Complete the form to unlock this article and enjoy unlimited free access to all PYMNTS content — no additional logins required. The result was a 22% lift in incremental grooming salon bookings and a 13% lift in autoship transactions, according to a case study published by Databricks. PetSmart built the system on Databricks, which holds the retailer’s first-party customer data, and Hightouch, which turns that data into live marketing actions. A marketer’s task shifts from choosing the message to choosing the rules an AI system follows while making that choice automatically, continuously and for each customer individually. For all PYMNTS AI coverage, subscribe to the daily AI Newsletter.