Artificial intelligence (AI) has been the stuff of science fiction for decades, yet technology is finally bringing intelligent computer systems to life. While Elon Musk has warned that AI could create immortal dictators, companies around the world have been deploying AI to improve customer experience and streamline business practices for years. When it comes to how to use these new technologies, it's important to think beyond just machine learning vs artificial intelligence and understand how they can work together. While often used synonymously with AI, machine learning is actually a subset of AI technology, describing the process by which systems grow beyond core programming to expand toward intelligence. Though people often use artificial intelligence and machine learning interchangeably, there are important differences between the two – especially when building customer experiences.