Even the most brilliant of data scientists will ultimately fail. There are simply too many rules to write, too much data to manipulate and too much content to create to ever handle personalisation at scale without AI.
Using AI, especially when combined with a CRM, brands can provide customers with personalised offers and services based on demographics, purchase history, historical purchases and browsing habits. Machine learning algorithms can run through large scale, constantly changing data sets and predict which products a user wants to see next. When used in combination, data insights and AI can help you offer relevant cross-sells, make recommendations, and show special offers at every touchpoint to increase the average order value.
We take it for granted now, but sophisticated AI has always been the secret behind Amazon's success - and let's face it, it's their influence on personalisation that now pushes all eCommerce retailers to work harder to deliver exceptional experience consumers expect as the norm.