ML algorithms are used to run recommender systems, which filter information based on a customer's ratings or preferences. Recommendation engines are helpful in reducing the challenge of information overload in e-commerce. Amazon and Netflix were first to popularize recommender systems. However, you can now find recommendations in almost every corner of the digital world, from Facebook posts, Instagram stories, YouTube videos, to food delivery services and e-commerce sites. Today, more and more companies are able to develop and deploy recommender systems thanks to cost-effective and easily accessible software.