A couple of years ago, artificial intelligence was only seen in sci-fi movies. Today, it has become a tool without which most companies cannot imagine their daily work. AI has penetrated many industries, from chatbots to product selection algorithms. Let's take a look at the numbers. According to a recent McKinsey report, in 2025, 78% of companies are actively using AI in at least one business function. By comparison, in 2023, there were only 55% of such companies. The numbers speak for themselves, don't they? However, along with the opportunities come some tough questions. For example, are people willing to sacrifice privacy for comfort? Let’s explore these questions and look at Soft2Bet as an example of a company successfully implementing AI.
You use artificial intelligence more often than you think. Do you open Spotify and immediately get a selection of songs? That's AI!
Algorithms are used to personalize content to make the user experience as interesting as possible. The system analyzes customers' interests and offers them exactly what meets their needs and expectations.
But the scope of application of AI is much broader:
Given these capabilities, the real question isn't whether we will use AI but how.
Like any technology, artificial intelligence has a number of advantages and disadvantages. Of course, it contributes to the development of business, but ethical concerns raise questions about the appropriateness of its use. The biggest criticism of AI comes from people who know how it learns. Let us explain how it works. Today, language models and algorithms (what we call AI) consume billions of books, web pages, videos, and other types/forms of content. However, in our world, copyright law exists to protect all authors from unlawful copying. It makes sense to ask: have developers obtained permission to train their AI on all this content? Okay, let's assume we find an answer to the previous question. But here's another one. Can customers trust that companies will use artificial intelligence responsibly with their personal data? Can AI be used to track a user's actions if they have not consented to the collection of personal data? This is very thin ice, where one mistake can have serious consequences. However, answers to all these questions are slowly emerging. Mostly from major regulatory bodies around the world. They are introducing tighter controls that aim to keep users and content creators safe from the misuse of artificial intelligence. There is still a lot of work to do, but as Chinese wisdom says, the road of a thousand li begins with a single step. We are confident that at the end of the day, we will arrive at a situation where companies that want to develop with AI will be bound by strict ethical standards. This will be a win for all of us as users and for businesses that take social responsibility and enhance reputation. Next, we'll look at examples of companies that have already started the journey in the right direction.
Imagine that you visit a website, and everything there seems to be created for you personally: the products you like, the movies you've wanted to watch for a long time, and even your favorite music playing in the background. Magic? No, personalization based on artificial intelligence. Personalization is one of the top business trends for 2025. Companies are increasingly abandoning the one-size-fits-all approach and focusing on individual user preferences. Why? Because it's simply profitable. According to a recent report by IoT Analytics, the global generative AI market in 2024 has already surpassed $25.6 billion and continues to grow rapidly. Businesses are actively integrating AI to personalize customer interactions and, as a result, increase sales.
Soft2Bet is a good example. The company uses AI capabilities to analyze large amounts of data on customer behavior. With the help of machine learning, the system studies the preferences and habits of users in order to select in real time the content that will be most interesting to each individual. Moreover, Soft2Bet strictly follows GDPR regulations, so the user can always opt out of having their data collected. This makes the service convenient, safe, and efficient. In fact, such technologies have already become a necessity. According to McKinsey, in 2025, 71% of organizations will regularly use AI in at least one of their business functions. That's a marked increase from 65% a year earlier. And if a company wants to stay on the cutting edge of competition, it must keep up with this trend. Still, it raises the question: how do you use AI ethically and not violate privacy? The answer is simple. Comply with regulations and make the process transparent. The clearer it is to the user how their data is used, the more trust they have in the company. In this way, AI-powered personalization is helping businesses reach their full potential. Companies that bet on artificial intelligence today will take the lead in the market tomorrow.
Have you thought already about how personalization could change your business?
