Commerce organizations today have a unique opportunity. On one hand, they are challenged with innovating frequently and effectively to outpace competition and build deeper customer relationships. On the other, they have more tools to overcome those challenges than ever before. For example, until the recent past, companies would have typically had to use many data scientists to determine the right content the maximizes conversion rates for each audience. Today, the can use machine learning capabilities within a modern commerce platform to do this analysis automatically (and regularly) to optimize content to drive conversion. This also allows thiose data scientists to use their time on other activities that help drive innovation.