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Can we use machine learning algorithms to better understand consumers? How they truly feel, simply by looking at their face or reading their Tweets? If not, why not? Dr Natalia Efremova of the University of Oxford talks about the current research, the potential of AI and machine learning, and the power it might have not only in marketing but in achieving social goods. She also touches on why it’s so difficult to get sophisticated information from algorithms, how to avoid bias, and the importance of education in order to get this right.