In the modern maze of countless ecommerce sites and constant increase in competition, providing shoppers with a personalized experience has become a crucial aspect of any positive shopping experience – and customers are noticing. The future of personalization is now turning to one of individualization, where shoppers are offered a one-on-one, intuitive and customized experience. And there is a major difference between the two strategies. Personalization interprets the behaviors and preferences of a wide demographic of shoppers, while individualization stretches this idea one step further by tailoring completely unique experiences to each individual shopper’s habits and preferences. In order to execute functional, individualized shopper experiences, retailers must ensure that cutting edge machine learning technologies are working in harmony with each other.