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Peter McLachlan says he’s always excited when there’s a new wave to catch on the tech front.

“We saw the mobile wave coming a decade ago. When the storm hit around 2009 with the iPhone 3G announcement, we were already there with a product ready to go,” says the chief product officer for Mobify, a mobile customer engagement solution provider in Vancouver.

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Fast forward a few years and Mobify is riding the AI wave. “AI is a really interesting wave,” he says. “It’s not like they haven’t been working on AI and machine learning for 40 years. But it has always been this dream that didn’t materialize. People often talked about the AI winter. Now it’s starting to thaw. The tools are finally making their way out of labs for general use.”

AI will help in Mobify’s ability to monitor customer behaviour patterns and use predictive analytics to build their customers’ marketing strategies. “The reality is individual differences are a lot bigger than any traditional statistical means of classification,” he explains. “If you can actually learn based on someone’s behaviour, you have a much better idea of what would be of interest to them.”