Customer segmentation has long been a cornerstone of marketing campaigns, giving enterprises a way to partition their customer bases and plan interactions with them. However, in light of growing customer expectations for personalized experiences and the availability of AI technologies to enable smarter insights about these customers, it’s time for business leaders to adopt smarter segmentation, This report identifies and explores the differences between two types of segmentation — customer and consumer — and why companies should eschew traditional methods in favor of a more personalized approach.