AI is a technology that triggers many changes in many areas of life in recent years. In the e-commerce industry, it allows for an in-depth analysis of consumers' preferences and behaviours, which in turn may be used by online shops to personalise communication with customers or automate sales processes. Can artificial intelligence really match the human intellect?

To find the answer to the above question, we must first understand what AI really is. Artificial intelligence is, to put it simply, an algorithm created to imitate human behaviour. The operation of algorithms learning from previous results is always predictable. At the same time, their work is also faster, and thus – more efficient than the one performed by a human. The intensive development of computer science and electronics favours the work on artificial intelligence – so it's no wonder that this is a stepping stone into our everyday life.

There is no doubt that artificial intelligence plays a crucial role in the development of science and technology. With the help of AI systems, we can diagnose diseases, control vehicles or respond to the individual needs of consumers. Wherever it comes to the analysis of large data sets, computers have a significant advantage over people.

They do not get tired or distract, and thanks to machine learning, they work efficiently and effectively. However, while it is difficult to deny machines speed and reliability, creativity and intuition are still the features reserved exclusively for people.

Despite the fact that the machines are smart and hard-working, they are only programmed to perform specific activities, consistent with the accepted patterns. Training to improve specific algorithms makes them more accurately recognise the presented images, predict failures or interpret data about consumers. However, they cannot cope with human feelings, the flexibility of thinking and problem solving, or the ability to capture the nuances of a given situation.

The algorithms cannot independently change the scope of their own actions, and their work is fully defined from the outside. For example, artificial intelligence cannot exist without a human being whose goal is to provide high-quality data, supervise the operations performed, and anticipate the effects of the algorithms.

It is the human's duty to control not only the effectiveness of the operation but also its compliance with ethical principles. All this is to minimise the main threats related to artificial intelligence – cyber-attacks, the danger of capturing private data or making erroneous decisions by machines.