Artificial Intelligence and Business
by Brandon Smith
Kevin Kelly’s book “The Inevitable”, left me with many takeaways about the future of business in the upcoming years. His lesson on artificial intelligence and the implications it has on the business world really stood out to me. Kelly explained that A.I. is starting to change the entire world very rapidly. For example, we now have A.I. that can perform medical procedures at the same level of proficiency as a veteran doctor. We have A.I. that can highlight and target certain legal documents, acting as an artificial attorney. We have A.I. that can even take off, fly, and land planes without the assistant of a human pilot.
As we have seen in the past marketing and technology go hand in hand. Since the begging of time, people have depended on tools and technology to automate their work and reduce manual efforts. As A.I. becomes increasingly more powerful, businesses everywhere big and small will utilize this technology for their advantage. Posted below are some of the biggest business trends A.I. is responsible for.
Predictive analytics is considered a form of A.I. It is used in many different ways. For instance, when you stream through Netflix predictive analytics are responsible for your suggested movies and T.V. shows. As you browse and view movie titles, predictive analytics store this information into a data base. The data base is then broken down with the use of several different algorithms. After creating the algorithm Netflix can then create suggestions on what you most likely would like to watch.
Companies such as IBM and Under Armour have joined efforts to revolutionize the health and fitness industry with predictive analytics. Under Armour recently decided to incorporate IBM’s supercomputer Watson inside its new fitness/ health tracing app called “Record.” Record is an app will track and analyze your workouts, sleep data, and nutrition, taking info from fitness trackers, smartwatches, third-party apps, from data you enter into it, or that you enter into UA’s other popular fitness apps like MyFitnessPal or UA’s MapMyFitness apps.
UA claims Watson will monitor all data collected and then produce personal nutrition and training advice for end-users. It will base its suggested results on other people who have similar health/fitness profiles, as well as data pulled from things like nutritional databases, physiological, and behavioral data.
In a recent press release, IBM broke the app down stating, “A 32-year-old woman who is training for a 5K race could use the app to create a personalized training and meal plan based on her size, goals, and lifestyle. The app could map routes near her home/office, taking into account the weather and time of day. It can watch what she eats and offer suggestions on how to improve her diet to improve performance.” (Bort, 2016)
Want to view photos from a recent trip? Research flights? Need a wake-up call? Well then just tell your mobile and home speech devices. Speech and voice recognition A.I. is starting to produce outstanding results. According to Steve Cheng Google’s director of product management, “Talk to the Google app as naturally as you would if it were human — it’s designed to understand conversation that way.” (Cheng, 2016)
Currently more than half of teens use voice search daily; 41 percent of adults talk to their phones every day. It is believed by 2019, the voice recognition market will be a $601 million industry, according to a report from Technavio.
Voice search will change the way people search for and discover content. This means marketers will have to drastically alter the way their content is optimized. The change to voice search has led to variations of how Google displays search results. Google voice searches on mobile devices are more likely to generate direct answers. This means more noticeable text displayed directly on top of search results. As a bonus, the source and text is read aloud to the user freeing them from having to text.
As voice and speech A.I. continues to improve, users will convert search methods that don’t involve typing. The brands that consider content in frameworks of natural speech will reach their audience faster. To stay relevant in the business industry, companies must quickly adapt to this changing environment and begin to think with their voice rather than their fingers.
A.I. programs are currently being developed to effectively automate web design. Ground-breaking organizations such as Grid and Wix have developed a new technology to help ordinary web users create professional websites in a matter of minutes. Using A.I., generated by a complex algorithm of logics and code, both companies have made website building software that can help create your website in a short amount of time.
This A.I. software actually is quite simple. Essentially, the A.I. subordinate asks you a series of questions, helping it determine the nature of your business and the style of website you are trying to generate. Then, after hundreds of hours of generating programmed algorithms, it determines a correct combination of branding, layout, design and content. This saves the user from hours of physically building one’s website. You don’t have to painstakingly design each and every element. The A.I. handles essentially everything, allowing you to focus on producing the best content for your desired audience. For webmasters with a tight budget, these programs provide a cheaper substitute than manually coded web design.
Although A.I. web design has lots of potential, many have mixed feelings about this new technology. Many web developers and designers stress that artificially developed websites are unable to be as careful as hand-drawn ones. Many feel that A.I. lacks the human intellect that is conveyed into the project by a real artist. This will potentially cause websites to appear mechanical and procedural generated, lacking the flexibility and elegance that a human developer incorporates into the project.
There is also the argument that A.I. in web designing may cost many developers their jobs. Both Grid and Wix have emphasized that their goal is to create a platform that prioritizes easy website creation as much as it does professional human involvement, only time can tell what kind of an effect this will have on our world’s business.
Brands are shifting toward A.I. for the purpose of locating and prioritizing the most important social interactions. This allows social media managers to spend their limited time more effectively.
A.I. has access to data that people cannot easily acquire. Data such as what devices were used to send a tweet, does it contain dangerous links, is the sender a real person or bot. A.I. can help you order your social media pages by putting high-profile users at the head of the queue. Allowing you to view the content you actually care about, creating a better experience for the user. A.I. for finding and prioritizing social media interactions is now an essential tool for community managers, marketers, and customer service teams. A.I. doesn’t always assess everything perfectly, but what it can do, it does at high speed, enabling it to take stress off human team members.
Will an A.I. take my job? That’s the question many social media managers are asking. Don’t worry, the answer is no. A.I. can help you find 10x content, but it can’t respond for you. It can’t create tweets or understand what people are communicating to you. A.I. can only make you stronger, but it can’t replace the essential truth of social media, that being human interactions.
The number of social media networks has increased over time and will continue to increase. As a result, the way people interact will increase as well. Social interactions are never going to be smaller than it is now, and it’s already overwhelming. Computer aids for making the most of the critical social media interactions will soon be seen as a necessity, on a par with spam protection for emails and virus protection for applications. We have only just entered the age of A.I. for social media, and there is much more to come.
With in the recent year google has stated that they have begun to utilize RankBrain. RankBrain is an A.I. program used to interpret large search queries. With machine learning, RankBrain will likely understand what users are searching for well beyond human capabilities. Businesses should remember the importance of improving user experience, helping to connect people to information based on the intent of their search,” said Clarke Smith, Brandmuscle’s chief strategy officer. “This should be positive news for marketers who have subscribed to the philosophies of good online marketing — that being continue to publish high-quality content that solves problems.
Deep learning, is currently reinventing many of the Internet’s popular services, from Facebook and Twitter to Skype. Over several months, it is responsible for reinventing Google Search, where the company creates most of its revenue. As of October, RankBrain played a role in “a very large fraction” of the millions of queries that go through the search engine with each passing second.
In the past, Google relied mostly on algorithms that followed a strict set of rules set by humans. The concern — as described by some former Google employees — was that it was more difficult to understand why neural nets behaved the way it did, and more difficult to tweak their behavior.
As Google moves search to this A.I. model, it’s unclear how the move will affect its ability to defend its search results against claims of unfairness or change the results in the face of complaints.
Today, Google is facing an European anti-trust investigation into whether it unfairly demoted the pages of certain competitors. What happens when it’s really the machines making these decisions, and their rationale is indecipherable? Humans will still guide these machines, but not in the same way they were guided in the past.
In any event, deep learning has arrived on Google Search. And the company may have used other forms of machine learning in recent years, as well. Though these technologies sacrifice some control, Google believes, the benefits outweigh that sacrifice.
Lacking A.I., the sales department can waste countless hours sorting through leads and follow ups. A.I. can help filter through those leads based on data patterns. The ending result is a list of leads that are more likely to buy your product or service. A.I. tools are fundamentally providing advice on when and where the salesperson should focus their attention. As a result, sales become better suited to the target audience.
According to John Boitnott, journalist and digital consultant who used to run operation at a small business, “the biggest challenge was not setting up our system to use Salesforce. It wasn’t building up automation. It was helping my salespeople know what to do.”
Customer service is currently a top priority for businesses big and small. Brands have begun to see the benefits of using data analytics to personalize their customer service. As a result, customers now expect that level of customization when they call for help. A.I. can help even the largest call centers in creating a more helpful customer experience.
For example, if you have a list of articles and an article that’s most relevant is already sitting at the top of your feed, and it’s telling you nine out of ten times people who have this problem did this? Think about how much easier that is (as a customer service rep). You don’t have to guess, you don’t have to research, and you don’t have to spend the time looking.
Quick Recap/Main Takeaways
To quickly restate, A.I. is changing business in every way. A.I. can now produce better recommendations and suggestions for users. For example, companies such as IBM and Under Armour has joined together in efforts to revolutionize the health and fitness industry. Under Armour has recently decided to incorporate IBM’s supercomputer Watson inside its new fitness/ health tracing app called “Record.” Record is an app will track and analyze your workouts, sleep data, and nutrition, taking info from fitness trackers, smartwatches, third-party apps, from data you enter into it.
Speech will overtake text. Speech and voice recognition A.I. is starting to produce outstanding results. According to Steve Cheng Google’s director of product management, “Talk to the Google app as naturally as you would if it were human — it’s designed to understand conversation that way.” (Cheng, 2016) To stay relevant in the marketing industry, companies must quickly adapt to this changing environment and begin to think with their voice rather than their fingers
A.I. is the new web designer. A.I. Saves the user from hours of work that involves physically building one’s website. You don’t have to painstakingly design each and every element. The AI handles everything, allowing you to focus on producing the best content for your desired audience
Brands are shifting toward A.I. for the purpose of locating and prioritizing the most important social interactions. A.I. has access to data that people cannot easily acquire. Data such as what devices were used to send a tweet, does it contain dangerous links, is the sender a real person or bot. A.I. can help you order your social media pages by putting high-profile users at the head of the queue.
RankBrain is an A.I. program used to interpret large search queries. With machine learning, RankBrain will likely understand what users are searching for well beyond human capabilities. Businesses should remember the importance of improving user experience, helping to connect people to information based on the intent of their search.
Customer service is currently a top priority for businesses big and small. Brands have begun to see the benefits of using data analytics to personalize their customer service. As a result, customers now expect that level of customization when they call for help.
Finally, many people believe that A.I. will eventually take their job, leaving them job less. Kevin Kelly explains in this video about how society should embrace A.I, not fight it. A.I. is only going to further develop, we should view this new technology as a blessing not a curse. A.I. is a tool, as stated at the begging humans have relied on tools since the dawn of time.