Machine Learning (ML) is a sub-category of AI that refers to the process by which computers develop pattern recognition, or the ability to continuously learn from and make predictions based on data, then make adjustments without being specifically programmed to do so.

Whether or not you’re excited by the idea of artificial neural networks one day growing sophisticated enough to replicate human consciousness, there are undeniable practical advantages to machine learning, namely:

• Intelligent big data management – The sheer volume and variety of data being generated as humans and other environmental forces interact with technology would be impossible to process and draw insights from without the speed and sophistication of machine learning.
• Smart devices – From wearable devices that track health and fitness goals to self-driving cars to "smart cities" with infrastructure that can automatically reduce wasted time and energy, the IOT holds great promise, and machine learning can help make sense of this significant increase in data.
• Rich consumer experiences – Machine learning enables search engines, web apps and other technology to customise results and recommendations to match user preferences, creating delightfully personalised experiences for consumers.