By combining machine learning with design of experiments, so-called active machine learning, more efficient and cheaper research can be conducted. Machine learning algorithms are more flexible, and are better at investigating the processes spanning all length scales of chemical engineering. While the active machine learning algorithms are maturing, its applications are lacking behind. Three types of challenges faced by active machine learning are identified and ways to overcome them are discussed: the convincing of the experimental researcher, the flexibility of data creation, and the robustness of the active machine learning algorithms. A bright future lies ahead for active machine learning in chemical engineering thanks to increasing automation and more efficient algorithms to drive novel discoveries.