Why is prediction essential in digital marketing?

In the store, a good salesperson listens, observes and picks up on the intentions of his or her customers in order to adapt the messaging and offerings according to what’s observed. In a word, it’s essential for making good decisions. But what about online? To what level can the brand’s understanding of visitors claim to meet their needs and better serve them? IA and predictive algorithms usher in a new era. When it’s possible to measure purchase intentions in real time, the brand can customize relationships with each visitor. Customization of the experience then enters into a new dimension and transforms business models and marketers’ jobs.