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From more sophisticated metrics to a next-generation customer experience, machine learning and artificial intelligence are raising the bar on what marketers can do to enhance customer relationships. But, with tools like generation analytics and predictive analytics, AI will be taking over a larger chunk of the creation process, and in some cases, will be generating content. Now, instead of offering personalization techniques in bits and pieces – channels like push notifications on consumers' mobile phones, email messaging, and content recommendations on social media and websites – machines are able to build upon learned data about an individual. The platform uses a predictive point system to determine when a customer starts a specific journey.