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Opinions expressed by Entrepreneur contributors are their own. Market leaders such as Amazon, eBay and Netflix are using artificial intelligence (AI) to take their customer experience to a whole new level. Meanwhile, many small-business owners still believe their web sites' live chat will be enough to serve potential buyers. AI has changed online commerce by enabling brands to make sense of their data and put it to good use with smarter algorithms. In this age of conversational commerce, artificial intelligence is critical to providing a personalized experience.