Machine Learning has become an industry standard when it comes to personalisation - everyone is trying to utilise data to improve the user experience and increase relevance of the content. But, do we really accept the supremacy of AI over our intuition without any validation?

In this talk, I will guide you through real episodes of my front-end development work, as I go through case studies to demonstrate the importance of critical thinking, experimentation and correct analysis of results. This helps to challenge well-known assumptions and open up to new data-driven innovative ideas.