Currently, assisted reproductive technologies (ART) are the most effective method of overcoming infertility. But they also have limited capabilities, due to the characteristics of the reproductive system of a particular patient. In the last decade, the principles of personalized medicine have been actively introduced into healthcare practice. Personalization of almost all stages of ART can increase the effectiveness of the in vitro fertilization procedure. Of practical interest are the principles of selection of drugs used to stimulate ovulation based on the study of polymorphisms of gonadotropin and sex hormone receptor genes. Numerous studies have shown that the carriage of certain polymorphisms of the FSH, estradiol and progesterone receptor genes is associated with an increased chance of pregnancy after ART, LH receptor polymorphism is associated with a risk of developing ovarian hyperstimulation. The accumulation of knowledge about the genetic characteristics of populations in the future will allow, prior to the start of ART, to establish the personal characteristics of the ovarian response to the stimulation of ovulation in a particular patient and, as a result, obtain the maximum number of mature oocytes capable of producing competent embryos, the transfer of which into the receptive endometrium will increase the effectiveness of ART. This review analyzes current literature data on the possibilities of a personalized approach to the implementation of the ART program in various groups of patients.