When it comes to artificial intelligence, machine learning is retailers go-to AI use across all business types, according to Capgemini. Artificial intelligence is an umbrella term, encompassing a wide variety of automated technologies. Machine learning refers to the process of building a system where a user can feed it new information and it can process that information based on previous data the machine has received, making decisions and taking actions without being explicitly programmed to do so. The study also found that retailers are primarily using AI for consumer-facing projects. Seventy-four percent of AI use cases are for customer-facing projects, while only 16 percent are dedicated to operations.