Yes, AI can automatically segment customers in 2026, primarily through machine learning algorithms within marketing platforms that analyse customer data to identify distinct groups based on shared characteristics and behaviours.
As of December 2025, platforms like HubSpot, Salesforce Marketing Cloud, and Klaviyo – all available to Australian businesses – now include AI-powered segmentation features. These systems utilise clustering algorithms, often based on RFM (Recency, Frequency, Monetary value) analysis, alongside behavioural data like website activity, email engagement, and purchase history. In 2026, these platforms are expected to further refine segmentation using predictive analytics, forecasting future customer behaviour to create ‘propensity’ segments (e.g., propensity to purchase, churn risk). Data privacy is a key consideration; Australian businesses must ensure compliance with the Privacy Act 1988 and the Australian Privacy Principles when using these tools. Some platforms offer data residency options within Australia to address these concerns. Currently, the cost of these platforms varies significantly, from several hundred to thousands of dollars per month, depending on the features and data volume. Updates announced for 2027 include integration with first-party data collection tools to enhance segmentation accuracy.
Essentially, these AI systems automatically group customers based on patterns identified within their data, allowing for more targeted marketing efforts.
