How to use Machine Learning to Sell Better by Cate Trotter via @insidertrends

As the shopping experience becomes more and more integrated, retailers tend to adopt an omnichannel sales approach. This means that a customer may seamlessly switch across the multitude of sales channels, shopping online from a desktop or mobile device, by telephone or in a bricks and mortar stores.

It's definitely an environment where if you don't use ML and AI your company is not likely to survive.