Understanding what a customer wants is getting more complex. What is clear though, is that they want a personalized experience. Retailers that don’t personalize can no longer hide behind the excuses of yesteryears – as they now have access to richer customer data and mechanisms that can bring this data together to generate actionable insights.

By tying together customer data such as past purchases, demographics, personal tastes, behavior, response to past campaigns, lifecycle stage etc., marketers can predict future customer behavior with high accuracy. The erstwhile challenges of where, how and when to engage customers are now effectively handled by AI, with advanced recommendation and execution engines that personalize every campaign element.