Businesses have been trying to adapt to the coronavirus pandemic’s “new normal.” It turns out, criminal enterprises have been making the same transition—often in ways more nimble than those of legitimate companies.

Forbes’ new list of promising artificial intelligence companies highlights how the technology is creating real value across industries like transportation, healthcare, HR, insurance and finance.

Naturally, the founders of the honoree companies are excited about the technology’s benefits and, in their roles, spend a lot of time thinking and talking about its strengths and limitations. Here’s what they think people get wrong about artificial intelligence.

rtificial intelligence is infiltrating every industry, allowing vehicles to navigate without drivers, assisting doctors with medical diagnoses, and mimicking the way humans speak. But for all the authentic and exciting ways it’s transforming the tasks computers can perform, there’s a lot of hype, too.

As Jeremy Achin, CEO of newly minted unicorn DataRobot, puts it: “Everyone knows you have to have machine learning in your story or you’re not sexy.”