Machine learning revolutionizes business by offering effective suggestions, accurate predictions, and advanced analytics, streamlining operations without extensive human effort. It's a process where AI learns autonomously, akin to human cognition, as demonstrated by DeepMind, learning from images and sounds without explicit labeling. This article delves into the essence of machine learning, showcasing its benefits, diverse business applications, various types, and real-world examples. Understanding these facets is key to harnessing its power in optimizing businesses and enhancing customer experiences.

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November 1, 2023
Machine Learning in Business: What It Is and How to Use
It
process.st/machine-learning-in-business
Ben Mulholland
November 1, 2023
Business, SaaS, Small Business, Technology
While it might seem new and intimidating, machine learning in business is already bringing
massive benefits to companies and consumers alike.
From increasingly effective product suggestions to accurate journey time predictions and
advanced customer analytics, machine learning is an incredibly powerful tool which lets you
analyze every important aspect of your business without wasting human hours on the task.
But what exactly is machine learning, and how do you go from knowing that to actually using
it?

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“Instead of using labels to teach an AI what each object it’s looking at is, this DeepMind
project teaches itself because it learns to recognise images and sounds by matching
them up with what it can see and hear.
This method of learning is almost exactly like how humans think and learn to
understand the world around them.” – Vaughn Highfield, How Google DeepMind is
learning like a child: DeepMind uses videos to teach itself about the world
In this article we will cover:
What is machine learning?
Benefits of machine learning in business
Applications of machine learning in business
Different types of machine learning in business
Real-world examples of machine learning in business
What is machine learning?
Although some use the terms interchangeably, “AI” and “machine learning” aren’t the same
thing.
To prove it (and to explain what machine learning is), take a moment to think of an advanced
machine from a book or movie, like The Terminator or Data from Star Trek.
These machines are examples of artificial intelligence (AI), seen in their ability to solve
complex problems and act in a way that we would see as “smart”. For example, they could
hold a conversation with a human rather than just saying “yes” or “no”.
Meanwhile, machine learning is an application of AI which lets machines analyze the data
they’re given and learn from it without humans having to teach them. In this way the machine
gets “smarter” by identifying patterns and the factors that cause them, which can be used to
solve future problems more accurately.
(Source)

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This learning model usually needs a human to start off the process with an initial thesis
(“studying more gives better grades”) and the factors used to analyze it (“the amount of time
studying vs the student’s final grade”), but that’s not always necessary.
To take a bit of a deeper dive, a machine learning model is made up of three separate parts:
Model
Parameters
Learner
Let’s take a quick dive into each.
Model
The “model” is your thesis statement. It tells the machine what it needs to be analyzing and
iterating on as it learns more from the data it’s presented with.
Let’s say that you wanted to find out when you should take a break. Your model might start
off as “the longer you work without taking a break, the less productive you become”.
This would give you a summary statement to make sense of the vast data sets machine
learning requires to progress and a core principle that that data can be related back to.
The model doesn’t have to be a statement backed in any facts as long as it gives a frame of
reference for the relationship you’re looking to analyze, such as the amount of time worked
without taking a break vs how productive you are. The model will also be changed to fit the
results of whatever data you give your machine to process.
(Source)

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For example, as a machine analyzes data showing how productive you are against how long
you’ve been working without a break, the model might change from “the longer you work, the
less productive you become” to “working more than 2 hours without a break makes you less
productive”.
Parameters
The parameters of machine learning are the things being assessed; they’re the data and
factors which are analyzed to make iterations of the model. In our case, these would be “the
amount of time worked without taking a break” and “how productive you are”.
Parameters will never change, and so are the constant guidelines which tell the machine
what information it should pay attention to. If the model is a relationship statement, then the
parameters are the items whose relationship is being assessed.
Learner
The “learner” is exactly what it sounds like – it’s the system by which the machine takes its
findings, makes sense of them in relation to the model, and then alters the model to match
that information. It uses your model, parameters, and a relevant data set to review the model
and adjust it to match the relationship shown by the data.
For example, let’s say that your first data set showed that productivity increased as you
worked but then dropped off after two hours if you didn’t take a break. The learner would
then adjust the model to read “working for longer than two hours without a break reduces
your productivity”.
(Source)
This is an area where machines have a huge advantage over humans, as they are able to
process huge amounts of data and perform the complex equations required to learn from
them much faster than the average human.

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That’s why machine learning in business is so powerful. If you can get a machine to do all of
your data analysis and number crunching for you, that frees up time for you to work on more
pleasant (or creative) tasks. Not to mention that humans only have a limited capacity to
crunch data before suffering burnout, whereas machines can just keep going.
Once the data you’ve given the machine has been assessed and the model updated, the
entire cycle repeats with the next set of data. This continues either until the system is
stopped or it runs out of data.
Benefits of machine learning in business
Machine learning offers numerous benefits for businesses, revolutionizing the way they
operate and compete in a fast-evolving marketplace. Here are some of the key advantages:
Cost savings
By automating repetitive tasks and optimizing processes, machine learning reduces manual
effort and enhances operational efficiency, resulting in significant cost savings for
organizations.
Accurate predictions
Machine learning algorithms analyze vast quantities of data to generate prediction models,
enabling businesses to make accurate forecasts about market conditions, customer
behavior, and other crucial factors.
Competitive edge
With its ability to extract actionable insights from real-time data, machine learning empowers
businesses to stay ahead of the competition and adapt quickly to changing market trends
and customer demands.
Enhanced customer experience
By analyzing customer behavior and preferences, machine learning enables businesses to
personalize their offerings, leading to improved customer satisfaction, loyalty, and retention.
Fraud detection
Machine learning algorithms can efficiently detect patterns of fraudulent activities, protecting
businesses from financial losses and ensuring secure transactions.
Better decision-making

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Machine learning provides business leaders with data-driven insights, enabling them to make
informed decisions and allocate resources more effectively.
Deeper insights
Machine learning allows businesses to delve deeper into data, uncover hidden trends and
correlations, and gain a more comprehensive understanding of their operations and market
dynamics.
Watch Video At: https://youtu.be/reUZRyXxUs4
Applications of machine learning
Machine learning is not just a buzzword in the tech industry; it has become a powerful tool
that has revolutionized various business sectors.
Its applications are vast and diverse, offering numerous benefits to organizations of all sizes.
Let’s explore some of the key applications of machine learning in business.
Fraud detection
Financial institutions, e-commerce platforms, and even healthcare organizations benefit from
machine learning algorithms that can efficiently detect patterns of fraudulent activities.
These algorithms analyze vast amounts of data, identifying anomalies and suspicious
behaviors, ultimately safeguarding businesses from financial losses and ensuring secure
transactions.

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Customer segmentation
By analyzing customer behavior, preferences, and demographics, machine learning
algorithms enable businesses to categorize their customer base into distinct segments.
This segmentation helps organizations understand their customers better, tailor their
marketing strategies, and provide personalized experiences, ultimately improving customer
satisfaction and loyalty.
Accurate predictions
By analyzing historical data and market conditions, machine learning algorithms can
generate prediction models that forecast customer behavior, market trends, and even
demand for specific products or services.
These accurate predictions enable organizations to make informed decisions, optimize their
supply chain, and allocate resources effectively.
Recommendation systems
By analyzing customer preferences and past behaviors, these systems can suggest relevant
products or services to individual customers, further enhancing the customer experience.
Optimizing business processes
By automating repetitive tasks and handling complex tasks more efficiently, machine learning
reduces manual effort and enhances operational efficiency.
The streamlining of processes results in significant cost savings for organizations, allowing
them to allocate resources to more critical areas.
Healthcare analytics
Machine learning algorithms can identify patterns and predict ailments, leading to early
detection and timely intervention through analyzing vast amounts of patient data.
It not only improves patient care but also reduces healthcare costs significantly.
Sentiment analysis
By analyzing customer sentiment from social media platforms, reviews, and feedback,
machine learning algorithms extract valuable insights about customer preferences, opinions,
and sentiments.
This information helps businesses make data-driven decisions, improve their products or
services, and deliver a more personalized customer experience.

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Different types of machine learning algorithms
Watch Video At: https://youtu.be/olFxW7kdtP8
There are several types of machine learning algorithms that can be applied in business
settings to extract insights and drive informed decision-making. Some of the most commonly
used algorithms include:
Supervised learning
This algorithm involves the use of labeled data to train models and make predictions or
classifications. It is used for tasks such as customer sentiment analysis, fraud detection, and
predictive analytics.
Unsupervised learning
In this algorithm, the data is unlabeled, and the models are designed to find patterns or
groupings in the data. This is useful for tasks like customer segmentation, market basket
analysis, and anomaly detection.
Reinforcement learning
This algorithm involves an agent interacting with an environment and learning from rewards
or penalties to optimize its decision-making. It is often used in optimization problems,
recommendation systems, and game-playing.
Deep learning

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This type of algorithm simulates the neural networks in the human brain, with multiple layers
of interconnected nodes. It is widely used in tasks like image recognition, natural language
processing, and voice recognition.
Ensemble learning
This algorithm combines multiple models to improve prediction accuracy. It includes
techniques like random forests, gradient boosting, and stacking.
Clustering algorithms
These algorithms group similar data points together based on their inherent characteristics.
They are useful for tasks like customer segmentation, anomaly detection, and data
exploration.
Real-world examples of machine learning in business
Alright, let’s take a moment and dive into real-world applications of machine learning to give
you a better sense of how it’s being used in our every day.
Process Street’s Process AI
Watch Video At: https://youtu.be/zuX3D2XFPjo
Process Street is a process management solution that helps businesses automate workflows
and streamline business operations.

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In 2023 they released Process AI, a feature that harnesses the machine learning and natural
language processing abilities of chatGPT to allow users to create ready-to-go, automated
workflows by simply inputting a few prompts.
This feature saves businesses the time and headache of creating their own personalized
processes from scratch and really changes the game in the field of AI-powered process
management.
YouTube recommendations
YouTube is not new to the machine learning game. With 1 billion hours of content watched
each day, YouTube has relied heavily on machine learning algorithms since 2008.
The main thing they provide is curated recommendations for all 122 million active daily
users. Before the algorithm, recommendations were based on whatever had the most views.
Now, its system operates on over 80 billion pieces of information to recommend specific
content for every user.
Other companies like Netflix now use similar algorithms for their own recommendations.
PayPal fraud detection
PayPal leverages machine learning to help identify and prevent fraudulent events from
occurring.
To do this, PayPal uses certain data from its customers, like:
Purchaser location
IP addresses
Spending habits
Email addresses
Types of products purchased
By using this data, its algorithm can detect unusual behavior and put a stop to fraudulent
transactions before they occur.
Using machine learning algorithms has been a game-changer for PayPal’s overall
cybersecurity efforts. Businesses and individuals alike are protected by the same measures.
MIT’s ICU Intervene
The Massachusetts Institute of Technology (MIT) Computer Science and Artificial Intelligence
Laboratory created a program back in 2017 called ICU Intervene.

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This machine learning algorithm gathers data from intensive care units (ICUs) and uses it to
come up with treatments for patients along with explanations as for why.
While this has yet to be adopted by many hospitals, it has the potential to revolutionize
patient care, especially when time is of the essence, like in an ICU.
The possibilities of machine learning in business are endless
We are still just scratching the surface of what machine learning will be able to do for
business as we look to the future.
Even though it isn’t really new, we are still in the experimental stage. We are still learning
about all the different ways it can be applied in order to make our lives easier.
But if you want to get a first-hand look at how to leverage this technology for your business
today, then check out Process AI. You can either sign up for a free trial or book a demo to
see its limitless potential.
Ben Mulholland
Ben Mulholland is an Editor at Process Street, and winds down with a casual article or two
on Mulholland Writing. Find him on Twitter here.
One Comment
Modern business dynamics and trends in data, pushed by emerging Internet
technologies, led to a significant increase in the amount of data stored in corporate
systems.
Many enterprises are faced with the problem of excess information as per big data
predictions by researchers like forbes big data. Transaction processing systems
generate daily reports. In hundreds of ways, using data warehouses and analytical
tools, longitudinal and lateral slices of information (slice and dice) are performed.
Tools for enterprise resource planning ( E Nterprise the R esource P Lanning, of ERP)
collect all the data of the company. Tools for assessing performance and information
received through the Internet further increase information congestion.

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