ML (Machine Learning), AI (Artificial Intelligence), Models & Algorithms, OH MY!

A while back I wrote a few posts to clarify how machine learning algorithms relate to machine learning models.

As a quick recap – ‘I know it’s very confusing as often “machine learning algorithm” is used interchangeably with “machine learning model”. But machine learning algorithms are procedures that are implemented in code and are run on data. Machine learning models are output by algorithms and are comprised of model data and a prediction algorithm.’

Now, as GA4 is becoming more widely adopted and as we are hearing more and more about how machine learning (ML) and artificial intelligence (AI) are being used to replace/supplement data lost by blocked, deprecated and expired cookies, it is probably a good understand exactly what they mean.

Artificial Intelligence (AI) and Machine Learning (ML). Are they the same- Are they interchangeable. Here is the skinny….

ML is the technologies and algorithms that enable systems to identify patterns and make decisions. They are ‘self learning’ and get ‘smarter’ the more data and time they have to process.

AI – is computers emulating human thought and performing tasks in real environments

Pretty heady stuff. I remember years ago, being on a plane, reading a book or an article that essentially said, ‘don’t worry – computers will never take over the world since they cannot think like humans.’…ut-oh!


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