Machine Learning algorithms can only be as good as the structure of the data they use, and the scripts they have to inform them of data context. This sign from New Cuyama is a decent demonstration of what a world of unstructured data can look like to a machine.
Roger Schank and Robert Abelson proposed Script Theory to deal with issues of cultural knowledge in machine interpretation (it kind of applies). See Script Theory.
This photo and initial commentary via Michael Nielsen on Twitter. (twitter)