Large organizations with huge data sets may work their way into teaching machines to find patterns. Eg Google guessing your restaurant menu out of the first dish. Nowadays, this is one of the many unfair advantages the big players have over the smaller ones.
If you are small, don´t assume that Big Data or Deep Learning are the best option for you. You may rely in a set of cashiers as experts to create a symbolic reasoning system. But this has also challenges because of the human factor.