We may not give it a lot of thought, but artificial intelligence is already part of our daily lives in a number of ways. When it works well, it makes our life slightly easier – from trying to anticipate our needs (e.g. Amazon's suggested products or Netflix's recommended shows) to preventing us from being victims of fraud (e.g. As a result, our experiences as consumers and humans becomes more seamless and pleasant. It doesn't take long to get used to this, to the point that some of us are now starting to expect a certain level of personalisation prompted by artificial intelligence systems in our interactions with brands in the B2C space.