What is the difference between AI vs machine learning? AI describes technologies that enable machines to rival and even exceed human intelligence, such as problem-solving and decision-making. Machine learning is a subset of AI focused on developing algorithms that learn from data to generate outputs — ranging from single decisions (like classifying an email as spam) to complex structured content (like generating images, audio or complete sentences). Demo AI
Things to know about AI vs machine learning
What is AI? What is machine learning? What are the similarities between AI and machine learning? What are some important differences between AI and Machine learning? How are AI and ML connected? What are the benefits of using AI and ML together? What are the capabilities of AI and machine learning? What are other applications of AI and ML in business? Leverage AI and machine learning with ServiceNow

Artificial intelligence is quickly becoming the defining technology of the decade, revolutionising fields as diverse as agriculture, healthcare, education, transportation and even entertainment. As such, AI has become a major topic of interest, captivating both the public's imagination and the attention of industry leaders. Yet, while many people associate AI with tools like generative AI—such as OpenAI's ChatGPT or Midjourney's image generation—AI as a concept is much broader, encompassing any technology that enables machines to mimic human intelligence.

Within this expanding field of technology, machine learning (ML) is a vital subset. The terms AI and ML are frequently used interchangeably, but ML refers to a distinct approach within AI, focused on learning from data.

Expand All Collapse All What is AI?

First, it is important to recognise that AI is an umbrella term; it describes a broad concept that includes any theory, technology or technique that exists to allow machines to mimic aspects of human intelligence (such as decision-making, problem-solving, learning, perception etc.). By leveraging vast amounts of data, computational power and sophisticated algorithms, AI systems can identify patterns and make informed decisions with minimal human intervention.

Modern AI encompasses a range of approaches, from traditional rule-based systems, like hand-coded decision trees and genetic algorithms, to advanced machine learning models that continuously learn from data. While many modern AI applications focus on data-driven learning, not all AI requires it; some approaches, such as operations research algorithms for scheduling and pricing, can also be considered AI despite not relying on machine learning.

The key distinction in modern AI often lies in the ability to learn and adapt, a hallmark of machine learning technologies.

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What is machine learning?

Given that 'artificial intelligence' is such an inclusive term, it should be no surprise that machine learning is included in the definition of AI. In fact, ML is a subset of AI, a support technology that focuses on developing algorithms capable of learning from and making predictions based on data. Unlike traditional rule-based systems, ML algorithms identify patterns in large datasets and improve their performance over time (ideally without human correction). This capability allows machines to become more intelligent and autonomous as they process more data.  

Using historical data, ML models can make accurate predictions and provide actionable insights, thereby driving efficiency and innovation across various industries. 

What are the similarities between AI and machine learning?

Artificial intelligence and machine learning share several key characteristics, despite being distinct terms that reference different aspects of intelligent technologies. Among the most important similarities are: 

  • Both rely on data 
    Both AI and ML systems require substantial amounts of data to function effectively, using this data to generate complex outputs and make informed decisions.
  • Both are disciplines within the field of computer science
    AI and ML are branches of computer science focused on creating systems that can analyse and interpret data in complex ways.
  • Both employ human-like problem solving
    AI and ML are designed to tackle tasks that usually require human intelligence, such as decision-making, pattern recognition and learning from experience.
  • Both have applications in essentially every industry
    AI and ML technologies are used across various sectors, including healthcare, finance, agriculture and entertainment, to drive innovation and efficiency. 
What are some important differences between AI and Machine learning?

AI and ML have a lot in common, so it's no wonder that they are so often grouped together as a single concept. Still, while AI and ML are closely related, there are several noteworthy differences that distinguish them from one another: 

  • They have different primary objectives
    AI aims to create systems that perform tasks requiring human intelligence, such as decision-making and problem-solving. ML supports AI by focusing specifically on developing algorithms that allow intelligent systems to learn from data to make predictions or decisions.
  • They have a different scope of responsibility 
    AI aims to create systems that can simulate human-like intelligence and behaviour, encompassing any approach that achieves this goal. ML focuses specifically on developing algorithms that learn and improve from data. While some AI applications like natural language processing, AI automation and predictive analytics can be built using ML techniques, they can also be implemented using non-ML approaches, depending on the solution needed.
  • They employ different methods 
    AI uses diverse techniques like rule-based systems, genetic algorithms and neural networks to approach the simulation of human intelligence from various angles. ML always involves data. ML methods are categorised into supervised, unsupervised and reinforcement learning, and all involve subtle variation on how models are trained on available data.
  • They are implemented in different ways 
    AI can involve complex systems integrating a range of technologies, often accessed through application programming interfaces (APIs). Often, it takes years of research and vast amounts of resources to develop and implement an AI solution, which is why users generally prefer to work instead with pre-built options. ML requires less problem-specific engineering and reduces the need for hard-coding specialised solutions, instead relying on the data which introduces its own complexity in gathering, preparing and maintaining quality datasets.
  • They have different data requirements 
    While ML systems are inherently dependent on data for training models, with their effectiveness directly tied to the quantity and quality of training data, AI systems can be built with or without data. Some AI approaches, like rule-based systems and genetic algorithms, can function purely through programmed logic and evolutionary computation without requiring training data. When AI systems do use data, it's often for optimisation and refinement rather than being fundamental to their core operation. In ML, however, diverse and comprehensive datasets are essential since the model's ability to learn patterns and make accurate predictions relies entirely on the data it's trained on.
How are AI and ML connected?

As previously addressed, ML serves as a critical subset within the broader scope of AI. AI encompasses a wide range of technologies and techniques designed to create systems capable of performing tasks that typically require human intelligence, while ML specifically focuses on developing algorithms that enable machines to learn, identify patterns in data and make predictions or decisions without being explicitly programmed for each new task. In other words, machine learning makes it possible for AI tools to evolve. 

Another way to look at this connection is to recognise that AI provides the overarching framework and goals for creating intelligent behaviour, while ML offers the tools and methods to achieve these goals through data-driven learning. For example, an AI system designed for language translation uses ML algorithms to improve its accuracy by learning from large datasets of multilingual text. 

ML's capability to process and learn from vast amounts of data enhances the adaptability and functionality of AI systems. Techniques such as neural networks and deep learning, which are themselves subsets of ML, grant AI the power to complete ever more complex and nuanced tasks with greater efficiency and accuracy. Generative AI (GenAI) is a relatively new application of machine learning in AI, employing algorithms that allow GenAI tools to discover patterns they can then use to generate new content in the form of images, text, videos and more.

What are the benefits of using AI and ML together?
The connection between AI and ML creates a unique opportunity for organisations interested in getting the most out of their approach to digital transformation. Combining these technologies allows businesses to harness their full potential, creating systems that are more powerful and efficient than those relying on either technology alone. This constructive collaboration creates clear benefits across various business functions, including:
Enhanced data analysis and insights

Combining these technologies allows organisations to analyse and activate a broader range of structured and unstructured data sources. This integration improves the depth and accuracy of data analysis, enabling businesses to extract more meaningful insights to drive strategy and innovation. In the insurance industry, for instance, AI can process and interpret large datasets, while ML algorithms identify patterns and trends to improve risk assessment.
Improved decision-making

By applying predictive analyses and insights into business applications and reporting, AI and ML work together to reduce human error and accelerate data processing. The result is that employees can make more informed decisions faster. In healthcare, AI and ML can analyse patient data to predict health outcomes and suggest personalised treatment plans, assisting healthcare providers and allowing them to serve more patients at once.
Increased operational efficiency

Combining AI and ML technologies make it possible to automate routine processes, which free up human resources to direct their efforts towards more complex or strategic tasks. In manufacturing, AI and ML have demonstrated their proficiency in optimising production schedules, predicting equipment maintenance needs and improving quality control, leading to reduced downtime and enhanced productivity.
Enhanced customer experience

Intelligent technologies also hold a valued place in customer service and support. Automated chatbots, personalised recommendations and real-time support systems powered by AI and ML enhance customer satisfaction by providing timely and relevant responses to customer queries. Retailers use these technologies to tailor product recommendations and personalise their marketing efforts, improving customer engagement.
Advanced predictive capabilities

The integration of AI and ML enhances predictive capabilities across industries. Financial institutions, for example, use these technologies for fraud detection, risk assessment and automated trading. By analysing historical data and identifying patterns, AI and ML can predict market trends and anomalies, helping businesses mitigate risks and capitalise on opportunities as they arise.
What are the capabilities of AI and machine learning?

Despite their relative infancy, AI and ML are powerful technologies that have already demonstrated their value. The following are capabilities made possible by integrating AI and ML into unified solutions:

  • Predictive analytics 
    This empowers organisations to forecast trends and behaviours by analysing historical data to discover cause-and-effect relationships. It helps businesses make informed decisions and anticipate future outcomes
  • Speech recognition and natural language understanding 
    AI and ML systems can identify and process spoken language and understand written or spoken text. This capability is crucial for virtual assistants, AI chatbots and voice-controlled applications.
  • Sentiment analysis 
    AI and ML can analyse text data to determine the sentiment being expressed, categorising it as positive, negative or neutral. This is useful for gauging customer opinions and improving customer service.
  • Recommendation engines 
    These systems analyse user data to suggest products or content that users might be interested in. They enhance user experience and drive engagement in platforms like e-commerce sites and streaming services.
  • Image and video processing 
    AI and ML can recognise and interpret objects, faces and activities in images and videos. This capability is used in various applications, including security and content moderation.
  • Automation 
    AI and ML automate routine tasks, increasing efficiency and improving human productivity. This is applicable in industries like manufacturing, where it optimises production processes and predictive maintenance.
  • Fraud detection 
    These technologies are employed to identify unusual patterns and activities that may indicate fraudulent behaviour. This is essential in industries such as finance and e-commerce (among others) to protect against fraud and ensure transaction security.
  • Enhanced data analysis 
    AI and ML allow organisations to extract valuable insights more effectively. This has the potential to support strategic decision-making and drive innovation across essentially every sector.
Capabilities of AI and machine learning
What are other applications of AI and ML in business?

The applications of AI and ML in business are vast and continually expanding, transforming industries by improving efficiency, accuracy and customer experiences. Here are some key ways that today's organisations are putting these technologies to work:

  • Banking 
    AI and ML improve fraud detection by analysing transaction patterns and identifying anomalies. They also streamline customer service through chatbots and automate risk assessment and credit scoring.
  • Retail and eCommerce 
    These technologies personalise shopping experiences through recommendation engines, while also optimising inventory management and enhancing customer service through the use of virtual assistants.
  • Financial services 
    AI and ML enable predictive analytics for market trends, automated trading systems and accurate fraud detection.
  • Healthcare 
    AI assists in diagnostics by analysing medical images, predicting patient outcomes and providing personalised treatment plans. ML helps in managing patient records and predicting disease outbreaks.
  • Telecommunications 
    AI and ML enhance network optimisation, predictive maintenance and customer service automation, improving overall operational efficiency.
  • Supply chain management 
    These technologies optimise logistics, predict demand and manage inventory, reducing costs while also improving delivery times.
  • Manufacturing 
    AI and ML automate quality control, predictive maintenance and production scheduling, optimising productivity and minimising equipment downtime.
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Leverage AI and machine learning with ServiceNow

Artificial intelligence and machine learning are distinct concepts, but they are also intrinsically connected. Businesses benefit most when these technologies are used together, as they complement each other in enhancing efficiency, decision-making, customer experiences and so much more.

ServiceNow stands out as the leading provider of AI solutions for businesses. Integrating AI and ML into its award-winning Now Platform®, ServiceNow empowers organisations with the advanced solutions they need to automate workflows, optimise operations and gain deeper insights from their data. From predictive analytics to intelligent automation and personalised customer service, ServiceNow helps businesses leverage the full potential of AI and ML.

Experience the benefits of AI and ML firsthand: schedule a demo today and see how their innovative solutions can help take your business operations into the future. 

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