A method for learning latent representations of individual users in a personalization system uses a graph-based machine learning framework. A graph representation is generated based on input data in which the individual users are each represented by a node. The nodes are associated with labels. Node vector representations are learned by combining label latent representations from a vertex and neighboring nodes so as to reconstruct the label latent representation of the vertex and updating the label latent representations of the neighboring nodes using gradients resulting from application of a reconstruction loss. A classifier/regressor is trained using the node vector representations and the node vector representations are mapped to personalizations. Actions associated with the personalizations are then initiated.