Will E-Commerce Benefit from Machine Learning?

The e-commerce revolution was built on the back of digital advances and automation, but is the next generation of machine learning and AI friend or foe? Machine learning is the method today's systems use to learn about you and the fundamental things that make you who you are. It looks beyond generalizations and characterizations on your age or gender and realizes that you're a huge fan of cartoon dogs and emojis, but only the ones that have the same hair as you. In the e-commerce space, machine learning is being used to slowly learn what customers prefer and how they want to see information to get them to make a purchase. It tests and adapts, using new options and information to slowly refine the best way to reach your customers.