Originally published in Harvard Business Review, March 24, 2023. Machine learning is a promising technology for improving the customer experience. Why? It’s simple: because it can predict customer behaviors. Prediction as a capability is the Holy Grail for foreseeing each customer need and personalizing products and services accordingly. From the consumer’s perspective, when ML’s ethical pitfalls are avoided, prediction can be the ultimate antidote to the information overload that we all face every day. By deploying ML to predict which content is most relevant for each individual, customers can receive better recommendations, less junk mail, very little inbox spam, and
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