As Google so rightly puts it, "machine learning is only as good as what you ask it to optimize." In my discussion with Julie Rieger, 20th Century Fox Film President, Chief Data Scientist and Head of Media on the subject, she shared how one of the biggest challenges to aligning machine learning with meaningful insights is breaking free of the cognitive biases marketers often bring to table. Many times, they tend to apply legacy-based mental models and measures that prevent marketers from seeing new opportunities for marketing. They exchange investments in innovation and growth for scale and efficiency. On the other hand, modern marketers are using machine learning to focus on growth by taking a holistic view of the customer and reimaging marketing to deliver against evolved expectations.