The most wonderful and most frustrating characteristic of the Internet is its excessive supply of content. As a result, many of today’s commercial giants are not content providers, but content distributors. The success of companies such as Amazon, Netflix, YouTube and Spotify relies on their ability to effectively deliver relevant and novel content to users. However, with such a vast array of content at their fingertips, the search space becomes near impossible to navigate with traditional search methods. It is therefore essential for businesses to exploit the data at their disposal to find similarities between products and user behaviours, in order to make relevant recommendations to users.