We are evaluating options before suggesting Content Hub as the CMS platform for a client.
The website will be built with MVC and will not have Sitecore XP.

If we want to personalize the content for the end user (the user of the website and not Content Hub), like for example:
Showing a certain image based on user's location or
Showing a certain image based on user's authentication etc..

Is it possible OOB in Content Hub or does it have to be programmatically handled in the website business logic.