# The Evolution of Kit: Automating Marketing Using Machine Learning

DevFeed: [The Evolution of Kit: Automating Marketing Using Machine Learning](<https://devfeed.tech/articles/the-evolution-of-kit-automating-marketing-using-machine-learning-1383.md>)

Original publisher: [Read original article](<https://shopify.engineering/evolution-kit-automating-marketing-machine-learning>)

Author: Vincent Chio

Published: 2020-03-04T14:30:00Z

Content type: article

Language: en

Sources: [Shopify Engineering](<https://devfeed.tech/sources/shopify-engineering.md>), [Shopify Engineering - Shopify Engineering](<https://devfeed.tech/sources/shopify-engineering-shopify-engineering.md>)

Topics: [Shopify](<https://devfeed.tech/topics/shopify.md>), [Automation](<https://devfeed.tech/topics/automation.md>), [Machine Learning & Artificial Intelligence](<https://devfeed.tech/topics/machine-learning-artificial-intelligence.md>), [App](<https://devfeed.tech/topics/app.md>), [User Experience](<https://devfeed.tech/topics/user-experience.md>), [Messaging](<https://devfeed.tech/topics/messaging.md>), [recommendation systems](<https://devfeed.tech/topics/recommendation-systems.md>)

Tags: [automation](<https://devfeed.tech/tags/automation.md>), [engineering](<https://devfeed.tech/tags/engineering.md>), [messaging](<https://devfeed.tech/tags/messaging.md>), [recommendations](<https://devfeed.tech/tags/recommendations.md>), [shopify](<https://devfeed.tech/tags/shopify.md>), [user-experience](<https://devfeed.tech/tags/user-experience.md>)

## AI overview

This Shopify Engineering article describes Kit, a virtual employee that helps business owners create Instagram and Facebook ads, automate email marketing, and use app integrations. It outlines the team's decision to evolve Kit from a rule-based system into an artificially intelligent assistant that uses information about products, visitors, and customers to recommend marketing actions. The available text also explains how heuristic rules simplify ad creation by reducing the required choices to products and budget.

## Source excerpt

I'll talk about the engineering decision my team made to transform Kit from a rule based system to an artificially-intelligent assistant.