We are in an age where users indulge in online engagements across multiple businesses over various contexts. The user intents learned, are by and large used to inject cross selling and up selling of products, through the allotted ad spaces.

Learning a behavior and deriving recommendations can have larger margins of error, as a majority of the engagements online may not be those that significantly influence business outcomes. Also the behavior of the user on a media platform interacting with a commerce platform varies significantly. Hence deriving the business-influencing context from a larger set of behavioral traits becomes a major challenge. Most of the AI engines will have a “knowing” as well as a “learning” phase.

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