Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.
The BBC is tendering for a three-year framework contract worth up to £18 million for the provision of web analytics systems.
The framework, broken into two lots, includes data analytics solutions to create and support insight for web reporting, and allow predictive analytics to drive marketing campaigns, audience recommendations and online product development.
The BBC also wants to ensure content optimisation to offer the best value for money for license payers, and support regulatory reporting needs.
The systems will support the BBC's "assessment of Public Purposes, Service Licence Reviews and Continuous Improvement Programme, and optimise products and communications to deliver more effective and compelling output", it said.
Lot 1 is a single supplier framework covering a general purpose core digital analytics service capability, to provide reporting and analysis on a range of metrics and associated activities.
Lot 2 is a multi-supplier framework covering a range of specialist services to "extend the usage of digital analytics services capabilities into the field of advanced predictive analytics and data science, and associated activities", said the BBC.
These services include but are not limited to multi-variate testing, multi-attribute segmentation, models to drive algorithmic content recommendations, real-time reporting, visualisation and social media analytics.
The two lots will be tendered separately and may involve BBC outsourcer Atos evaluating the bids.
Lot 1 for the core analytics system is worth up to £10 million, and lot 2 for enhanced reporting and analytics tools is worth up to £8 million.