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This is a boon for retailers seeking to accurately predict demand, anticipate customer behavior, and optimize and personalize customer experiences. And as data volumes grow and processing power improves, machine learning becomes increasingly applicable in a wider range of retail areas to further optimize business processes and drive more impactful personalized and contextual consumer experiences and products. But McKinsey has assessed that the U.S. retail sector has only realized 30-40% of the potential margin improvements and productivity growth their analysts envisioned in 2011--and a large share of the value of this growth has gone to consumers through lower prices. So how will AI and machine learning change retail analytics, as they are currently defined?