Machine Learning (ML) vs. Artificial Intelligence (AI) - Crucial Differences

Recently, a report was released regarding the misuse of companies claiming to use artificial intelligence [29] [30] on their products and services. According to the Verge [29], 40% of European startups claiming to use AI don't use the technology. Last year, TechTalks, also stumbled upon such misuse by companies claiming to use machine learning and advanced artificial intelligence to gather and examine thousands of users' data to enhance user experience in their products and services [2] [33]. Unfortunately, there's still much confusion within the public and the media regarding what genuinely is artificial intelligence [44] and what exactly is machine learning [18]. Often the terms are being used as synonyms.