In recent years, there has been a greater demand on retailers to adapt to rapid changes in consumer attitudes and the marketplace in order to keep up. Customer experience is very much dependant on retail operations, which have the potential to make or break a customer's journey. It's imperative for retailers to adopt a globally competitive business model, and using artificial intelligence technologies can break down barriers and make it easier to communicate with customers. It's now become possible for businesses to continuously scrutinise customer behaviour data and generate alerts through the power of machine learning. Most companies are already rich with data.