Machine learning is still bad at predicting consumer choices

After mastering massive amounts of data and tracking users almost perfectly, will AI be omnipotent? Economists at the University of Illinois and Stanford University have studied the ability of machine learning to predict consumer choices , and they concluded that predicting consumer choices is very difficult and AI is not particularly good at it. They found that instant information such as user reviews, recommendations, and new choices has an increasing influence on decision-making, which cannot be measured and anticipated in advance, and that big data can improve predictions, but to a small extent, and predictions are still very imprecise.

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