Despite these drawbacks, advances in machine learning and data science and paving the way for new discoveries in other fields. Similar algorithms power Siri and the Amazon Echo. Machine learning and Big Data are revolutionizing the way we understand genetics, disease, and the human brain. Like any new technology, machine-learning algorithms should be designed with their context in mind and implemented with care. So as you shop this Cyber Monday, you can start by crossing one gift off your list: the gift of data that you’ll be giving to all of the retailers you visit.