What Is Machine Learning?

Machine learning is a subfield of computer science that involves the ability of computers to “learn” from past experiences and observations. This predictive programming combines data, code, and science to find patterns that rule-based programming cannot. With ML, instead of creating a program based on “if-then” rules, an algorithm is programmed to find opportunities based on mining data to produce reliable decisions. These decisions are consistently improved when more data is stored and analyzed.

What Is the Difference Between ML and AI?

Artificial Intelligence (AI) and machine learning (ML) are related, but not the same. AI is the concept and programming of machines to perform and complete tasks in a “smart” manner. ML is an application of AI giving machines access to data to process and learn autonomously, making decisions and bettering the decision making process without human involvement.

How ML Is Changing Our Lives

Machine learning already affects our daily lives. Google Pixel uses AI to help make life easier by translating foreign languages and improving photos. Another popular example: self-driving cars. In this emerging application of machine learning, real-life humans navigate a vehicle while a computer records the decisions the human makes as they encounter obstacles. Once the computer has obtained enough observations, it will have “learned” how to drive, and can successfully navigate the world by itself. (Or so we are promised!)

Machine Learning and the Web

Websites are quickly adopting machine learning technology to provide results that are catered to an individual. Machine learning on these digital properties is called personalization. Personalization uses behavioral targeting and predictive analytics to serve each user dynamic content to increase positive interactions with your brand.

How Is ML Being Used in Ecommerce?

Applied to the world of eCommerce, machine learning enables brands to deliver 1-to-1 personalization at scale.

When you connect an automated personalization platform to your website, it can then observe which messages and promotions work for which individuals, analyze the associated behaviors, and improve interactions as it processes more data. lnstead of needing to search endlessly for the product you want to purchase, an eCommerce personalization platform learns your needs as a customer and shows you results based on your intent.