Artificial intelligence, combined with Automation, has an incredible ability to simplify and perform tasks like ordering, searching and reporting. But deployed in the wrong way, it has the potential to damage the customer experience. In this article: David Pattman, Innovation Director, Webhelp, looks at future of AI and the untapped potential for it augment human performance. Across the Globe, Artificial Intelligence (AI) is becoming a seamless part of every significant system. Digital world leader Estonia is bringing AI systems into their courts, whilst in the US, organisations like the Air Force, Social Security and the Environmental Protection Agency are already using AI and machine learning algorithms to improve performance.

That is according to Hugo Pinto, an innovation director at IBM Interactive Experiences, who works with IBM's Watson group. Watson is IBM's "supercomputer", an artificially intelligent system which can answer natural language queries. It is currently involved in industries ranging from cybersecurity to medicine to marketing. There is some fear it will eventually replace some white collar professions. Speaking at the launch of Warc's 2017 digital toolkit for marketers, Pinto likened AI to the wheel.