clarasdr.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Personalization engine

> How Clara uses CRM data, page context, and conversation signals to personalize every inbound conversation.

Clara doesn't run the same script on every visitor. The personalization engine blends CRM data, on-site context, and live conversation signals so every buyer conversation is relevant to that buyer.

## Data sources

Clara personalizes conversations using:

* **CRM records and activity history** - who this visitor is and how they've engaged before
* **Page context** - which page the visitor is on and how they arrived
* **Form and inquiry context** - demo requests and product inquiries
* **Qualification responses** - everything the buyer has already told Clara
* **Engagement signals** - product interest and conversation history

Pass visitor context straight to the widget when you embed it - `userName`, `userId`, and `context` shape the conversation from the first message. See the [website embed](/docs/embed/website-embed).

## What Clara personalizes

| Signal                 | How the conversation adapts                             |
| ---------------------- | ------------------------------------------------------- |
| Buyer name and company | Clara greets and references the buyer personally        |
| Industry and role      | Examples and value points match the buyer's world       |
| Product interest       | Clara highlights relevant capabilities and slides       |
| Qualification status   | Question depth and routing change with the lead's stage |
| Meeting preferences    | Scheduling flows match the buyer's preferences          |

## Dynamic conversation flows

Conversations adapt in real time based on:

* Customer intent and the question they actually asked
* Qualification status - qualified buyers move faster to booking
* Product interest - [presentations](/docs/capabilities/visual-presentations) adapt to what Clara is showing
* Workflow conditions and conversation outcomes - see [Conversation workflows](/docs/agents/conversation-workflows)

## Data enrichment

Connect data providers to enrich inbound leads with firmographic context before or during the conversation:

* **Apollo**
* **Clay**
* **Clearbit**
* **ZoomInfo**

Enrichment feeds qualification and routing. See [CRM integrations](/docs/integrations/crm) for the setup flow.