diff --git a/packages/create-sitecore-jss/src/templates/nextjs-personalize/src/lib/middleware/plugins/personalize.ts b/packages/create-sitecore-jss/src/templates/nextjs-personalize/src/lib/middleware/plugins/personalize.ts
index 0c0b8dea35..2d10841d2c 100644
--- a/packages/create-sitecore-jss/src/templates/nextjs-personalize/src/lib/middleware/plugins/personalize.ts
+++ b/packages/create-sitecore-jss/src/templates/nextjs-personalize/src/lib/middleware/plugins/personalize.ts
@@ -43,9 +43,8 @@ class PersonalizePlugin implements MiddlewarePlugin {
       },
       // This function determines if the middleware should be turned off.
       // IMPORTANT: You should implement based on your cookie consent management solution of choice.
-      // You may also wish to disable in development mode (process.env.NODE_ENV === 'development').
-      // By default it is always enabled.
-      disabled: () => false,
+      // You may wish to keep it disabled while in development mode.
+      disabled: () => process.env.NODE_ENV === 'development',
       // This function determines if a route should be excluded from personalization.
       // Certain paths are ignored by default (e.g. files and Next.js API routes), but you may wish to exclude more.
       // This is an important performance consideration since Next.js Edge middleware runs on every request.
diff --git a/packages/sitecore-jss/src/personalize/graphql-personalize-service.test.ts b/packages/sitecore-jss/src/personalize/graphql-personalize-service.test.ts
index 03933b027b..782b6bab05 100644
--- a/packages/sitecore-jss/src/personalize/graphql-personalize-service.test.ts
+++ b/packages/sitecore-jss/src/personalize/graphql-personalize-service.test.ts
@@ -30,11 +30,7 @@ describe('GraphQLPersonalizeService', () => {
     },
   };
 
-  afterEach(() => {
-    nock.cleanAll();
-  });
-
-  it('should return personalize info for a route', async () => {
+  const mockNonEmptyResponse = () => {
     nock('http://sctest', {
       reqheaders: {
         sc_apikey: apiKey,
@@ -44,17 +40,9 @@ describe('GraphQLPersonalizeService', () => {
       .reply(200, {
         data: personalizeQueryResult,
       });
+  };
 
-    const service = new GraphQLPersonalizeService(config);
-    const personalizeData = await service.getPersonalizeInfo('/sitecore/content/home', 'en');
-
-    expect(personalizeData).to.deep.equal({
-      contentId: `embedded_${id}_en`.toLowerCase(),
-      variantIds,
-    });
-  });
-
-  it('should return undefined if itemPath / language not found', async () => {
+  const mockEmptyResponse = () => {
     nock('http://sctest', {
       reqheaders: {
         sc_apikey: apiKey,
@@ -66,6 +54,26 @@ describe('GraphQLPersonalizeService', () => {
           layout: {},
         },
       });
+  };
+
+  afterEach(() => {
+    nock.cleanAll();
+  });
+
+  it('should return personalize info for a route', async () => {
+    mockNonEmptyResponse();
+
+    const service = new GraphQLPersonalizeService(config);
+    const personalizeData = await service.getPersonalizeInfo('/sitecore/content/home', 'en');
+
+    expect(personalizeData).to.deep.equal({
+      contentId: `embedded_${id}_en`.toLowerCase(),
+      variantIds,
+    });
+  });
+
+  it('should return undefined if itemPath / language not found', async () => {
+    mockEmptyResponse();
 
     const service = new GraphQLPersonalizeService(config);
     const personalizeData = await service.getPersonalizeInfo('/sitecore/content/home', '');
@@ -133,4 +141,89 @@ describe('GraphQLPersonalizeService', () => {
 
     expect(result).to.equal(undefined);
   });
+
+  it('should cache service response by default', async () => {
+    mockNonEmptyResponse();
+
+    const itemPath = '/sitecore/content/home';
+    const lang = 'en';
+
+    const service = new GraphQLPersonalizeService(config);
+    const firstResult = await service.getPersonalizeInfo(itemPath, lang);
+
+    expect(firstResult).to.deep.equal({
+      contentId: `embedded_${id}_en`.toLowerCase(),
+      variantIds,
+    });
+
+    mockEmptyResponse();
+
+    const secondResult = await service.getPersonalizeInfo(itemPath, lang);
+
+    expect(secondResult).to.deep.equal(firstResult);
+  });
+
+  it('should be possible to disable cache', async () => {
+    mockNonEmptyResponse();
+
+    const itemPath = '/sitecore/content/home';
+    const lang = 'en';
+
+    const service = new GraphQLPersonalizeService({
+      ...config,
+      cacheEnabled: false,
+    });
+    const firstResult = await service.getPersonalizeInfo(itemPath, lang);
+
+    expect(firstResult).to.deep.equal({
+      contentId: `embedded_${id}_en`.toLowerCase(),
+      variantIds,
+    });
+
+    mockEmptyResponse();
+
+    const secondResult = await service.getPersonalizeInfo(itemPath, lang);
+
+    expect(secondResult).to.not.deep.equal(firstResult);
+  });
+
+  it('cache timeout should be used', async () => {
+    mockNonEmptyResponse();
+
+    const itemPath = '/sitecore/content/home';
+    const lang = 'en';
+
+    const service = new GraphQLPersonalizeService({
+      ...config,
+      cacheTimeout: 0.2,
+    });
+    const firstResult = await service.getPersonalizeInfo(itemPath, lang);
+
+    mockEmptyResponse();
+
+    const cacheNonUpdate = new Promise((resolve) => {
+      setTimeout(
+        () =>
+          service.getPersonalizeInfo(itemPath, lang).then((newResult) => {
+            expect(newResult).to.deep.equal(firstResult);
+            resolve(undefined);
+          }),
+        100
+      );
+    });
+
+    const cacheUpdate = new Promise((resolve) => {
+      setTimeout(
+        () =>
+          service.getPersonalizeInfo(itemPath, lang).then((newResult) => {
+            expect(newResult).to.deep.equal(undefined);
+            resolve(undefined);
+          }),
+        250
+      );
+    });
+    await cacheNonUpdate;
+
+    await cacheUpdate;
+  });
 });
diff --git a/packages/sitecore-jss/src/personalize/graphql-personalize-service.ts b/packages/sitecore-jss/src/personalize/graphql-personalize-service.ts
index c30a16886c..810986c06c 100644
--- a/packages/sitecore-jss/src/personalize/graphql-personalize-service.ts
+++ b/packages/sitecore-jss/src/personalize/graphql-personalize-service.ts
@@ -2,8 +2,9 @@ import { GraphQLClient, GraphQLRequestClient } from '../graphql-request-client';
 import debug from '../debug';
 import { isTimeoutError } from '../utils';
 import { CdpHelper } from './utils';
+import { CacheClient, CacheOptions, MemoryCacheClient } from '../cache-client';
 
-export type GraphQLPersonalizeServiceConfig = {
+export type GraphQLPersonalizeServiceConfig = CacheOptions & {
   /**
    * Your Graphql endpoint
    */
@@ -46,6 +47,7 @@ type PersonalizeQueryResult = {
 
 export class GraphQLPersonalizeService {
   private graphQLClient: GraphQLClient;
+  private cache: CacheClient<PersonalizeQueryResult>;
   protected get query(): string {
     return /* GraphQL */ `
       query($siteName: String!, $language: String!, $itemPath: String!) {
@@ -68,6 +70,7 @@ export class GraphQLPersonalizeService {
   constructor(protected config: GraphQLPersonalizeServiceConfig) {
     this.config.timeout = config.timeout || 250;
     this.graphQLClient = this.getGraphQLClient();
+    this.cache = this.getCacheClient();
   }
 
   /**
@@ -87,27 +90,48 @@ export class GraphQLPersonalizeService {
       language
     );
 
-    try {
-      const data = await this.graphQLClient.request<PersonalizeQueryResult>(this.query, {
-        siteName: this.config.siteName,
-        itemPath,
-        language,
-      });
+    const cacheKey = this.getCacheKey(itemPath, language);
+    let data = this.cache.getCacheValue(cacheKey);
 
-      return data?.layout?.item
-        ? {
-            // CDP expects content id format `embedded_<id>_<lang>` (lowercase)
-            contentId: CdpHelper.getContentId(data.layout.item.id, language),
-            variantIds: data.layout.item.personalization.variantIds,
-          }
-        : undefined;
-    } catch (error) {
-      if (isTimeoutError(error)) {
-        return undefined;
-      }
+    if (!data) {
+      try {
+        data = await this.graphQLClient.request<PersonalizeQueryResult>(this.query, {
+          siteName: this.config.siteName,
+          itemPath,
+          language,
+        });
+        this.cache.setCacheValue(cacheKey, data);
+      } catch (error) {
+        if (isTimeoutError(error)) {
+          return undefined;
+        }
 
-      throw error;
+        throw error;
+      }
     }
+    return data?.layout?.item
+      ? {
+          // CDP expects content id format `embedded_<id>_<lang>` (lowercase)
+          contentId: CdpHelper.getContentId(data.layout.item.id, language),
+          variantIds: data.layout.item.personalization.variantIds,
+        }
+      : undefined;
+  }
+
+  /**
+   * Gets cache client implementation
+   * Override this method if custom cache needs to be used
+   * @returns CacheClient instance
+   */
+  protected getCacheClient(): CacheClient<PersonalizeQueryResult> {
+    return new MemoryCacheClient<PersonalizeQueryResult>({
+      cacheEnabled: this.config.cacheEnabled ?? true,
+      cacheTimeout: this.config.cacheTimeout ?? 10,
+    });
+  }
+
+  protected getCacheKey(itemPath: string, language: string) {
+    return `${this.config.siteName}-${itemPath}-${language}`;
   }
 
   /**