The United States Air Force was facing a problem all too familiar to organizations that have a lot of information online: how can we ensure that a user finds what they’re looking for? Gone are the days when users would spend hours sorting through web pages hoping to discover a nugget of relevant information. The personalization and customization of an experience has become commonplace, replacing generic user experiences and conventional advertising and search techniques.
Source: Case Study: How the U.S. Air Force Is Changing Recruiting Through UX | Creative Cloud blog by Adobe