Applications of AI/ML in UX

I've been tasked with looking into potential uses of AI/Machine Learning in our UX department. So far I've found AI that learns users behavior from analysing their patterns of use around the site then optimising the journey in real-time by changing the order of items in filters/burger menus etc.

There are a number of companies out there claiming all sorts of crazy conversion uplifts from these platforms but I'm skeptical.

Does anyone have any experience of this or come across any articles I can have a look into?