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Machine learning technologies have literally blown up the tech world in recent years. Artificial intelligence solutions are used everywhere, from music listening applications to process optimization for logistics companies. ML is especially often used in e-com, because it was there that the technology showed practical growth in companies' revenue. I recommend that you read the article customer churn prediction using machine learning https://fayrix.com/blog/customer-churn-prediction-benefits . The point is that customer churn is a tricky issue for B2C telcos because the target market is huge, consumers have multiple choices, and there are few competitive offerings.