Retailers are increasingly adopting machine learning technology to improve customer experience, operational efficiency and reduce fraud. The growth in customer data and advancements in AI have positioned retail as a sector well-suited to benefit from these technologies. Retailers are looking to move beyond traditional segment-based rules analysis towards algorithmic decision-making that enables hyper-personalization at scale. Machine learning can be used to increase customer engagement, optimize in-store operations and reduce fraud by improving transaction security and identifying counterfeit products.