What is Predictive marketing? Top ways in which it is helping marketers?

It is pretty evident that AI and predictive marketing is rapidly changing the landscape of marketing. Marketing has been around for ages and predictive marketing is the newest innovation in this space. We have a lot of case studies that argues the same for AI's capabilities. It has helped us understand that there exists a gap between our marketing strategies. Now with the help of AI, we exactly know what has to be done and we have been arming our sales team with what they need to close deals.