Google and Facebook dominate the lucrative business of selling digital ads, but experts say Amazon is positioning itself to snatch market share. "They have made the determination to take the advertising business seriously," said Rob Norman, chief digital officer for GroupM, an arm of advertising powerhouse WPP. Driving Amazon's digital advertising advances are the company's efforts to make it easier for customers to buy ads on Amazon websites, combined with a growing awareness in the business world that Amazon can offer advertisers a huge audience of consumers who are eager to buy, experts said. "Many (advertisers) had resisted it for a long time but are starting to realize that you need to be on Amazon, as you are on the other platforms," said Forrester Research analyst Samantha Merlivat. By the end of 2017, Google and Facebook had 63 percent of the U.S. digital ad market and 54 percent of digital ad revenue worldwide, according to eMarketer.

Various companies already use machine learning for ad targeting, utilizing Real-Time Bidding (RTB). By utilizing deep learning, marketers have the ability to make stronger predictions of the next event in the consumer's purchase cycle. With AI layered on, deep learning provides the platform for marketers to understand their customer's need, to serve them better and sell products that consumers have'yet to decide on'. This strive towards knowing the'intent of the customer before they do' (yes, a bit freaky – but possible with sheer amount of data) is the ultimate prize towards enabling hyper-personalized consumer experience. Imagine a fully automated media platform, that is able to utilize machine learning to process the inflow of data stream, to create personalized digital ads for each unique customer – selecting not only the brands they will have best infinity towards, but also have pre-select the color and even the size of clothing based on the customer's current'trending choice'.