Machine learning is a very powerful tool for programmers and developers to use in their applications as it can allow for optimal user experience. Programs that involve keeping the user active on the application as long as possible through the use of media most likely use machine learning because of its capability to keep the user entertained with new content.
An example of a company that uses machine learning in their applications is the video platform YouTube. YouTube’s algorithm gives the user recommendations based off of similar videos they have watched in the past. For example, if the user watches a lot of cat videos and interacts positively with them, YouTube will recommend the user more cat videos in the future to keep the user entertained and on the platform for longer. By doing so, YouTube keeps the user entertained by recommending the user videos that they will watch, effectively optimizing user experience.
Another company that uses machine learning in their applications is the app Instagram. Instagram has many different types of media such as images and videos. The Instagram algorithm works similarly to the way that the YouTube algorithm works; it recommends content that the user interacts positively with, such as by liking the post or commenting and giving the user similar content to what they like. By doing so, Instagram also uses machine learning to optimize user experience.