The most common use case it to have "responsive" images by making use of the picture element (requires polyfills like picturefill.js when used with IE).
Here's an example taken from the Adobe documentation on Adaptive images:
<div data-picture>
<div data-src='/content/dam/geometrixx-media/articles/meridien.png'></div>
<div data-src='/content/dam/geometrixx-media/articles/meridien.png/jcr:content/renditions/cq5dam.thumbnail.319.319.png' data-media="(min-width: 769px)"></div>
<div data-src='/content/dam/geometrixx-media/articles/meridien.png/jcr:content/renditions/cq5dam.thumbnail.140.100.png' data-media="(min-width: 481px)"></div>
</div>
As a result, the appropriate image will be rendered for the viewport breakpoints defined in data-media
.