Have you ever wondered how the digital ads displayed on your social media accounts manage to match your key interests as well as past searches for items on ecommerce platforms? Well, this is because an intelligent machine is using your search data to customise its marketing just for you! Be it dynamic messaging, chatbots or personalised marketing, most of it has been made possible because of automation and artificial intelligence. From automating customer service to prioritising voice search to auto reading OTP, ecommerce platforms are constantly reinventing their user experience to capture a larger share of the e-retail market. As competition increases in the ecommerce domain, the thrust now is on offering the most personalised and convenient experience to buyers.

Unless you've taken a sabbatical from technology over the past 5 years, you're aware of just how quickly Artificial Intelligence (AI) systems are evolving and improving. One industry that has been significantly impacted by the AI revolution is Ecommerce, and in particular their marketing and conversions teams. In fact, according to several digital marketing experts, the next few years will likely bring about fully automated AI systems that can take over all areas of traditional marketing and UX optimization. Due to the high importance of AI-based systems, ecommerce companies have already started working on tools that can integrate the power of artificial intelligence in their marketing strategies. As this starts to happen, marketing campaigns will become more targeted and profitable, consuming lower budgets and providing more revenue to owners.

My colleague, Andrew Eichenbaum who leads Data Science at Kahuna and I had the pleasure of sitting down with Michael Krigsman of CXO Talk this past week. For those of you who may not know the show, Michael conducts interviews on topics that are profoundly changing the technology and business landscape. We spent the hour chit chatting about how artificial intelligence and machine learning are transforming Consumer Engagement and B2C Marketing Automation. Thanks to recent advancements in machines learning, and the ability to process consumer gestures in real time, we can now scale personalization to millions and millions of customers within seconds of new behavioral data being available, and finally treat them with respect by offering relevant information and products. Whether it's Amazon making super relevant recommendations or Uber being able to predict demand and supply at just at the right time, modern marketers are re-casting customer engagement and commerce entirely.