There’s no shortage of talk around AI (Boardroom discussion of artificial intelligence has increased elevenfold since 2014, according to Bloomberg), but does the technology live up to the hype? Short answer: Yes, but in surprising ways. Instead of the fully-formed digital personalities we’ve come to expect from science fiction, AI application is emerging piece-by-piece with solutions that can impact us with immediacy. Visual recognition, the ability to process spoken and written words, and both learning and logic capabilities are progressing at an incredible rate. Together, these different capabilities can deliver seamless experiences and solve everyday problems at a superhuman scale. The brands that are leading this charge—by both creating and harnessing these new tools—are going to dictate the future with this breakthrough technology.