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2017 Fall Conference Trends in AI Presentation With advances in machine learning and artificial intelligence, it may seem like a brave new world is upon us. While machines haven’t yet taken over the world, voice-powered personal assistants like Siri and Alexa, together with behavioral algorithms that now drive suggestive searches and predictive capabilities, represent only the beginning of how artificial intelligence will play an increasingly prominent role in the future of business. This session will explore how machine learning has improved – and will continue to improve – the customer experience by delivering the right individualized content at precisely the right moment. Dr. Haya Ajjan, Associate Professor of Management Information Systems, Elon University Mike Edwards, Vice President, Amway Dr. Dana Harrison, Assistant Professor of Marketing, East Tennessee State University