As with any new disruptive technology that is moving it's way up the hype cycle, Artificial Intelligence won't be uniformly adopted. It will be a better fit in certain sectors and for businesses of a particular type. "The future has arrived -- it's just not evenly distributed yet." This new research from the McKinsey Global Institute is useful since it looks specifically about how AI and Machine Learning will generate value in the future. One finding, which mirrors our advice for marketers is that businesses should focus on using machine learning applications to support the marketing and sales process and acquire skills where needed in this area.