diff --git a/crates/meilisearch-types/src/error.rs b/crates/meilisearch-types/src/error.rs
index d2500b7e1..86f13add0 100644
--- a/crates/meilisearch-types/src/error.rs
+++ b/crates/meilisearch-types/src/error.rs
@@ -308,6 +308,10 @@ InvalidSearchShowRankingScoreDetails           , InvalidRequest       , BAD_REQU
 InvalidSimilarShowRankingScoreDetails          , InvalidRequest       , BAD_REQUEST ;
 InvalidSearchSort                              , InvalidRequest       , BAD_REQUEST ;
 InvalidSearchDistinct                          , InvalidRequest       , BAD_REQUEST ;
+InvalidSearchPersonalization                   , InvalidRequest       , BAD_REQUEST ;
+InvalidSearchPersonalizationPersonalized       , InvalidRequest       , BAD_REQUEST ;
+InvalidSearchPersonalizationUserProfile        , InvalidRequest       , BAD_REQUEST ;
+InvalidSearchMediaAndVector                    , InvalidRequest       , BAD_REQUEST ;
 InvalidSettingsDisplayedAttributes             , InvalidRequest       , BAD_REQUEST ;
 InvalidSettingsDistinctAttribute               , InvalidRequest       , BAD_REQUEST ;
 InvalidSettingsProximityPrecision              , InvalidRequest       , BAD_REQUEST ;
@@ -636,6 +640,24 @@ impl fmt::Display for deserr_codes::InvalidNetworkSearchApiKey {
     }
 }
 
+impl fmt::Display for deserr_codes::InvalidSearchPersonalization {
+    fn fmt(&self, f: &mut fmt::Formatter<'_>) -> fmt::Result {
+        write!(f, "the value of `personalization` is invalid, expected a JSON object with `personalized` boolean and optional `userProfile` string.")
+    }
+}
+
+impl fmt::Display for deserr_codes::InvalidSearchPersonalizationPersonalized {
+    fn fmt(&self, f: &mut fmt::Formatter<'_>) -> fmt::Result {
+        write!(f, "the value of `personalized` is invalid, expected a boolean.")
+    }
+}
+
+impl fmt::Display for deserr_codes::InvalidSearchPersonalizationUserProfile {
+    fn fmt(&self, f: &mut fmt::Formatter<'_>) -> fmt::Result {
+        write!(f, "the value of `userProfile` is invalid, expected a string.")
+    }
+}
+
 #[macro_export]
 macro_rules! internal_error {
     ($target:ty : $($other:path), *) => {
diff --git a/crates/meilisearch/src/routes/indexes/facet_search.rs b/crates/meilisearch/src/routes/indexes/facet_search.rs
index 41f306746..84c8dd2b9 100644
--- a/crates/meilisearch/src/routes/indexes/facet_search.rs
+++ b/crates/meilisearch/src/routes/indexes/facet_search.rs
@@ -337,6 +337,7 @@ impl From<FacetSearchQuery> for SearchQuery {
             hybrid,
             ranking_score_threshold,
             locales,
+            personalization: None,
         }
     }
 }
diff --git a/crates/meilisearch/src/routes/indexes/search.rs b/crates/meilisearch/src/routes/indexes/search.rs
index 333ae1944..81bd9f398 100644
--- a/crates/meilisearch/src/routes/indexes/search.rs
+++ b/crates/meilisearch/src/routes/indexes/search.rs
@@ -22,10 +22,10 @@ use crate::extractors::sequential_extractor::SeqHandler;
 use crate::metrics::MEILISEARCH_DEGRADED_SEARCH_REQUESTS;
 use crate::routes::indexes::search_analytics::{SearchAggregator, SearchGET, SearchPOST};
 use crate::search::{
-    add_search_rules, perform_search, HybridQuery, MatchingStrategy, RankingScoreThreshold,
-    RetrieveVectors, SearchKind, SearchQuery, SearchResult, SemanticRatio, DEFAULT_CROP_LENGTH,
-    DEFAULT_CROP_MARKER, DEFAULT_HIGHLIGHT_POST_TAG, DEFAULT_HIGHLIGHT_PRE_TAG,
-    DEFAULT_SEARCH_LIMIT, DEFAULT_SEARCH_OFFSET, DEFAULT_SEMANTIC_RATIO,
+    add_search_rules, perform_search, HybridQuery, MatchingStrategy, Personalization,
+    RankingScoreThreshold, RetrieveVectors, SearchKind, SearchQuery, SearchResult, SemanticRatio,
+    DEFAULT_CROP_LENGTH, DEFAULT_CROP_MARKER, DEFAULT_HIGHLIGHT_POST_TAG,
+    DEFAULT_HIGHLIGHT_PRE_TAG, DEFAULT_SEARCH_LIMIT, DEFAULT_SEARCH_OFFSET, DEFAULT_SEMANTIC_RATIO,
 };
 use crate::search_queue::SearchQueue;
 
@@ -132,6 +132,11 @@ pub struct SearchQueryGet {
     #[deserr(default, error = DeserrQueryParamError<InvalidSearchLocales>)]
     #[param(value_type = Vec<Locale>, explode = false)]
     pub locales: Option<CS<Locale>>,
+    #[deserr(default, error = DeserrQueryParamError<InvalidSearchPersonalizationPersonalized>)]
+    #[param(value_type = bool)]
+    pub personalization_personalized: Option<bool>,
+    #[deserr(default, error = DeserrQueryParamError<InvalidSearchPersonalizationUserProfile>)]
+    pub personalization_user_profile: Option<String>,
 }
 
 #[derive(Debug, Clone, Copy, PartialEq, deserr::Deserr)]
@@ -203,6 +208,22 @@ impl TryFrom<SearchQueryGet> for SearchQuery {
             ));
         }
 
+        let personalization = match (
+            other.personalization_personalized,
+            other.personalization_user_profile,
+        ) {
+            (None, None) => None,
+            (Some(personalized), user_profile) => {
+                Some(Personalization { personalized, user_profile })
+            }
+            (None, Some(_)) => {
+                return Err(ResponseError::from_msg(
+                    "`personalizationPersonalized` is mandatory when `personalizationUserProfile` is present".into(),
+                    meilisearch_types::error::Code::InvalidSearchPersonalization,
+                ));
+            }
+        };
+
         Ok(Self {
             q: other.q,
             vector: other.vector.map(CS::into_inner),
@@ -230,6 +251,7 @@ impl TryFrom<SearchQueryGet> for SearchQuery {
             hybrid,
             ranking_score_threshold: other.ranking_score_threshold.map(|o| o.0),
             locales: other.locales.map(|o| o.into_iter().collect()),
+            personalization,
         })
     }
 }
diff --git a/crates/meilisearch/src/routes/indexes/search_analytics.rs b/crates/meilisearch/src/routes/indexes/search_analytics.rs
index b16e2636e..e92b5160a 100644
--- a/crates/meilisearch/src/routes/indexes/search_analytics.rs
+++ b/crates/meilisearch/src/routes/indexes/search_analytics.rs
@@ -125,6 +125,7 @@ impl<Method: AggregateMethod> SearchAggregator<Method> {
             hybrid,
             ranking_score_threshold,
             locales,
+            personalization: _,
         } = query;
 
         let mut ret = Self::default();
diff --git a/crates/meilisearch/src/routes/multi_search_analytics.rs b/crates/meilisearch/src/routes/multi_search_analytics.rs
index 3fa23f630..96b5323b3 100644
--- a/crates/meilisearch/src/routes/multi_search_analytics.rs
+++ b/crates/meilisearch/src/routes/multi_search_analytics.rs
@@ -66,6 +66,7 @@ impl MultiSearchAggregator {
             hybrid: _,
             ranking_score_threshold: _,
             locales: _,
+            personalization: _,
         } in &federated_search.queries
         {
             if let Some(federation_options) = federation_options {
diff --git a/crates/meilisearch/src/search/mod.rs b/crates/meilisearch/src/search/mod.rs
index 5e543c53f..bf7e6c281 100644
--- a/crates/meilisearch/src/search/mod.rs
+++ b/crates/meilisearch/src/search/mod.rs
@@ -57,6 +57,15 @@ pub const DEFAULT_HIGHLIGHT_PRE_TAG: fn() -> String = || "<em>".to_string();
 pub const DEFAULT_HIGHLIGHT_POST_TAG: fn() -> String = || "</em>".to_string();
 pub const DEFAULT_SEMANTIC_RATIO: fn() -> SemanticRatio = || SemanticRatio(0.5);
 
+#[derive(Clone, Default, PartialEq, Deserr, ToSchema, Debug)]
+#[deserr(error = DeserrJsonError<InvalidSearchPersonalization>, rename_all = camelCase, deny_unknown_fields)]
+pub struct Personalization {
+    #[deserr(default, error = DeserrJsonError<InvalidSearchPersonalizationPersonalized>)]
+    pub personalized: bool,
+    #[deserr(default, error = DeserrJsonError<InvalidSearchPersonalizationUserProfile>)]
+    pub user_profile: Option<String>,
+}
+
 #[derive(Clone, Default, PartialEq, Deserr, ToSchema)]
 #[deserr(error = DeserrJsonError, rename_all = camelCase, deny_unknown_fields)]
 pub struct SearchQuery {
@@ -118,6 +127,8 @@ pub struct SearchQuery {
     pub ranking_score_threshold: Option<RankingScoreThreshold>,
     #[deserr(default, error = DeserrJsonError<InvalidSearchLocales>)]
     pub locales: Option<Vec<Locale>>,
+    #[deserr(default, error = DeserrJsonError<InvalidSearchPersonalization>, default)]
+    pub personalization: Option<Personalization>,
 }
 
 impl From<SearchParameters> for SearchQuery {
@@ -164,6 +175,7 @@ impl From<SearchParameters> for SearchQuery {
             highlight_post_tag: DEFAULT_HIGHLIGHT_POST_TAG(),
             crop_marker: DEFAULT_CROP_MARKER(),
             locales: None,
+            personalization: None,
         }
     }
 }
@@ -244,6 +256,7 @@ impl fmt::Debug for SearchQuery {
             attributes_to_search_on,
             ranking_score_threshold,
             locales,
+            personalization,
         } = self;
 
         let mut debug = f.debug_struct("SearchQuery");
@@ -329,6 +342,10 @@ impl fmt::Debug for SearchQuery {
             debug.field("locales", &locales);
         }
 
+        if let Some(personalization) = personalization {
+            debug.field("personalization", &personalization);
+        }
+
         debug.finish()
     }
 }
@@ -531,6 +548,9 @@ pub struct SearchQueryWithIndex {
     pub ranking_score_threshold: Option<RankingScoreThreshold>,
     #[deserr(default, error = DeserrJsonError<InvalidSearchLocales>, default)]
     pub locales: Option<Vec<Locale>>,
+    #[deserr(default, error = DeserrJsonError<InvalidSearchPersonalization>, default)]
+    #[serde(skip)]
+    pub personalization: Option<Personalization>,
 
     #[deserr(default)]
     pub federation_options: Option<FederationOptions>,
@@ -587,6 +607,7 @@ impl SearchQueryWithIndex {
             attributes_to_search_on,
             ranking_score_threshold,
             locales,
+            personalization,
         } = query;
 
         SearchQueryWithIndex {
@@ -617,6 +638,7 @@ impl SearchQueryWithIndex {
             attributes_to_search_on,
             ranking_score_threshold,
             locales,
+            personalization,
             federation_options,
         }
     }
@@ -651,6 +673,7 @@ impl SearchQueryWithIndex {
             hybrid,
             ranking_score_threshold,
             locales,
+            personalization,
         } = self;
         (
             index_uid,
@@ -681,6 +704,7 @@ impl SearchQueryWithIndex {
                 hybrid,
                 ranking_score_threshold,
                 locales,
+                personalization,
                 // do not use ..Default::default() here,
                 // rather add any missing field from `SearchQuery` to `SearchQueryWithIndex`
             },
@@ -905,7 +929,7 @@ pub struct SearchResultWithIndex {
     pub result: SearchResult,
 }
 
-#[derive(Serialize, Deserialize, Debug, Clone, PartialEq, Eq, ToSchema)]
+#[derive(Serialize, Deserialize, Debug, Clone, PartialEq, ToSchema)]
 #[serde(untagged)]
 pub enum HitsInfo {
     #[serde(rename_all = "camelCase")]
@@ -1133,6 +1157,7 @@ pub fn perform_search(
         attributes_to_search_on: _,
         filter: _,
         distinct: _,
+        personalization: _,
     } = query;
 
     let format = AttributesFormat {