Machine Learning - What Are Some Use Cases?

The company is shifting from being very editorial and human heavy to be more machine heavy, right? And in the process, mistakes that you make with the algorithm are costly because when you're making that culture shift happen. So I'm curious if you would all be willing to talk a little more about how machine learning can recommend content. Do you rely on individual users or do you use some sort of tagging system like Spotify does for its recommendations?