Machine learning, fueled by the recent breakthroughs of deep learning, has reached the top of the hype cycle in 2016. As we enter the trough of disillusionment, many companies, large and small, are bringing machine learning into their product, often with mixed results at best. There are many reasons to include machine learning in your product, but also many reasons not to do so. This talk will give you some simple recipes and intuitions to make the right decision for your next wave of innovation.