Since the 1960s much progress has been made, but it has arguably not come about from the pursuit of human-imitative AI. Rather, as in the case of the Apollo spaceships, these ideas have often been hidden behind the scenes, and have been the handiwork of researchers focused on specific engineering challenges. Although not visible to the general public, research and systems-building in areas such as document retrieval, text classification, fraud detection, recommendation systems, personalized search, social network analysis, planning, diagnostics and A/B testing have been a major success — these are the advances that have powered companies such as Google, Netflix, Facebook and Amazon.