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In this article, Fedor Gvozdev, an e-commerce expert, takes a look at the use of real-time machine learning (RTML) in recommendation and search engines. The purpose of the article is to talk about RTML, how it is implemented in today's technology, and what the results are. The article discusses the benefits of RTML, including improved user experience and increased revenue, as well as the algorithms for sorting, collecting, storing, and analyzing data used to create personalized offers. The author also provides real-world examples from his practice in the cosmetics industry.