Over the past few years I've delved into the topic of customer experience, uncovering how new technologies are empowering businesses to know more about their customers than ever before. While there's nothing wrong with beer getting smarter at the shelf (and the data that is responsibly collected), it's obviously not a good idea for businesses to take things too far. No one likes that "close talker" at a cocktail party. They can be downright creepy. But avoiding the creep factor isn't easy, especially when powerful capabilities like machine learning and artificial intelligence (AI) are on the guest list--and usually depicted as creepy forces in the world of sci-fi (I'm looking at you Blade Runner and Terminator).