Streaming video giant Netflix is experimenting with the advanced artificial intelligence method commonly known as deep learning.

Deep learning and similar approaches to artificial intelligence are primarily focused on computer vision/object recognition and language understanding right now, and web companies of all stripes are trying to take advantage of them. Google, Facebook, Dropbox, Pinterest, Yahoo, Microsoft, Amazon — they’re all trying to train systems that can recognize the features of images and text in order to better understand what’s in them. Systems that better understand what text means and what’s going on in images can better perform tasks such as tagging content, but they also can give a new level of insight into customers’ preferences.

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