book. i want this flower and it gets there on the app. the service is actually no different than what i was using before, but the process of getting that service is much easier. >> and that's the secret to the modern technology. if you think about that example, what a lot of the companies do is use data. the future of the internet is about data and machine learning and think about the idea that the company has all your information and send you offers right before they know it's your birthday or you're going to get flowers for your special loved one. that's the secret. >> let's dig into the data and machine learning. data everyone knows massachusetts sheen learning is a big scary word for a lot of people. >> the sigh borgs are going to come take over the world, right? >> i have a medium-sized company, how should i be thinking about machine learning when it comes to my company? >> there are two ways to think about machine learning. the first is voice interfaces. over the holiday season, 30 million alexa devices were sod. that means that more and more people are going to communicate with your company through voice. just like nowadays everyone uses