By integrating AI algorithms in app development, you can study user behavior patterns. In fact, it allows developers to make recommendations that will eventually offer a better customer experience and increase sales. As a side note, it is one of the main reasons that force software development companies to implement AI in their business strategy. Machine learning and artificial intelligence help marketers understand users’ choices, preferences, and shopping patterns. For instance, you can analyze different data parameters such as age, location, gender, search patterns, app usage, and a lot more.