When big online retailers and services first adopted personalization as a strategy, they tapped into their big data reserves. Netflix leveraged the data history of its users to implement artificial intelligence technologies that offered up personalized viewing suggestions. Major insurers personalized customer quotes. Publications prompted readers to consider other articles based on personal preferences. Retailers used data to personalize customer loyalty perks like reduced prices on favorite items. They offered location-based shipping options that prioritized local and regional shipping companies, like Canada, saving money for Canada-based businesses and consumers.