The Semantic Web vision of a next generation Web, in which machines are enabled to understand the meaning of information in order to better interoperate and better support humans in carrying out their tasks, is very appealing and fosters the imagination of smarter applications that can retrieve, process and present information in enhanced ways. In this vision, a particular attention should be devoted to personalization: By bringing the user's needs into the center of interaction processes, personalized Web systems overcome the one-size-fits-all paradigm and provide individually optimized access to Web data and information. In this paper, we provide an overview of recent trends for establishing personalization on the Semantic Web: Based on a discussion on reasoning with rule- and query languages for the Semantic Web, we outline an architecture for service-based personalization, and show results in personalizing Web applications.

Supported by the EU FP6 Network of Excellence