Yes, sort of. The 'criteria' however is essentially limited to 'member of a certain AD Group' by default.
In a full infrastructure implementation, you can load various user/deployment configuration XML files and assign them to different AD groups. (The XMLs then may have different configurations).
AFAIK in an SCCM deployment it isn't that easy to differentiate
If you control your App-V 5 deployment using Powershell scripts on the Client only, you can do 'anything' (apply a given user_configuration.xml only if certain criteria are matched, publish at every logon (to validate criteria), unpublish at every logoff)
Falko