“Machines need a human touch to ask the right questions” said Surajeet Ghosh, Head of EU Analytics at Amazon – Kindle at  a seminar organised by the EIB Institute about machine learning, a type of artificial intelligence that provides the ability to learn to computers which have not previously been programmed for the acquired skill.

This is especially important if companies want to leverage machine learning to make better and more accurate business decisions.

“Even the most sophisticated algorithms are useless if we are not asking the right questions”, he concluded.