Machine learning has become increasingly popular because of its ability to automate tasks that were previously done manually, and to find patterns and insights in large datasets that would be difficult for humans to identify on their own. Here are some key reasons why machine learning is used:

• 1. Improved accuracy: Machine learning algorithms can process vast amounts of data and identify patterns that would be difficult or impossible for humans to see. This can result in more accurate predictions and better decision-making.
• 2. Automation: Machine learning can automate tasks that would be time-consuming and expensive if done manually, such as data entry or image recognition. This can lead to significant cost savings and increased efficiency.
• 3. Personalization: Machine learning algorithms can be used to personalize products, services, and experiences based on individual preferences and behaviour. This can improve customer satisfaction and increase loyalty.
• 4. Scalability: Machine learning algorithms can be scaled up or down to handle large or small datasets, making them suitable for a wide range of applications.
• 5. Innovation: Machine learning can be used to develop new products and services, and to create entirely new business models.

Overall, machine learning is a powerful tool that can help organizations improve efficiency, accuracy, and decision-making, and stay competitive in a rapidly changing business landscape.