When it comes to big data and machine learning, analytical chemistry seems to lag behind the other sciences. Despite developments in analysis techniques which mean there are more data available than ever before, chemists may not be using the latest data handling techniques, including AI and machine learning, to their full potential. One of the leading research institutions in the USA, New York University, has a Data Science Center that recruits academics with specialties ranging from engineering and cosmology to psychology. However, despite the wide range of disciplines represented, there are no chemistry researchers involved in the department. The reason why is unclear, according to Professor Eero Simoncelli, a neuroscientist in the department.