How data, machine learning and AI will perform magic for consumers

Imagine wanting a cup of coffee and suddenly finding it before you, freshly prepared to your exacting standards. In the not-so-distant future, this will be reality for Muggles, too. In fact, thanks to a surge in consumer data, brands and marketers can already make better inferences about consumer wants and needs, but as AI and machine learning are more deftly integrated, insights will only get better, as will the ability to anticipate consumer needs – and to even make decisions on behalf of consumers without any input from them whatsoever. Like, say, ordering a cup of coffee. As it stands, digital enables brands to customize offers for specific users rather than provide generic solutions.