Digital transformation is atop the list of every marketing leader's initiatives. While there's a lot of hype around AI and machine learning, there seems to be less understanding of what it does and how it can help move the needle on business-critical goals. I'd like to demystify it and show you how you can use it to better understand your customers and how doing so can have a significant impact on your bottom line. In a time where acquiring a new customer can be 25 times more expensive than retaining an existing customer, leveraging AI to enhance your customer experience is something you'll want to include while preparing your digital transformation roadmap. Historically, marketers have created segments that group customers of a kind together and the whole group receives a similar experience.