content: *its. Sorry, after that many uses of it I was starting to go crazy. No apostrophe for the possessive version. The apostrophe is only used for the contraction. Yes, it's confusing. You are absolutely right about AI. Complex systems that were designed by people are already challenging to understand. Something dynamically designed by a machine to optimize for a massive set of variables would be nearly impossible to comprehend. The "bent paperclip" comes to mind - http://www.nasa.gov/centers/ames/research/exploringtheuniverse/spaceantennas.html