There's no arguing that smartphones are firmly entrenched in our everyday lives. In fact, recent Adobe research found that consumers spend the same amount of time sleeping as they do consuming content on their smartphone devices. While phones provide a means of connecting with consumers wherever they are, customers have always been one step ahead of brands. Yet as the adoption of artificial intelligence accelerates, brands may be able to catch up, experts say. AI is making it much easier for them to deliver vastly improved experiences to today's consumers. Frank Palermo, head, Global Technical Solutions Group, Virtusa, has been quoted as saying data has become the new currency of marketing, and marketers now have access to more data than ever. The question comes down to how to harness value from that data.