AI technology allows improving the UX significantly by showing the most relevant personalized content in real-time depending on the user’s browsing activity. By using Matrix Factorization with the Implicit Alternating Least Squares method we can calculate individual ratings for every user. Those ratings can be used to rank all the contents available on the website, and only the most relevant content is shown to each single user. The result: increased engagement and a lead rate uplift of 42%.