Retail, as we know, has been replaced by e-commerce business, website shopping is increasing in popularity, and artificial intelligence (AI) is one of the reasons why it is still evolving. Artificial intelligence has a huge impact on the experience of customers, enabling businesses to understand their needs and respond precisely to them. Machine learning is one of the crucial tools. Machine learning is a technology-driven by AI that enables the software to analyze data collected, determine insights from it, and then serve customers according to their special needs. Personalized Customer Experience: Every customer has distinctive needs and behavioral habits. For years, retailers have attempted to detect shopping patterns and use them to increase sales. It turned out that the process was very time consuming and often ineffective. Machine learning technology enables businesses to use an algorithm that from the very beginning observes each activity of each customer. By showing adequate advertisements, sending appropriate messages, and maintaining a dialogue with each client in a way that reflects their preferences, personalized customer experience. Recommendation Systems: One of the most effective marketing tools used in the e-commerce market is the recommendation system. Simply put, it is a computer program that analyses the preferences of customers based on their past activities and recommends products that will most likely suit their taste. The increase in sales, revenue, and efficiency, in general, is the result of personalized product/service recommendations that pop up on the screen. The role of automated shop assistants operating 24/7 and taking into account every detail they already know about a specific user is played by recommendation systems. Use predictive analytics to get a better ROI: Predictive analytics allows entrepreneurs to select from the company’s database the most useful information sets and create structured insights into the behavior patterns and emerging trends of customers. This way, businesses can more quickly adapt their business strategies and attract more potential customers. Predictive models are an efficient way to get valuable business recommendations, but that does not mean that you cannot check the outcomes on your own and then decide on the best approach. Apart from that, you can get, Understand your client’s decisions by connecting disparate customer data points Find new value in unstructured qualitative data Voice Commerce Virtual and Augmented Reality 5G Evolution