Since its earliest days, Amazon has used AI to come up with product recommendations based on what users already said they liked. The algorithms behind those systems have been tweaked again and again over the years. These days, thanks to machine learning, the recommendations have gotten more dynamic, says Jeff Wilke, the CEO of Amazon’s worldwide consumer division. “Say there’s a new piece of fashion that comes into the fall season,” he explains, “In the past it might take longer for the algorithms that we use to realize that people who bought these shoes also bought this top. And with some of the new techniques we can detect those things earlier, those correlations. And then surface the new top earlier in the season.” Read more at Fast Company.