(Bloomberg) -- Instead of hiring a professional photographer for an important marketing job last year, Massimo Portincaso gave the job to computer software.

Portincaso, the head of marketing at the Boston Consulting Group, was tasked with overhauling his company’s website. It was a straight-forward assignment, giving the site a fresh look highlighting the business’s capabilities. When the time came to select pictures for the new homepage, Portincaso didn’t want to entrust a photographer with the job. He turned over some of the decision-making to an algorithm he trained to crawl an internet photo database to find what he wanted.

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