We are living through a new industrial revolution in which artificial intelligence (AI) and machine learning (ML) permeate all industries and sectors of our economy, enhancing the impact and value of businesses worldwide. The UK has acknowledged this, and consequently is heavily investing in these technologies. But despite numerous successes, there have also been many failed AI projects that simply did not provide the expected return on investment. In many cases, the reasons for these failures are mismatched expectations and the overselling of AI's capabilities. Businesses must be better informed and trained to understand the limitations and expectations of what can be achieved when harnessing AI to solve their problems.