AI Today and What it Means for You

Jennifer Gold Jennifer Gold
minute read
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AI is changing consumer expectations, but are you ready to meet them?

Whether you realize it or not, artificial intelligence (AI) is already a constant in your daily life. You may notice common AI applications like email filters in your inbox, text message auto-corrections, and personally curated music playlists. Or, you may run into more complex and forward-thinking applications of Al, such as Walgreens’ use of facial recognition software for in-store ad targeting.

The common thread is that AI is creating a new level of convenience and efficiency for consumers everywhere, and is doing the same for organizations as well. Now, the question is, are you ready to implement AI into your own business practices?

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The Story Behind AI (and Machine Learning)

Before you answer that question, it’s important that you understand AI on a foundational level. So let’s examine what AI really is and how it must function for you to succeed.

Artificial Intelligence in a Nutshell

Simply put, AI is the simulation of human intelligence by computers. It allows software to learn and make decisions with a human-level intelligence, often more quickly and accurately than its human counterparts — particularly when there are large quantities of data involved.

Take Spotify as an example. Every song or album you listen to is tagged and catalogued into the AI engine by pre-selected criteria (e.g. genre, artist, mood, etc.). With that data, Spotify forms a baseline understanding of your preferences and anticipates your needs in the form of curated playlists, artist recommendations, and even advertisements. The more music you (and those like you) consume, the more the AI engine learns and matures, leading to increasingly accurate outputs.

Machine Learning in a Nutshell

This act of AI learning and maturation is known as machine learning (ML). By continually ingesting new data, algorithms identify new trends and patterns and automatically adjust their predictions and outputs to better reflect the current consumer landscape. However, AI algorithms are only as good as the quality and recency of the data they receive.

Think of the training data you use as the food you put in your own body. A well-rounded and balanced diet of the right foods allows you to look and function like the best version of yourself. Conversely, missed meals, a steady diet of junk food, or consuming too much of any single food will quickly reduce the level at which you operate. Make data quality a priority and it will reflect in your end results.

How AI Impacts Businesses and Consumers

Despite AI’s impact on personalization and the customer experience, only 15% of organizations currently use AI. That said, 31% of organizations see AI as a priority in the coming year, according to Adobe’s 8th Annual Digital Trends Report.

AI and its ability to parse through massive amounts of data to formulate insights is a main driver of this creative renaissance that is occurring within businesses today.
John Watton, Senior Director, Enterprise Marketing, EMEA, Adobe

Businesses should feel that urgency, as consumers are demanding AI-based personalization now. According to a Harris Poll survey, 63% of consumers already expect personalization as a standard of service. Thanks to the success of industry leaders like Amazon, Netflix and Spotify in delivering personalized experiences, other organizations now bear the burden of implementing AI-based solutions that meet consumers’ high expectations.

As a result, the market for AI figures to grow at astronomical levels in the coming years. According to Tractica, the global AI market is projected to grow to $118.6 billion in 2025 (up from $9.5 billion in 2018). Gartner expects this investment to have a massive payoff, creating an estimated $3.9T in business value in 2022 — largely driven by improvements in the customer experience.


AI is a complex beast, but one that can be instrumental to your future if tamed correctly. Just how impactful can this technology be for you? Find out in our next blog.

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