A couple of years ago, there was a joke doing the rounds at technology conferences that AI in business is like teenagers and sex: everyone talks about it, but few actually get it. Is the ribald witticism outdated in 2019? Or has the increased hype enveloping AI that it will magically solve most business problems only further confused executives? So much so they are not engaging with AI's myriad technologies or are left clumsily fumbling with algorithms that fail to perform, while cannier rivals score big. Moreover, has the crucial point that AI in business is best utilised as a means of achieving very specific, narrow-focused objectives, and is not an end point in itself, been obscured by the sheer volume of misleading buzz?