“The advantages of AI are most visible in firms’ predictions of what users want. Automated recommendations and suggestions are responsible for around three-quarters of what people watch on Netflix, for example, and more than a third of what people buy on Amazon. Facebook, which owns the popular app Instagram, uses machine learning to recognise the content of posts, photos and videos and display relevant ones to users, as well as filter out spam. In the past it ranked posts chronologically, but serving up posts and ads by relevance keeps users more engaged. Without machine learning, Facebook would never have achieved its current scale.”