Machine Learning

While AI is the broader concept of machines being able to carry out tasks in a way that we would consider “smart”, Machine Learning (ML) is an application of AI based around the idea that we should just be able to give machines access to data and let them learn for themselves.

Essentially, there is no explicit programming of a specific algorithm in Machine learning. Machine learning is a way of training an algorithm so that it can learn how to make decisions and is categorized into three types:

  • Supervised learning means the desired outcome is already clear and sample data is labelled with the correct answer. The algorithm is then “trained” and, when fed new data, ML delivers results based on past experience.
  • Semi-supervised learning resembles unsupervised learning. No labelled data is provided but results are graded after analysis, which reinforces desired outcomes.
  • Unsupervised learning means the algorithm is not given pre-labelled data with the correct answers. For example, if ML is given to analyze a language over time the algorithm starts detecting patterns by.

Reflektion’s purpose-built AI/ML engine — built on 14 patents — is composed of a set of algorithms that work intimately with the rich customer and product intelligence databases to deliver intelligent personalized experiences across various modules. Reflektion applies machine learning to three broad areas: dataset generation, personalization or re-ranking, and catalog enrichment. The ML engine uses multiple algorithm families spanning Deep Learning, Collaborative Filtering, Clustering, Classification, Approximate Nearest Neighbor and more.

These supervised and unsupervised approaches enable Reflektion to deliver real-time 1:1 personalization at scale to maximize eCommerce revenue — something that static rule or segment based personalization cannot do.


Reflektion’s AI-powered personalization platform listens to the behaviors of each individual shopper, utilizes Artificial Intelligence to calculate their preferences and intent, and then responds to every moment-to-moment interaction by displaying the most relevant content and products in real-time and across the digital touchpoints that matter most—including preview and site search, product recommendations, category and landing pages, and email.

Leading retail brands such as Hanes, Marmot, Skechers, and Ulta rely on Reflektion’s platform.

Founded by pioneers in Artificial Intelligence and awarded both the Best eCommerce Solution and Best Overall Business Technology Solution by SIIA in 2019, Reflektion combines individual shopper insights, product intelligence, and AI to create more relevant and impactful eCommerce experiences.