Why is artificial intelligence (AI) the differenceiator in today's experience market?

Everyone is looking for a more intuitive, personalized experience in everything we do. The best user experiences feel effortless, providing instant recommendations that give us what we need without forcing us to spend valuable time deciding on our preferences. Think of any light-touch, data-rich experience leading you to where you need to go, offering you something you did not anticipate or assisting you with the solution you were looking for. Although everyone is familiar with the experience, not all understand what goes behind the scenes to make it possible: artificial intelligence (AI). Artificial intelligence is the fuel that gives life to extraordinary user experiences.