Just as generative AI helps marketers and developers boost productivity, CDPs that leverage AI and machine learning (ML) can analyze vast amounts of data to provide actionable insights, identify trends, spot opportunities and risks and automate tasks. AI and ML play a crucial role in merging anonymous and known visitor data, analyzing customer journeys and predicting future trends. They also help identify new and underserved audience segments and optimize the customer journey and content in real-time, saving valuable resources while improving speed and accuracy.