I see this personally too although the wins aren't as big, for example I've seen Facebook ask me to correctly identify friends as a way to verify identity, thought that was pretty cool.
Probably though the biggest personal impact has been better google searches, it's pretty rare that I have to search more than once to find what I'm looking for these days (for non technical stuff anyway). It seems like I used to need to use less google fu than I used to.
I no longer need to go on a wild goose chase googling to find similar books. This way I have found some real gems that I might not have had I simply googled for similar books. So, when I do have to google for a book on a new topic that piqued my interest, I know that once I find an Amazon page directly or find a forum post recommending one and then open that page on Amazon, the rest of the search would be a relatively smooth ride.
Basically, it's still just shopping basket analysis as in the somewhat famous "Men who buy beer on Fridays are also likely to buy diapers." story (http://web.onetel.net.uk/~hibou/Beer%20and%20Nappies.html ).
* I'm English, and we tend to say "petrol station", sadly even Google's AI is not there yet
- speech synthesis - music recommendations
And for this I already have to adapt the "ML/statistics = AI" coining of the term.