Last March, McDonald’s acquired the start-up Dynamic Yield for US$300 million (S$408 million) in the hope of employing machine-learning to personalise customer experience. In the age of artificial intelligence, this was a no-brainer for McDonald’s since Dynamic Yield is widely recognised for its AI-powered technology and recently even landed a spot in a prestigious list of top AI start-ups.

Neural McNetworks are upon us. Trouble is, Dynamic Yield’s platform has nothing to do with AI, according to an article posted on Medium last month by the company’s former head of content, Mr Mike Mallazzo.

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