Machine learning is a term we hear all the time at Google. “Everyone loves it — machine learning is everyone’s BFF these days,” says Avinash Kaushik, who leads a team of analysts in Google’s marketing department. But putting all the hype aside, can the latest marketing trend actually help companies achieve important business goals? That’s a question Kaushik’s team is trying to answer. “I spend most of my time trying to figure out how we can unlock the power of machine learning,” he says. Here’s how his team is tackling that challenge and what they’ve learned along the way.