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This talk introduces the fundamentals of recommender systems as a data-driven AI tool for driving personalised user experiences. We then move onto the 'not-so-conventional' personalisation domains beyond e-commenrce, namely health, wellbeing, leisure and tourism in cities, highlighting state-of-the-art and ongoing challenges. A discussion on how explainability can be used to motivate personalised and more convincing recommendations for the end user.