AI in Marketing: The Power of Personalisation (Part 2).

In my last post, I introduced one of the biggest trends in AI-driven marketing: personalisation. But today's consumers expect personalised messaging with every brand interaction, and luckily, thanks to masses of data, big data techniques, and AI, marketers can deliver it. In this post, I'll show you just how the marketing playbook is being rewritten, using real-world examples from both tech giants and innovative startups*. All of these examples involve machine learning algorithms, which learn to predict a target variable based on patterns in some input data. If you're not so familiar with the workings of machine learning, you can roughly infer how each example works by asking: what hidden variable do I need to solve my problem, and what kind of information would help me predict it?