Smaller companies traditionally were able to differentiate their offering because of a better more flexible and personalized, customer service, matching consumer needs. However, the contextual understanding of consumers' behaviour extracted from the big data and AI systems have allowed bigger companies to match the personalization and care of the smaller companies. This has resulted in shifting the dynamics and in future will allow bigger companies to replicate the flexibility, performance, and customization of smaller companies". Do you agree or disagree with this statement? Critically discuss and justify your rationale. n please send me references to