There has been a lot of buzz around artificial intelligence, which uses logic to mimic the human brain. In the advertising space, many shops have created an AI or a cognitive technology division. But for the time being, AI's real impact on various marketing fields seems to be limited. People often use the term AI interchangeably with machine learning, but they are different. AI is the broad concept of teaching machines with data to do things in an efficient way, while machine learning is the technique -- using algorithms to process data, learn from insights and make predictions -- that trains AI, according to agency executives. Machine learning is typically considered as a subset of AI, they said.