Zero clicks given: will predictive commerce kill off brands?

What’s for dinner tonight? Even if you don’t know yet, Manhattan delivery-only restaurant service Maple might. Their data-powered kitchens use behavioural algorithms to plan the menus, forecast what ingredients to buy and tell the chefs what to cook. All before you’ve even opened their app.
As more digital commerce experiences begin to use data to predict when and why consumers are likely to transact with them next, brands face a new challenge to hold onto consumer dialogu