Several trends are popping up right now:
- Real-time segmentation: instead of batch updates monthly, AI tools segment customers on live behaviour. In the UK/EU many brands report automating lifecycle segmentation with AI (60%) and creating micro-segments (49%).
- Behaviour + intent data: shopping carts abandoned, return patterns, browsing habits are fed into clustering models rather than just “spent £X in last 6 months”.
- Ethical/regulatory awareness: the EU AI Act and UK data-governance shifts are pushing marketers to ensure transparency in how these segments are created.
- Omnichannel segmentation: across email, web, app, in-store behaviours being fused together.
If you’ve tried any of these (real-time segments, intent clustering, omnichannel) what’s been the most useful change?
