Currently, the two main techniques for achieving personalization on the Internet involve direct manipulation and software agents. While both direct manipulation and software agents are aimed at permitting end-users to finish tasks rapidly, efficiently, and easily, their methodologies differ. The central controversy involving these personalization techniques derives from the amount of control that each grants to — or withholds from — the end-user. Direct manipulation interfaces afford control and predictability to end-users [6]. Alternatively, the use of software agents captures or records user?s personalized preferences by employing artificial intelligence techniques [2]. In this empirical study, two end-user Web personalization tools are evaluated. One of them, WebPersonalizer [4], is an agent-based end-user personalization tool; the other, AntWorld [3], is a collaborative recommendation tool which provides direct manipulation interfaces. The purpose of this study is to determine the strengths and weaknesses of each opposed technique — direct manipulation and software agents — as a Web personalization assistant. In addition, we suggest the hybrid paradigm for EUP (End-User Programming).