Yes, AI can predict customer behaviour in Australia by analysing historical and real-time data to identify patterns and forecast future actions. This is primarily achieved through machine learning algorithms within marketing platforms, focusing on probabilistic modelling rather than definitive prediction.
As of December 2025, platforms like Salesforce Marketing Cloud, Adobe Experience Cloud, and increasingly, locally-developed solutions such as Attentive, now include AI-powered features. These systems ingest data from multiple sources – website activity (tracked via compliant cookies adhering to Australia’s Privacy Act 1988), customer relationship management (CRM) systems, email marketing interactions, and even publicly available demographic data. The AI then builds predictive models based on this data. For example, a ‘churn prediction’ model might assign a probability score to each customer indicating their likelihood of ceasing business within a defined timeframe. Currently, these models often leverage techniques like regression analysis, decision trees, and neural networks. In 2026, we’re seeing increased integration with first-party data strategies, driven by the phasing out of third-party cookies. Adobe announced in late 2025 that its Australian data centres will support enhanced AI processing speeds for local businesses. These platforms typically operate on a subscription basis, with pricing scaled to data volume and feature access.
Ultimately, these AI systems function by identifying statistical correlations within data to estimate the probability of future customer actions, providing insights into potential behaviours.
