A couple of decades ago, the first thing that came to mind when you heard the words “artificial intelligence” was likely the rise of the machines and the Terminator with a sawed-off shotgun. Today, this term has rather positive associations. Almost everyone encounters machine learning in ordinary life. For example, you might communicate with a chatbot on a website, be shown promotional offers that correspond to your hobbies, or set up a spam filter in your email service. For marketers, machine learning is an opportunity to quickly make crucial decisions based on big data. In this article, we’ll talk about what decisions you can make based on big data.