Artificial Intelligence (AI) and machine learning make it possible for the customer to have automated, personalized shopping experiences on various shopping sites. AI is continuously collecting data on how a customer shops, when they buy products and what they're looking for in a product or a related service. It's a piece of technology that really can't be replicated in-store.

Ron Smith, Editor in Chief, The Digital Outdoor, emphasizes how the complexity of AI and the ability to make it more human is also increasingly important:

“People want to know that brands care about them, and AI will be programmed accordingly. We have currently seen the opposite behavior on social media, where AIs learn from humans’ more negative remarks, but it’s highly likely that consumers will crave the impact. If bots can learn how to form sentences to convey an emotion, companies can soon teach them to offer comfort and products based on customers’ moods.”