108 Kellogg Insight Four Ways AI Is Already Improving How Companies Serve Customers How businesses are using these technologies to get the data they need and generate smarter recommendations. Based on insights from Adam Pah FROM SAVVIER CHAT BOTS to automated financial planners, every day seems to bring news of yet another way artificial intelligence is changing how businesses find and serve their customers. But what’s the hype, what’s happening, and where is all this headed? Adam Pah is a clinical associate profes- sor of management and organizations at Kellogg, as well as a researcher at the Northwestern Institute on Complex Systems (NICO). Over the years, Pah has collaborated with a number of organizations as they integrate AI into their operations. Here he highlights some of the most sig - nificant trends in AI that are changing how companies market to customers.