There are some small ml cases that seem to work ok, like suggestions for message responses.
But YouTube video suggestions for example seem so facile. If I click a few videos about today's news, then every video suggestion quickly becomes similar content. Even though I am subscribed to a dozen niche channels and may have watched a bunch of science and engineering videos, I don't get any suggestions related to that unless I directly seek them out. After which, all my suggestions turn to engineering videos.