What Machine Learning Can (and Can't) Do

On first hearing, "machine learning" and "Artificial Intelligence" sound like technologies that will replace people. Computers will find people and sell them stuff they want, so who needs humans in marketing? Well, it turns out that you do. Computers can do the scut work of counting, but only humans can truly say what counts. Marketers are not going to be replaced by automation, but they can make best use of it so long as they know what it can do and can't do, just like any other tool.