Predictive marketing lets marketers adjust to customers' next actions and experiment with personalised experiences, with the confidence that their content will be more contextually relevant: that is, delivered via the channel, time, and medium which suits the customer most. Naturally, this can improve the customer relationship. For many of today’s digital marketers, AI is used to augment marketing teams or to perform more tactical tasks that require less human nuance - these Personalisation tasks include optimisations of who and what including suggestions and targeting