Consumers may be starting to warm to using voice technology to make purchases. One in four U.S. online adults are likely to make a purchase using voice technology in the next year.

While Lego is noted for its iconic Lego brick, the toy giant is now tapping into artificial intelligence to better guide shoppers for the coming holiday season. Driven by IBM's new Watson Ads Omni, Lego customers will be able to start a conversation with an AI-powered Lego ad.

The most effective ways to use artificial intelligence in business may be less about increasing sales and more about improving customer engagement and loyalty.