Top Brands That Heavily Use Artificial Intelligence

We can no longer witness days when Artificial Intelligence was just a theory or a concept.

Now, we see that brands, regardless of their size, are using AI in their work to improve their workflows and provide personalized experiences to their customers.

But while these models are extremely powerful, they are cloud-based, meaning that using them requires a strong and reliable internet connection so that users can get real-time information without any lag.

If you’re looking for suggestions, I’m using Spectrum and highly recommend their services. They offer speeds of up to 1 Gbps, along with unlimited data, making it a perfect choice for remote work and AI-based tools. You can contact the Spectrum customer service number to find internet plans based on your needs.

Moving on, in this article, I will explain how top tech brands are using AI in their work to facilitate us. So, let’s get started!

Google

Google is extensively using AI in its products and services to improve the user experience, efficiency, and drive innovation.

Google’s latest innovation in 2025 was Gemini, which functions similarly to ChatGPT but operates at a more advanced level.

It can be used as a personal AI assistant that can streamline everyday tasks, improve productivity, and provide support on different devices and applications. It is smoothly integrated into its products, like Google Workspace and cloud platforms.

Google has also recently launched the AI Overviews that help users with better research. Being a content writer, it is very helpful for me since I don’t have to go through dozens of articles to write a content piece. I simply write my query, and it answers exactly the way it needs to be addressed.

Moreover, we can also witness Google Maps evolving more than before, since they offer more personalized options like recommending users what route to choose for fuel efficiency, and rerouting the vehicles to avoid traffic.

Amazon

Amazon has integrated AI in its entire ecosystem, from enhancing customer shopping to streamlining its global logistics.

We can see that Amazon’s online store is offering more personalized shopping experiences, since its recommendation engine uses machine learning to analyze users’ previous purchases and browsing history, and suggests products accordingly.

The same concept is used for Amazon Prime Video, where it suggests to users to watch shows and movies based on a similar genre to those previously watched.

Moreover, Amazon Alexa, which is my favorite product, includes deep learning and Natural Language Processing (NLP) to understand and fulfill user commands for smart home management and entertainment systems.

Lastly, Amazon recently introduced its Just Walk Out technology, which is used in Amazon Go stores, allowing customers to shop without the checkout queue.  It is a combination of deep learning, sensor fusion, and computer vision to analyze the items taken and charge their bill from the customer’s account automatically.

Spotify

Spotify uses AI to offer a personalized experience to its users, as its system is a combination of human curation and machine learning.

I personally love listening to rap songs, and my favorite artists are Kendrick Lamar and Drake. So, it analyzes my listening behavior and recommends songs in the same niche.

Moreover, it scans social media and browsing behavior to understand the user’s mood so that it can help them categorize music according to genres and themes. Recently, it has introduced Spotify DJ that analyzes your listening behavior and creates a music stream based on the user’s taste, with a realistic generative AI voiceover modeled after Spotify’s Xavier Jernigan.

And lastly, to prevent fraud, it has employed AI to detect and remove AI-generated tracks to ensure a better user experience and fair royalty distribution.

Netflix

Netflix is using AI for personalized recommendations, which is the most well-known and drives most of the content watched on the platform. Like Amazon and other online retail platforms, Netflix also analyzes user behavior, such as their viewing and search history, to suggest relevant content.

I don’t usually watch movies and shows, but recently a friend recommended that I watch Breaking Bad, and since then I’ve been getting suggestions on Netflix series and films of the same genre.

Netflix also uses AI to design thumbnails.

For example, if a person usually watches action movies, they might see a thumbnail with an action scene, like an explosion, for the same movie. Moreover, AI algorithms adjust the video quality in real time based on the user’s connection conditions and device capabilities to lower the lag and ensure a seamless viewing experience.

Microsoft

Like every other big brand, Microsoft is also extensively using AI in its product line and operations to improve its productivity, automate processes, improve security, and make new solutions for businesses and developers.

AI is deeply integrated into all Microsoft applications, like Word, Excel, and PowerPoint. In Word and Outlook, Copilot offers grammar suggestions and tone improvements.

In Excel, it is used to analyze large data patterns, suggest formulas, and create reports without requiring extensive data expertise, and in PowerPoint, users can benefit from making presentations from prompts, editing notes, and rearranging style.

As the days pass, AI is slowly becoming a necessity, especially if they want to stand out in the modern tech landscape and outstand from their competitors.