Machine learning Machine learning is essential for mass personalization: it makes sense of all the data companies are collecting. Companies have access to so much data that they cannot process it manually or rely on rule-based logic; instead, they must turn to machine learning. 3 Adobe Target, for example, is a software tool that helps users personalize their content to customers. Machine learning algorithms automatically identify relationships between data and then learn the best experience and content to present to the customer, based on that data. The self-learning capability means it does not need to be programmed by a person, which speeds up the process and allows it to be deployed at scale. Security and privacy If mass personalization is built upon customer data, then security and privacy are the foundations. Customers want personalization, but only if it is delivered to them securely; without it, customer trust – a priceless commodity – will be lost, and they may be more reluctant to share their data in future. Security technologies should therefore be paramount in businesses’ mass personalization strategies. 3 Adobe, Test and optimise digital experiences — every time, with Adobe Target, accessed October 28, 2019, https://www.adobe.com/uk/marketing/target.html 8