How AI Turns Your Database Into a Real‑Time Recommendation Engine
Building recommendation engines traditionally requires extracting data from your database into a separate ML pipeline — adding latency, complexity, and cost. AI in‑database ML flips this model entirely by running inference directly inside the database using embedded models, stored procedures, and native vector operations. This article reveals how real‑time inference enhances your existing database into a highly responsive personalisation engine that responds to user behaviour in milliseconds, reducing the latency of external analytics.
Introduction: The 3-Second Latency Challenge
Every e‑commerce product manager has voiced the same frustration: "The recommendation engine is too slow." A customer adds a hiking backpack to their cart, and the system should instantly suggest camping tents and trail shoes. Instead, there is a 3‑second delay while the analytics pipeline extracts data, serialises it, sends it to a separate ML service, runs inference, and returns results. In those 3 seconds, the customer has already navigated away.
Slow external analytics for personalisation often introduces significant latency that can negatively impact conversion rates. Extensive research from Akamai has consistently shown that even a 100ms delay in page load can decrease conversions by up to 7% [1]. When recommendations take 300ms or more, the compounding effect on user experience and bottom-line revenue can be substantial.
The root cause is architectural: most recommendation systems treat the database as a dumb storage layer. They extract data into Spark or Python, train models in a separate environment, and deploy inference as a microservice. This introduces serialisation overhead, network latency, and operational complexity. The solution is AI in‑database ML — running inference directly inside the database where the data lives, using embedded models and real‑time inference techniques that turn your database into a recommendation engine itself.
Definition: In‑Database ML is the practice of training and/or executing machine learning models directly within the database management system, using SQL extensions, user‑defined functions, or native model formats — eliminating data movement and serialisation overhead. Real‑time inference refers to the ability to generate predictions within milliseconds of receiving new input, enabling responsive personalisation.
The External Pipeline Problem: Why Separate ML Breaks Real‑Time Recommendations
The Hidden Costs of Extract‑Train‑Deploy Architecture
For the past decade, the standard approach to building recommendation systems has followed the same pattern: extract data from the operational database into a data warehouse, train a collaborative filtering or deep learning model in a Python notebook, serialise the model, deploy it behind a REST API, and have the application call that API for every recommendation. This architecture works for batch recommendations — "customers who bought this also bought" emails sent once a day. It falls apart for real‑time personalisation where context changes with every click.
Consider the latency breakdown of a typical external recommendation pipeline. A user views a product. The application sends a request to the recommendation service. The service queries the database for the user's recent browsing history, recent purchases, and product metadata — that's three separate queries, each taking 20‑50ms. Then it formats the features, runs inference through an XGBoost model or neural network (10‑50ms), queries the database again for candidate product details (30ms), ranks them, and returns the top 5. Total latency: 150‑300ms. For a high‑traffic e‑commerce site, this is an eternity.
The external pipeline also introduces operational complexity. Two separate systems must be monitored, scaled, and debugged. Model versioning must be synchronised between the training environment and the inference service. Data consistency between the operational database and the feature store is a constant challenge. When the recommendation is wrong, tracing the error across three systems is a nightmare. This is why the best frameworks advocate collapsing the stack — bringing the model to the data, not the data to the model.
The Data Gravity Principle Applied to ML
Data has gravity. Applications and services are pulled toward where the data lives because moving data is expensive in terms of latency, bandwidth, and consistency [2]. This principle, first articulated by Dave McCrory in the context of cloud architecture, applies powerfully to machine learning. Your database already has the user profiles, the transaction history, the product catalog, and the real‑time clickstream. Moving all of this to an external ML service for every recommendation is fundamentally inefficient. The superior architecture is to embed the model where the data already resides and let the database engine handle the inference.
| Dimension | External ML Pipeline | In‑Database ML |
|---|---|---|
| Data Movement | Extract to external system per request | Zero — model reads data in place |
| Inference Latency | 150‑300ms | 2‑15ms |
| Operational Complexity | 3+ services to manage | Single system |
| Data Freshness | Stale (ETL delay) | Real‑time (within transaction) |
| Scaling Model | Separate autoscaling for inference service | Inherits database scaling |
| Infrastructure Cost | Multiple services | Single database instance |
AI In‑Database ML: The Architecture of Embedded Intelligence
How Models Run Inside the Database Engine
The core idea of AI in‑database ML is elegantly simple: serialise a trained model into a format the database can load and execute, then call it from SQL just like any built‑in function. Modern databases have evolved far beyond simple storage engines. PostgreSQL, for example, supports extensions written in C, Python, and even Rust. Both can host ML models that run inference directly within the query execution engine, reading data from tables and returning predictions without ever leaving the database process.
The architecture has three layers. The model storage layer holds serialised models — typically in ONNX, PMML, or a database‑native format like pgml. The inference engine layer loads these models into memory and executes them when called. The SQL integration layer exposes the models as virtual tables or scalar functions that can be used in SELECT, WHERE, and JOIN clauses. This last layer is the magic: it means you can write a query like SELECT * FROM recommend_products(user_id) and get real‑time, personalised recommendations as if it were a simple table lookup.
Vector Similarity: The Secret Sauce of Real‑Time Recommendations
Most modern recommendation engines use embedding vectors — dense numerical representations of users and items learned by a neural network. Two products with similar embeddings are likely to appeal to the same users. The critical operation for real‑time recommendations is approximate nearest neighbour (ANN) search: given a user's embedding, find the K most similar product embeddings. This operation must be highly efficient to enable real‑time personalisation.
Historically, ANN search required specialised vector databases like Pinecone, Weaviate, or Milvus — adding yet another system to the stack. But modern relational databases now support vector operations natively. PostgreSQL's pgvector extension adds a vector data type and IVFFlat/HNSW indexing for ANN search [3]. This means you can store product embeddings right next to the product data, and user embeddings right next to the user data, and perform similarity search within a standard SQL query — no separate vector database required.
Implementation: Building an In‑Database Recommendation Engine
Step 0: Installing the Required Extensions
Before building your recommendation engine, install the required PostgreSQL extensions:
# Ubuntu/Debian installation
sudo apt-get install postgresql-15-pgvector
sudo apt-get install postgresql-15-pgml
# Or install from source
git clone https://github.com/pgvector/pgvector.git
cd pgvector
make && sudo make install
Version Compatibility Notes:
- pgvector 0.5.0+ supports HNSW indexes (recommended for production) [4]
- pgvector 0.6.0+ supports half-precision vectors for memory savings [5]
- pgml 2.5.0+ supports ONNX Runtime 1.15+ [6]
- PostgreSQL 14+ required for all features [7]
Step 1: Training the Model and Exporting Embeddings
The journey begins with training — which typically still happens outside the database, using Python and frameworks like PyTorch, TensorFlow, or XGBoost. The key is that training produces two artefacts: a set of user embeddings and item embeddings that can be imported into the database, and optionally a serialised model file that can be loaded by the database's inference engine for scoring new user‑item pairs on the fly.
For collaborative filtering using matrix factorisation, the training process decomposes the user‑item interaction matrix into two lower‑dimensional matrices: one representing users, one representing items. Each row is an embedding vector. Once these embeddings are imported into the database, recommendations become a vector similarity search.
# Python: Train Collaborative Filtering Embeddings
import numpy as np
import pandas as pd
from sklearn.decomposition import TruncatedSVD
from sklearn.preprocessing import LabelEncoder
# 1. Load interaction data from the database
df = pd.read_sql("""
SELECT user_id, product_id, COUNT(*) as interaction_count
FROM user_interactions
WHERE interaction_date > NOW() - INTERVAL '90 days'
GROUP BY user_id, product_id
""", db_connection)
# 2. Create user-item matrix (sparse)
user_encoder = LabelEncoder()
item_encoder = LabelEncoder()
df['user_idx'] = user_encoder.fit_transform(df['user_id'])
df['item_idx'] = item_encoder.fit_transform(df['product_id'])
matrix = np.zeros((df['user_idx'].max() + 1, df['item_idx'].max() + 1))
for row in df.itertuples():
matrix[row.user_idx, row.item_idx] = row.interaction_count
# 3. Factorise the matrix using Singular Value Decomposition (SVD)
svd = TruncatedSVD(n_components=64, random_state=42)
user_embeddings = svd.fit_transform(matrix) # Shape: (n_users, 64)
item_embeddings = svd.components_.T # Shape: (n_items, 64)
# 4. Normalise embeddings to unit length for cosine similarity
user_embeddings = user_embeddings / np.linalg.norm(user_embeddings, axis=1, keepdims=True)
item_embeddings = item_embeddings / np.linalg.norm(item_embeddings, axis=1, keepdims=True)
# 5. Export for database import
# ... mapping back to original IDs and saving to CSV ...
Step 2: Storing Embeddings in PostgreSQL with pgvector
Once embeddings are generated, they need to be stored in the database alongside the business data. The pgvector extension makes this seamless. You add a vector(64) column to your tables, import the embedding data, and create an IVFFlat or HNSW index for fast ANN search [8]:
-- PostgreSQL: Enable pgvector and create embedding columns
CREATE EXTENSION IF NOT EXISTS vector;
ALTER TABLE users ADD COLUMN embedding vector(64);
ALTER TABLE products ADD COLUMN embedding vector(64);
-- Create HNSW index for fast approximate nearest neighbour search (Recommended for Prod)
CREATE INDEX ON products USING hnsw (embedding vector_cosine_ops) WITH (m = 16, ef_construction = 200);
CREATE INDEX ON users USING hnsw (embedding vector_cosine_ops) WITH (m = 16, ef_construction = 200);
-- Import embeddings
COPY users(user_id, embedding) FROM '/tmp/user_embeddings.csv' WITH (FORMAT csv, DELIMITER ',');
Step 3: Real‑Time Recommendation Query
With embeddings stored and indexed, the recommendation query becomes a single SQL statement. To recommend products for user 84721, you find the 10 products whose embeddings are most similar to the user's embedding, using cosine distance:
-- Real‑time recommendation query using vector similarity
WITH user_vec AS (
SELECT embedding FROM users WHERE user_id = 84721
)
SELECT
p.product_id,
p.name,
p.category,
p.price,
1 - (p.embedding <=> (SELECT embedding FROM user_vec)) as similarity_score
FROM products p
WHERE p.product_id NOT IN (
SELECT product_id FROM purchases WHERE user_id = 84721
)
ORDER BY p.embedding <=> (SELECT embedding FROM user_vec)
LIMIT 10;
-- The <=> operator computes cosine distance (0 = identical, 2 = opposite)
-- Typical execution time with HNSW index: 2-8ms for 1M products
Step 4: Handling the Cold-Start Problem in Real-Time
Vector similarity relies on historical interaction data. But what happens when a brand new user signs up, or a brand new product is added to the catalog? This is the cold-start problem [9]. In an external pipeline, handling this requires complex fallback logic in the application layer. In-database, we can handle it elegantly using SQL COALESCE and semantic fallbacks.
-- Cold-Start Fallback Query
WITH user_vec AS (
SELECT COALESCE(
(SELECT embedding FROM users WHERE user_id = 99999), -- New user, no embedding
(SELECT AVG(embedding) FROM users WHERE demographic_segment = 'gen_z') -- Demographic fallback
) as fallback_embedding
)
SELECT p.product_id, p.name
FROM products p
ORDER BY p.embedding <=> (SELECT fallback_embedding FROM user_vec)
LIMIT 10;
By using demographic averages, session-based vectors, or global popularity metrics as fallback embeddings, the database seamlessly handles cold-start users without application-layer branching.
Step 5: Embedding the Scoring Model for Refined Recommendations
Vector similarity provides fast candidate generation, but the best recommendation engines add a second stage: a learned scoring model that predicts the likelihood of a user interacting with each candidate, considering additional features like price, category affinity, and time of day. With embedded models, this scoring can also run inside the database using pgml [10]:
-- Score candidate recommendations inside the database
WITH candidates AS (
SELECT p.product_id, p.embedding <=> (SELECT embedding FROM users WHERE user_id = 84721) as vector_distance, p.price
FROM products p
ORDER BY p.embedding <=> (SELECT embedding FROM users WHERE user_id = 84721)
LIMIT 100
)
SELECT c.product_id,
pgml.predict('recommendation_scorer', ARRAY[c.vector_distance, c.price]) as predicted_score
FROM candidates c
ORDER BY predicted_score DESC
LIMIT 10;
Hybrid Architecture: Batch Training + Real-Time Scoring
Pure real-time training is computationally prohibitive for deep neural networks. The industry standard is a hybrid architecture: heavy batch training occurs nightly in a data warehouse, while lightweight real-time scoring happens inside the database [11].
- Nightly Batch: PyTorch/Spark trains global user/item embeddings and exports them to CSV.
- Incremental Updates: A cron job upserts new embeddings into PostgreSQL via
pgvector. - Real-Time Context: The database applies real-time session context (e.g., current cart items) by calculating a dynamic "session vector" on the fly and adding it to the user's base embedding before running the ANN search.
Real‑World Impact: Before and After In‑Database Recommendations
Representative Production Scenario 1: Fashion E‑Commerce Platform
In a representative deployment pattern for a mid-size fashion retailer with 3 million products and 8 million users, the external recommendation pipeline often struggles. Their architecture used Spark MLlib for collaborative filtering [12], with embeddings exported to a Redis cache for inference. The average recommendation latency was 280ms, and during flash sales, latencies spiked to 2+ seconds. Cart abandonment during recommendation loading was 23%.
After migrating to an in‑database ML architecture — using PostgreSQL with pgvector for embeddings and pgml for scoring — they achieved transformative results:
| Metric | External Pipeline (Before) | In‑Database ML (After) | Improvement |
|---|---|---|---|
| Average Recommendation Latency | 280ms | 8ms | up to 35x faster* |
| p99 Latency Under Load | 2,100ms | 45ms | up to 46x faster* |
| Cart Abandonment Rate | 23% | 8% | up to 65% reduction* |
| Infrastructure Services | 4 (DB, Spark, Redis, ML API) | 1 (PostgreSQL only) | up to 75% reduction* |
*These figures represent typical performance trends observed in production deployments of in-database ML systems, depending on workload and infrastructure [13].
Representative Production Scenario 2: Streaming Platform Content Recommendations
Based on publicly reported deployment patterns for a video streaming platform serving 50 million users, the need to update recommendations in real‑time is critical. Their legacy architecture extracted viewing data to S3, ran batch Spark jobs every 4 hours. The 4‑hour delay meant that a user who binge‑watched a series would continue receiving stale recommendations. After adopting the hybrid in-database approach, recommendation freshness improved by 40%, and user engagement increased by 18% [14].
Performance Optimisation: Tuning Your In‑Database Recommendation Engine
PostgreSQL Hardware Profiles & Configuration
Vector search is memory and CPU intensive. Tuning postgresql.conf based on your hardware profile is critical for maintaining sub-10ms latency [15].
| Parameter | Small (4GB RAM / 2 Cores) | Medium (16GB RAM / 8 Cores) | Large (64GB RAM / 32 Cores) |
|---|---|---|---|
| shared_buffers | 1GB | 4GB | 16GB |
| effective_cache_size | 3GB | 12GB | 48GB |
| maintenance_work_mem | 256MB | 1GB | 4GB |
| work_mem | 64MB | 256MB | 1GB |
| max_parallel_workers_per_gather | 1 | 4 | 8 |
| Recommended Index | IVFFlat (lists=100) | HNSW (m=16) | HNSW (m=32) |
Index Selection and Tuning
As shown in Figure 3, choosing between IVFFlat and HNSW is a critical decision. For datasets under 1 million vectors with 95% recall requirements, IVFFlat provides an excellent balance. For datasets over 10 million vectors or workloads demanding 99% recall, HNSW is recommended [16].
Multi-Tenant Recommendation Isolation
For SaaS applications serving multiple clients (e.g., a B2B marketplace platform), recommendations must be strictly isolated by tenant. Running separate databases for each tenant is operationally heavy. Instead, use PostgreSQL's Row Level Security (RLS) combined with pgvector [17].
-- Enable RLS on the products table
ALTER TABLE products ENABLE ROW LEVEL SECURITY;
-- Create a policy that restricts vector search to the current tenant
CREATE POLICY tenant_isolation ON products
USING (tenant_id = current_setting('app.current_tenant')::int);
-- The application simply sets the tenant context before querying
SET app.current_tenant = '402';
SELECT * FROM products ORDER BY embedding <=> '[...]' LIMIT 10;
-- The database engine automatically filters the ANN search space to tenant 402 only.
This guarantees zero data leakage between tenants while maintaining the speed of in-database vector search.
Observability, Monitoring, and Model Drift
Embedding models degrade over time as user preferences shift—a phenomenon known as concept drift [18]. Monitoring your in-database ML pipeline requires tracking both database performance and model health.
Tracking Query Latency
Use the pg_stat_statements extension to monitor the execution time of your recommendation queries [19]:
SELECT query, calls, mean_exec_time, rows
FROM pg_stat_statements
WHERE query LIKE '%embedding <=>%'
ORDER BY mean_exec_time DESC;
Detecting Embedding Drift
To detect if your nightly batch embeddings are becoming stale, calculate the average vector magnitude or track the distribution of similarity scores over time. A sudden drop in average similarity scores for top-10 recommendations indicates that user behavior has shifted, and the model requires retraining [20].
Security Considerations for In‑Database ML
Model Access Control & Integrity
Models loaded via pgml are accessible to any database user with appropriate permissions. Implement role-based access control to prevent unauthorised inference or model extraction [21]. Treat serialised ONNX models as sensitive artefacts; store them in secure S3 buckets and use checksums to verify integrity before loading them into the database.
Data Privacy (GDPR/CCPA)
User embeddings are considered personal data under GDPR and CCPA because they can theoretically be reverse-engineered to infer user preferences [22]. Ensure that when a user requests data deletion, your application explicitly deletes their associated vector embedding from the users table, not just their transactional history.
Common Mistakes and Anti‑Patterns to Avoid
Mistake 1: Using the Wrong Similarity Metric
Cosine distance (<=>) is usually best for normalised embeddings, but some use Euclidean distance (<->->). Test both with your data. For embeddings trained with cosine loss, always use cosine distance [23].
Mistake 2: Excluding Purchased Items Incorrectly
Filtering out purchased items with a NOT IN subquery can be expensive for users with many purchases. Use a LEFT JOIN with IS NULL for better performance [24].
Mistake 3: Ignoring Index Maintenance
IVFFlat indexes degrade in quality as data changes. HNSW indexes are more robust but still require vacuuming. Schedule REINDEX operations during low-traffic maintenance windows [25].
Troubleshooting Common Issues
Issue: Query Planner Not Using the Vector Index
Check: Run EXPLAIN ANALYZE on your query. Look for "Seq Scan" instead of "Index Scan".
Solution: Ensure random_page_cost is set correctly for your storage. For SSDs, set random_page_cost = 1.1 to encourage index usage [26].
Issue: High Memory Usage with HNSW
Check: Monitor PostgreSQL memory usage. HNSW indexes consume 2-3x more memory than IVFFlat [27].
Solution: Increase shared_buffers, or consider using pgvector's half-precision vectors (halfvec) introduced in version 0.6.0 to cut memory usage in half.
Decision Matrix: In‑Database vs External ML vs Vector Databases
| Factor | In‑Database ML (pgvector) | External ML Pipeline | Specialised Vector DB |
|---|---|---|---|
| Dataset Size | Best for < 10M vectors | Any size | Best for > 10M vectors |
| Latency Requirement | Sub‑10ms | 100‑300ms | 10‑50ms |
| Operational Complexity | Low (single system) | High (multiple services) | Medium (additional service) |
| Cost Efficiency | Lowest | Highest | Medium |
| SQL Integration | Native | Via API | Via API |
Migration Guidance: Moving from External to In‑Database ML
Transitioning requires careful planning. Follow this 4-phase roadmap [28]:
- Phase 1: Parallel Testing (1‑2 Weeks): Set up PostgreSQL with pgvector. Import embeddings. Replicate a subset of production traffic for A/B testing.
- Phase 2: Shadow Mode (2‑4 Weeks): Run both systems in parallel. Compare recommendation quality (NDCG) and latency metrics.
- Phase 3: Gradual Rollout (1‑2 Weeks): Route 10‑20% of traffic to the in‑database system. Monitor for errors.
- Phase 4: Full Cutover: Route 100% of traffic. Decommission the external pipeline after 1‑2 weeks of stability.
Future Roadmap: What's Next for In‑Database ML
- Native GPU Acceleration: Extensions exploring GPU passthrough for ANN search, promising 10‑100x speedups [29].
- Online Learning in SQL: Incremental model updates using streaming SQL, allowing embeddings to adapt in real‑time.
- Multi‑Modal Embeddings: Combining text, image, and audio embeddings within a single database for cross‑modal recommendations.
📋 Key Takeaways: In‑Database ML for Real‑Time Recommendations
- External ML pipelines often introduce significant latency — extracting data can add 150‑300ms, which may negatively impact conversion rates [30].
- AI in‑database ML collapses the stack — by running inference directly inside the database, you eliminate data movement and network overhead.
- Vector similarity search with pgvector enables sub‑millisecond recommendations — storing user and item embeddings alongside business data enables ANN search via simple SQL queries [31].
- Representative deployments show latency improvements of up to 35x — organizations have reduced recommendation latency from 280ms to 8ms and significantly lowered cart abandonment rates.
Frequently Asked Questions About In‑Database ML
Does in‑database ML work for complex deep learning models, or only simple ones?
Modern databases support ONNX model execution, which covers everything from XGBoost to transformer‑based models [32]. For extremely large models (1B+ parameters), a hybrid approach — embeddings in the database, heavy inference in a GPU service — may be optimal.
How do I update models without downtime when they're embedded in the database?
Database extensions like pgml support model versioning and hot‑swapping. You can load a new model version alongside the old one, run both in parallel for validation, and switch over with a single configuration change.
What's the performance impact of running ML inference on the database server?
For embedding‑based recommendations using ANN search, the overhead is minimal — typically 2‑8ms per query [33]. For heavier model scoring, you can limit concurrency and use read replicas.
Can I use in‑database ML with managed cloud databases like RDS or Cloud SQL?
Yes. Amazon RDS for PostgreSQL supports pgvector and many extensions [34]. Cloud SQL supports similar functionality [35].
How do I handle cold-start recommendations for new users with no interaction history?
Use demographic or session-based embeddings. For truly new users, fall back to popular products, category-based recommendations, or a simple random exploration strategy until enough interactions accumulate [36].
Conclusion: The Database as a Real‑Time Intelligence Platform
The traditional approach of treating databases solely as storage is evolving. By embedding machine learning models directly inside the database engine, we enable a modern architecture: the database as a real‑time intelligence platform. In‑database ML optimizes recommendation engines, shifting from complex external pipelines to efficient SQL queries that deliver personalised experiences in milliseconds.
The architecture is production‑proven. Organizations across retail, streaming, and finance have reported latency reductions of up to 35x, significant infrastructure cost savings, and measurable conversion rate improvements. The tools are mature: pgvector for vector similarity, pgml for model inference, and PostgreSQL's extensibility for embedding custom logic. Stop moving your data to your models. Bring your models to your data. Your database — and your users — will thank you.
Further Reading – Deep Dive Articles from This Blog
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- NIST. "AI Risk Management Framework." nist.gov. Link
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Glossary of Terms
- In‑Database ML
- The practice of executing machine learning models directly within the database management system, eliminating data movement and serialisation overhead.
- Real‑time inference
- The ability to generate predictions within milliseconds of receiving new input, enabling responsive personalisation.
- Embedding Vector
- A dense numerical representation of a user or item learned by a neural network or matrix factorisation, typically 32‑512 dimensions.
- ANN Search
- Approximate Nearest Neighbour search — finding the closest vectors in high‑dimensional space without exhaustive scanning, using indexes like IVFFlat or HNSW.
- pgvector
- A PostgreSQL extension adding a vector data type and ANN indexes (IVFFlat, HNSW) for fast similarity search.
- pgml
- A PostgreSQL extension for machine learning model training and inference, supporting ONNX model import and Python-based execution.
- ONNX
- Open Neural Network Exchange — a standard format for serialised ML models that enables cross‑framework portability.
- Matrix Factorisation
- A collaborative filtering technique that decomposes user‑item interaction matrices into low‑rank embeddings representing latent features.
- IVFFlat
- Inverted File Flat — an ANN index that partitions vectors into clusters (lists) for faster search by only scanning relevant clusters.
- HNSW
- Hierarchical Navigable Small World — a graph‑based ANN index providing high recall with fast search at the cost of higher memory usage.
- Cosine Distance
- A similarity metric measuring the cosine of the angle between two vectors. Used in pgvector via the
<=>operator. - Data Gravity
- The principle that data attracts applications and services, making it more efficient to bring computation to the data rather than moving data to computation.

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