Harnessing machine learning to drive B2B relationships

Machine learning has been successfully adopted by huge global consumer brands such as Amazon, Netflix and Facebook. These tech industry giants use it to consistently improve their customer experience: suggesting relevant products, movies, or friends based on historic user or buyer behaviour Machine learning is no longer the stuff of science fiction, nor is it all that new. Its development dates back to the mid-20th century and was defined in 1959 by Arthur Samuel as a “field of study that gives computers the ability to learn without being explicitly programmed”. As the modern world becomes increasingly dependent on data-driven technologies, machine learning, along with artificial intelligence (AI), has captured the human imagination. It is clear that businesses are spending huge amounts of time and money scrambling to adopt the latest…


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