Artificial intelligence is no longer on the sidelines of the business world, restricted to exploratory projects or in-house experiments affecting only a small aspect of operations. It's now a force to be reckoned with, and it's one that is increasingly powering customer experience solutions for companies across a wide range of industries. In fact, a recent report based on the responses of nearly 600 customer experience executives revealed that 86% expected to use AI to customize every product or service offered by their organization within the next 5 years. That's a staggering revelation when it comes to personalizing customer relationships, and it poses the question: what might that look like moving forward? Artificial intelligence is a versatile tool that can have more than one impact within a given organization.