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Machine learning uses data analysis to automate analytical model building.

Similar to Artificial Intelligence, machines collect and use data to identify patterns and make data driven decisions.

Machine learning is seen all around us, in everyday life. It is used to personalise content in based on your preferences, such as on your Social Media feed, Spotify and online advertisements. It is used by personal virtual assistants and online maps, and helps to filter emails. These are all based on consumer preferences.