@NickMNS: I never have learned Python. Plus TensorFlo was released first and I've built quite a remarkable people assistance/resource base over the past few years. And now too much invested, intertwined in production, to be worth switching. Plus I prefer lower level programming...
@engine: my first use case was bot detection. Given that I sell ad space directly a critical selling point is that visitor numbers are (1) human and (2) accurate.
With the rise of headless browsers, especially since the advent of headless Chrome, identification became increasingly problematic. Perhaps half of the 10-25% of traffic that is currently headless bots can be detected statistically; the other half requires, in my experience, using ML.
Second use case was to improve personalisation/prediction and contextual delivery.
Personalization: the automatic tailoring of sites and messages to the individuals viewing them so that we can feel that somewhere there’s a piece of software that loves us for who we are.
---David Weinberger (coauthor The Cluetrain Manifesto).
ML aids in better identifying who a visitor is, their intent, and how best to help aka prediction.
This has the contextual advantage of identifying irrelevant information for removal and additional relevant information for addition rather than simply sending the default 'page' when an in-site link is clicked.
Note: I consider it a best practice to include customisation aka user defined choice options as well as personalisation aka anticipated/predicted results. Customisation is then both an output/escape control and an input adjustment/filter.