In their 1993 bestselling book, The One to One Future, Don Peppers and Martha Rogers predicted a future in which “a radically innovative business paradigm focusing on share of customer — one customer at a time — rather than just the share of market” would become the norm. Fast forward more than a quarter century, the future has arrived, and the paradigm is no longer considered radical.

This one-to-one capability is being enabled by significant advances in emerging technologies — most notably, artificial intelligence. Indeed, AI is dramatically transforming the very nature of marketing and brand-building, just as the internet and World Wide Web did several decades ago. The ability of AI to process — specifically, classify and predict — previously unimaginable amounts of data in lightning-fast time is key to this transformation.

This presentation will showcase how marketers are leveraging the combination of two concepts in particular — micro-segmentation and hyper-personalization — to tailor brand experiences in ways considerably more customized and relevant than ever before. This is perhaps nowhere more evident today than in the world of retail.