Artificial intelligence and its applications have made a significant impact on nearly every industry. Defined as a technique enabling machines to mimic human behaviour, brands are using AI to automate processes at an increasing rate. We see this at many points of brand interaction – site suggestions on our search engine, lane assistance in passenger vehicles, and app troubleshooting, to name a few. It has been around for almost 50 years, learning constantly, almost on a daily basis. As we evolve and become more efficient, and artificial intelligence learns to better emulate human intelligence, businesses benefit from increased process and operational efficiencies.