Methods, systems, apparatuses, devices, and
computer program products are described. A data service may receive a first
user input indicating a first set of entities for training an
artificial intelligence (AI) model for propensity
score-prediction. The data service may receive a second
user input indicating a set of outcome conditions which define what a user would like to predict about a customer (e.g., propensity to purchase). The data service may generate the AI model accordingly, and based on executing the AI model, generate a set of prediction
metrics (propensity scores) for a second set of entities. The data service may store an indication of the AI model for review by a user. When the user approves the AI model and publishes the AI model to the data service, the generated propensity scores may be used to generate a segment of entities of the second set of entities.