What is Machine Learning? A Quick Guide | Criteo

In this brief guide, we’ll discuss exactly what machine learning can do across a number of real life applications. And how it’s viewed across a number of different industries.

Updated on December 1, 2025

For decades, the rise of machines—and what that means for humans—has been a hot topic. Machine learning is a concept that has applications far and wide. Yet many haven’t heard of it, or don’t understand it, or even fear it.

Machine Learning: The Real-Life Edition

Intelligent machines have already become an integral part of our lives, helping us navigate the world.

As our recently published Commerce and Digital Marketing Outlook report shows, marketers are embracing the rise of voice shopping, and machine learning can make it possible to analyze huge amounts of data and take action with a speed and precision that humans simply can’t match.

How retailers and brands can leverage machine learning

Machine learning removes tedious data preparation and analysis work to free up marketing staff to work on creative ideas, fueled by real-time behavioral data. Human teams can use machines to deliver personalized communications at scale, maximize relevancy, and drive shopper engagement.

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Author

Michelle Pruett

Michelle is Senior Director of Global Brand Marketing at Criteo, leading a team that spans content, design, and campaigns.