Digital marketing professionals believe that big data is essential for an effective marketing campaign. Indeed, it is difficult to predict the behavior of users without this amount of data and therefore to offer them personalized products or services. But we all know it: personalization is the key to success. This is why marketers are increasingly using artificial intelligence (AI) and within it, machine learning. And according to a study by Salesforce in 2017, 11% of SMEs are already using AI technology.