We all like to believe we are rational human beings, and can understand the power of machine learning, just as we understand the simple logic of an A/B test. But how will company cultures react to machines that could be seen to undermine your star copywriter or best biz dev guy? Though in some areas such as search and advertising, machine learning has been working in the background for a while and is an implicit part of their functionality, in other areas the rise of machines presents a cultural issue.