Key factors to consider
Not to cheet me
A culture of continuous "user driven reinvention through innovation" is also a marker of the successful retailer so delivering innovation as a service to the business and your consumers will be mission critical
Behaviour as a Weapon
That’s one of the key revelations of the Cambridge Analytica scandal. The UK and USA Military considered these behavioural algorithms as Weapons Grade Technology. So are facebook Google and the rest.
A lot of the technology is being used in different applications across the retail experience but ultimately you are be pointing a behavioural gun at your customers and how you choose to use it will be one of the elements that define your customer relationships. IT will have to do more to understand this aspect of the technology and services...because IT will be the responcible department in terms of compliance.