I've got a question for retailers who have a fear of the unknown: in reality, do they really know everything when it comes to their core operations, from stock levels and price points to distribution volumes and promotions? Most decisions are still largely made on gut feeling or by an individual who believes their experience will always outperform a computer, which in today's technological environment is nonsensical. There's a lot of hype surrounding artificial intelligence (AI), and Gartner research states that the number of enterprises employing AI has grown 270% over the past four years; and yet, many companies are still sceptical about what it means or how it could benefit their business. There is a clear purpose, however: retailers can use AI to illuminate areas of the business that were previously shrouded in uncertainty. When unhindered by human interference or pride, AI and Machine Learning (ML) can clear the fog surrounding the unknown, ensuring that all decisions are made using accurate statistics and data.