As more companies embed artificial intelligence in their products, services, processes, and decision-making, the definition of what AI is and where it can be most effectively applied is evolving as rapidly as the techniques themselves. What started out as algorithms used to determine loans, select new hires, and empower chatbots (with mixed success), is now deeply embedded and used in everything from predicting climate risks to picking sales leads. The question is no longer if a company should use AI — but where it brings the greatest competitive advantage.