Learning Dynamic Segmentation from the Birds

Static models can’t keep pace with fluid consumer behavior. AI makes it possible to follow dynamic shifts and design for the flock.

When customers move like starlings — and what it means for segmentation

For decades, marketers have relied on segmentation to understand customers. But consumers don’t stay in neat boxes. Behaviors evolve, influences spread, and groups form and dissolve in ways that traditional models can’t predict.

One of the clearest ways to understand this fluidity comes from nature itself — in the mesmerizing patterns of starling murmurations.

You can read a thought-piece I wrote on this topic for MarTech Magazine called When customers move like starlings — and what it means for segmentation.