Strategising marketing, advertising and sales efforts is no longer a Herculean task for brands and retailers, with many elevating consumer experiences with the help of artificial intelligence, machine learning and big data. Since customers in today’s digital world demand hyper-personalised content and tailored experiences from their favourite brands, several e-tailers are perfecting their moves. “Advanced AI capabilities, that we have only known through science-fiction movies, such as chatbots and virtual shopping assistants, are quite real now, and many online retailers are already using them to serve customers in a better, more interactive manner,” Sudeshna Datta, co-founder and Executive Vice-President, AbsolutData, an analytics firm, told BusinessLine.