The Role of Machine Learning in the Evolution of Customer Segments

I think there is a certain amount of creativity involved in that and also some bravery on the side of businesses to be able to go okay let's set up this lab so it can close environment, throw our kind of stubbed customer data in or whatever data they have access to. And then seeing where the chips fall when you pass it through whatever, you know, analytics system you're employing and using has been really fascinating. We've had businesses that have started to see new customer segments or new portfolio types emerging patterns and behaviors,. human behaviors that you only get from a larrying machine sort of objectively to look at data.