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Machine Learning with Spark - Second Edition by Nick Pentreath, Manpreet Singh Ghotra, Rajdeep Dua

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Business use cases for a machine learning system

Perhaps the first question we should answer is, Why to use machine learning at all?

Why doesn't MovieStream simply continue with human-driven decisions? There are many reasons to use machine learning (and certainly some reasons not to), but the most important ones are mentioned here:

  • The scale of data involved means that full human involvement quickly becomes infeasible as MovieStream grows
  • Model-driven approaches such as machine learning and statistics can often benefit from uncovering patterns that cannot be seen by humans (due to the size and complexity of the datasets)
  • Model-driven approaches can avoid human and emotional biases (as long as the correct processes are carefully applied) ...

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