Due to its expanded computing power and capacity, cloud can store information about user preferences, usage pattern and that store information can be used to enable product or service customization for that customer. The context-driven changes provided via cloud allows business to offer users personal experience that adapt to subtle changes is user defined context which allows for a more user-centric experience. This is an important cloud aspect as it enable businesses in addressing "fragmented "user preference.
Siri, the Apple iPhone 4S cloud-based natural language "intelligent assistant" is an example of context-driven customization. It allows users to send messages, schedule meetings, place phone calls, find shopping malls and more. Unlike the other phones that have some voice recognition features, Siri " learns user voice". It uses artificial intelligence and a growing base of knowledge about the user, including his/her whereabouts and frequent contacts, to understand not only what is said but what is meant. In summary, it leverages the computing capabilities and capacity of the cloud to enable individualized, context-relevant customer experiences. Source