This article highlights the possibilities open to CIO's if they embrace machine learning to maximise the customer experience. Many retailers I speak to have pre-defined segments that they then tailor their messages and offerings to. In my view, they would benefit from allowing the analytical engine to identify each segment and sub-segment, identify the appropriate messages and offers to those segments and continually refine the offers and segments based on the success of the uptake. At Hitachi, we have seen retailers benefit from 700% improvement on campaigns when using machine learning.