Imagine you measure the heights of a crowd, but nobody recorded who is a child and who is an adult. You strongly suspect there are two groups mixed together, each roughly bell-shaped. You want to find the average height of each group — but to do that you'd need to know who belongs to which group, and that is exactly the information you don't have.
This is a chicken-and-egg problem. If you knew the group labels, fitting each bell curve would be easy. If you knew the curves, guessing the labels would be easy. You have neither.
Expectation-Maximization (EM) breaks the deadlock with a wonderfully simple idea: make up an answer, then let it improve itself. Start with a rough guess for the two curves. Use it to assign each point a soft guess of which group it came from (the E-step). Then pretend those guesses are true and re-fit the curves (the M-step). Repeat. Each round fits the data at least as well as the last, and the picture sharpens until it locks into place.
EM was given its general form and name by Dempster, Laird and Rubin in 1977, and it is one of the workhorses behind clustering, topic models, and missing-data statistics today.
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