As machine learning and artificial intelligence evolve and begin to show interesting results, brands are exploring how to apply the technology to their products and services. The goal is simple: improve the customer experience while decreasing customer service costs.

But what does this even look like? With enough information about you, the customer, AI can lead to accurate recommendations. Or it can go a step further and take action on that information and clue you in later. So when should an AI-powered digital product check in before it does something, and when should it take matters into its own hands?

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