2018 is going to be the year of machine learning, especially in the field of consumer segmentation and improvement of automated message personalization processes. Thanks to marketing leaders from Silicon Valley, learning algorithms are already in widespread use. However, we are entering a new stage in the application of these mechanisms beyond advertising systems like Adwords, Doubleclick and Facebook.

Marketers are getting better at gathering and integrating user information all the time. Their allies include global giants like Google. A good example of this is Google’s partnership with Salesforce, announced in November of this year, which, in addition to its positive impact on the amount of information collected, will also affect its quality.

The challenge for agencies and marketers alike is to put their own analytical capabilities up against those of machines—we are, in the end, susceptible to errors, and with such a large amount of data and variables, as well as the complexity of users’ paths to purchase, the risk of mistakes increases. In order to draw conclusions quickly enough and then apply them in the real optimization of user experience, we need to put more emphasis on technology and especially on the possibilities offered by artificial intelligence.

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