It's one thing to know whether an individual customer is intrigued by a new mattress or considering a replacement for their sofa's throw pillows; it's another to know to how to move these people to go ahead and make a purchase. When deployed strategically, artificial intelligence (AI) can be a marketer's trusted customer experience ally--transforming customer data into actionable insights and creating new opportunities for personalization at scale. On the other hand, when AI is viewed as merely a quick fix, its haphazard deployment at best can amount to a missed opportunity and at worse undermine trust with an organization's customers. This phenomenon is not unique to AI. In today's fast-moving digital economy, it's not uncommon for performance and results to lag behind expectations.