Machine learning utilizes big data to understand users' needs and to provide them relevant information. To a retailer, how will machine learning improve the way they interact with their consumes? In this article, I will talk about 3 pioneers that has already been using AI to provide a better user experience and what are 5 areas you, as a consumer, can leverage on the AI power to improve your shopping experience. In terms of machine learning, currently, most of the implementation is focusing on the awareness/discover stage. Understand your need and suggest the right products: The North Face shopping assistant powered by Watson through agency Fuild, then you go on the website to search for the perfect garment, all you need to do is to answer from simple questions, and the shopping assistant will find a list of results base on your needs. Give directions when shopping in store: Macy’s On Call powered by Satisfi and Watson help consum...