“…Also, research shows how machine learning can be employed to understand the customers regarding their consideration heuristics (Dzyabura & Hauser, 2011; Hauser, 2014), and preferences in complex products (Huang & Luo, 2016). Other cognitive support for service providers include assessing the helpfulness of customer reviews (Singh et al, 2017), supporting complex new product development decisions (Thieme, Song, & Calantone, 2000), providing homogeneous segmentation solutions (Boone & Roehm, 2002), selecting models (Schwartz, Bradlow, & Fader, 2014), and deciding the timing of an initial public offering (Yu & Huarng, 2013). Edwards, Pärn, Love, and El-Gohary (2017) discuss how robots can in addition to hard labour replace many jobs in classic engineering that require cognitive skills and ability.…”