What's the difference between AI-powered personalisation and more basic segmentation?

It became apparent that although the power of this technology is very much appreciated in a number of guises (including natural language processing, computer vision, and the processing of unstructured data for account based marketing), there is some confusion about how it applies to personalisation and segmentation. A latent factor model is another method of filtering – using many factors (possibly hundreds) about users and products in order to explain user actions (e.g. Going further down the route of machine learning, and perhaps the easiest part to understand for the layman (me), is the method of analysing products or content to give them meaning (semantics). Advances in natural language processing (a much-publicised product of machine learning and deep learning) mean that content can be explored for explicit and implicit meaning.