Amazon Web Services (AWS) has announced that Amazon Machine Learning (AML) has gone live in Europe, offering the predictive analytics service to companies restricted by EU data location laws.
AML had already launched in the US, but was effectively closed to companies in Europe working with data subject to strict location regulations.
Amazon explained that this is now bypassed by an AML facility in Dublin. "Availability of AML in this region helps to address limitations organisations may have related to the location of their data as all analytics and predictions will be done on data that resides in Europe and will not leave the region," the firm said.
Amazon's Dublin data centre also cuts down on the latency of services being delivered to Europe, which is especially important when carrying out real-time analytics that need high-speed interactions.
AML in Europe will also give developers the option to use a service that takes the complexities out of setting up machine learning models for predictive data analysis.
AML is powered by the AWS cloud platform and uses visual tools and wizards to guide developers without the knowledge of complex algorithms in setting up machine learning models which can have several uses.
One is fraud detection for e-commerce websites. The predictive analytics can identify potentially fraudulent retail transactions and help to detect fake or inappropriate item reviews posted by disgruntled or disruptive website visitors.
AML can also help companies analyse and take action on data based on unstructured text content, allowing applications to be built that differentiate between negative and positive reviews.
The service can be used to optimise a returning customer's experience on a company's website by predicting what they wish to see based on previous visits and interactions.
Furthermore, AML can identify customers who are likely to give up using a company's website and enable action to be taken to lower the risk of customer churn.
Major technology players like Amazon, Google and IBM are heading towards machine learning systems which could herald a new era of artificial intelligence.
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