Looks like machine learning is being used to find the optimal balance between security and usability. I've read that they also use machine learning to optimize

Looks like machine learning is being used to find the optimal balance between security and usability. I've read that they also use machine learning to optimize and automate customer service and automate solutions. Between looking at the login fraud score, nature of trip taken by the user (or other actions taken in the app) and any subsequent contacts with customer service can all be used as signals to automate a solution that is satisfactory to the user. If true, this makes sense because a legitimate login that is hampered by 2fa turned on every time for basic actions that generate revenue costs the company money. So long as customers' happiness and usage frequency keeps going up and to the right quickly, this is a non-story of a company trying to engineer an optimal solution to authentication. I'm pretty sure similar machine learning solutions are used at Google, Facebook and Amazon, since I can only intermittently trigger 2fa with all these other companies as well. Only certain actions like managing security settings always require 2fa.