Are creativity and technology at odds?

Often pitched against one another, technology and creativity are seen by many as polar opposites, seeking entirely different outcomes from entirely different methods. Machine learning in particular can often, at first glance, be considered as something at odds with creativity. However, in my experience, artificial intelligence is actually one of the most creative and dynamic technologies that exists today, and here's why. Machine learning is not one technology but the science behind a whole suite of different cognitive tools that use data to help make predictions. It accelerates the adaptability to consumer behaviour changes, and helps marketers modify their creative strategies to the right user, with the right message, at the right time. Although machine learning relies on technology to make decisions, the way it learns how to make these predictions is, in itself, a creative process.