Of the three forces of AI in marketing, algorithms, network, data. Here we're going to focus on data and the advantage it provides businesses. Now networks can access a lot of data about their customers and their preferences. How can networks use all this data to underpin their business models? How can they use data to create value for customers? How can data inform their monetization strategy? How can data drive the processes they use to deliver value to customers? How can they use data to acquire and develop new capabilities that is, allowing them to deliver value to customers in a unique way? To do all this, of course, customers need to be retained on the platform. If a business can put together all of these moving parts together using data and algorithms and keep customers on their platform for long periods, they can enjoy sustainable competitive advantage. For all these great reasons, a lot of companies like Netflix and Stitch Fix use data-driven business models. Let's find out the secret behind all the success that companies like Netflix and Stitch Fix have from using data-driven business models. I'm reading this article about Stitch Fix, this amazing new technology company that takes your preferences for clothing and then sends you a box of clothing every three months or so. It's interesting about the company is that they use all this data that you enter into the computer about your clothing preferences and then an algorithm process all this information and then also recommends clothing to you and a personal shopper. They're using data to augment the personal shopper. Also provides you with some cool new outfits that you may not have considered before but fit with your consumer preferences. I'm really interested in trying this out. Maybe my wardrobe will improve a bit too. Let's go check out their website and see what they have. I've logged into the website and I filled in my profiles here. I have put in information like my height, my weight, preferences for different colors of shirts, finishes, do I like jeans? Do I like casual? All the information, even my sneakers, what kind of shoes I like. I'm putting all of this in. Then they have this very interesting thing called Style Shuffle, where they keep showing you some pictures of clothes and ask whether you like it or not. You can give it a thumbs up if you like it, thumbs down if you don't. This shirt, yeah, thumbs up. The pant is a little too much, thumbs down. Then it processes all of this and says do I want to still keep rating? Yeah. Shirt? Yes. Yes. Yes. I can keep going. But you get the point. They get all this information about our preferences, it feeds information to the personal shopper and the algorithm. Somehow the two get together, the personal shopper and the algorithm, and you get a box of new clothes. Voila. I can't wait to see this new box of clothes coming and see what Stitch Fix has to offer.