Ecommerce has a symbiotic relationship with machine learning. Businesses are using every tactic machine learning has to offer better shopping experiences to their customers.With the advancement in technology comes more competition, and old marketing and customer retention techniques are not sufficient anymore. This has led businesses to adopt AI and machine learning models into their ecommerce platforms in order to create more effective marketing campaigns, create a better shopping experience, customer relationship management techniques and increase customer retention and generate more revenue. Machine learning algorithms can analyse the ecommerce store's data to generate customer behavior patterns that help the business in various ways. Here are some machine learning models that are useful in analysing a store's data and apply it to create intelligent campaigns: Segmentation is a key part of any business's marketing strategy.