The main advantage that Improbable brings is its ability to use machine learning for prediction, simulation, and optimization which can give us a better idea about our future plans. Even though it has a lot of advantages, I think one of the main disadvantages can be its cost of operation. While it's not expensive in itself, you need to have enough resources to run such platform. We are using Improbable to enhance our data analytics product by improving our prediction capability. It allows us to get insights into the trends of our users' behaviour, helping us with the planning and marketing of our products. As an example, we have used it to predict the number of daily active users of our mobile application in different countries.