Just as in standard Kentico, personalization variants are available to any of the 3 Kentico page component types:

1. Web parts
2. Web part zones
3. Editor widgets

Follow the Kentico documentation on how to add a personalization variant to the component you need to personalize.

Personalization with Macros

Content personalization works also with any element that can be personalized using a macro. See the Kentico documentation on Creating macro rules for more information.