Mimicking the human thought process
"Artificial Intelligence focuses on how computers learn from data and mimic human thought processes." - https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6669105/
When it comes to matching, every organization has it's own beliefs around what constitutes a match. Because of this, every match solution needs to be able to customize their match algorithm to the customers match beliefs.
Machine learning enables the best ability to accomplish this because it mimics the human thought process.