‘Predictive personalization’ is coming to an online shopping experience near you

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‘Predictive personalization’ is coming to an online shopping experience near you
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Predicting a customer’s next online move used to be limited to a handful of major companies with huge troves of relevant data and big budgets. Thanks to advancements in generative AI, that is no longer the case.

OpenText, a Waterloo-based information processing provider, helps enterprise customers combine their troves of data with the predictive capabilities of gen AI to offer more personalized services to customers. “When you land on a website, there’s elements that are specific to you that would be different for me, but someone had to do that work, and that creates a barrier. only going to invest in that when it drives enough value, but the new technology is going to lower that barrier,” he explains.

Canadians consent to handing over lots of data to online platforms, whether through accepting terms and conditions or agreeing to a website’s cookie policy, but Mr. Gupta suggests there are limits to what can and should be utilized for training AI models. “Going back to first principles, the responsible use of data — especially PII data — is of paramount importance,” he says. “End users, which we all are, want convenience, but we want convenience with safety.”

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