Adaptive Machine learning has been in use in its crude forms for many years now. The spell-checkers are a classic example of this technology. In recent times, adaptive machine learning has grown in demand among the marketing fraternity with increasing spend over digital platforms. Also, the availability of vast amounts of data pertaining to a prospect or a customer is now more readily available. This big data when churned through a machine learning algorithm creates meaningful and proactive marketing decisions and communications pertinent to the customer's wants.