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If you think machine learning is nothing more than a boring, algorithm-crunching process that’s buried somewhere on a back end server, think again.

As the amazing demo below reveals, machine learning can help online customer service agents glean more insight beyond their own experience and intuition. Here’s how it works: After the customer clicks on an offer, and accepts terms and conditions, a customer service rep can conduct a video chat.

The system then guides the service rep through some well-defined identity verification steps – and thanks to the power of machine learning –  is able to gauge the customer’s credibility by matching photo ID and credit card details while constantly monitoring facial expressions. Thanks to this enhanced identity verification process, the sales rep relies less on gut instinct and is able to make better informed decisions.

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