Developing personas is a great start to putting yourself in your customer’s shoes. But in today’s world of e-commerce, you could fail to adapt the experience during those unpredictable, emotional moments your shopper lives in. Personas can’t capture the unexpected journey customers take when they shop online. Fortifying your technology with deep learning and machine learning can help improve the customer experience in real-time, especially when they deviate from the script, writes, Diane Burley, VP of Content, Lucidworks.