This assignment focuses on knowledge management and business intelligence at Wayfair and Spotify. Read the case study, How Wayfair and Spotify Use Machine Learning to Engage Customers. This article provides an overview of knowledge management and business intelligence as they relate to organizational decision making.

Answer the following questions, which represent the specific critical elements that must be addressed for this assignment:

Personalization, Wayfair: How does Wayfair use machine learning to personalize its product recommendations?

Personalization, Spotify: How does Spotify use machine learning to personalize its music recommendations?

Benefits and Challenges: What are the benefits and challenges of using machine learning to personalize customer experiences?

Research: Incorporate research to support your position.