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Machine learning is one of the top value-producing digital innovation trends, ranking fourth in our Top 10 Technology Trends assessment. Machine learning, which includes predictive analytics, covers cognitive systems that go beyond Big Data Analytics. It give enterprises the capability to not only discover patterns and trends from increasingly large and diverse datasets but also enables them to automate analysis that has traditionally been done by humans, to learn from business-related interactions and deliver evidence based responses. It also provides confidence levels in the likely success of recommended actions. It gives enterprises the capability to deliver new differentiated/ personalized products and services, as well as increasing the effectiveness and/or lowering the cost of existing products and services. Machine learning initiatives should be considered, not only as strategic initiatives, but for their possible effect on other business strategies. However, deployment can carry business risk, so investment decisions should be approached with care.