ARTIFICIAL INTELLIGENCE 2
Running head: ARTIFICIAL INTELLIGENCE 1
Artificial Intelligence and Information Technology in the Business Environment
Name
University
Abstract…………………………………………………………………………………….3
2.0 Introduction………………………………………………………………………………….4
3.0 Artificial Intelligence Definition…………………………………………………………….4
3.1 Machine learning…………………………………………………………………………….5
4.0 Artificial Intelligence in Marketing………………………………………………………… 6
4.1 Chatbots………………………………………………………………………………………7
4.2 Personalized User Interface and User Experience…………………………………………….8
4.3 Artificial Intelligence generated content……………………………………………………….9
4.4 Smart Content Curation………………………………………………………………………10
5.0 The influences of information technology on business………………………………………10
5.1 Cloud Computing…………………………………………………………………………….11
5.2 Resources Management………………………………………………………………………11
5.3 Information Protection……………………………………………………………………….12
5.4 Provision of Customer Satisfaction………………………………………………………….12
6.0 Conclusion……………………………………………………………………………………13
7.0 References……………………………………………………………………………………14
1.0 Abstract
The recent days the innovation of technology become increasingly in the world. Artificial Intelligence tends to be a technological innovation, which is growing very fast in the business sector. Therefore, chief executive officers in different companies are taking advantage of AI innovation such as machine learning advancements for the improvement of the business activities including, marketing of products, promotion of goods and services and targeting specific customers segments. Moreover, Robots used in companies, self-driving cars on the roads, artificial intelligence playing games, smart watches used to monitor the health of the patients serves as some of the innovation examples of technology under artificial intelligence (AI) having an impact on the society and business sectors around the world. The article is the overview of artificial intelligence and information technology innovation and the consequent effects on the global business campaign.
Keywords: artificial intelligence, marketing, information technology, business, machine learning
2.0 Introduction
Globally, the innovation of artificial intelligence is one of the vital engines used for the improvement of living standards across the world. Such advancement in technology in the current years transformed have been transforming activities engaged in the companies. Artificial Intelligence (AI) in recent decades has contributed to the growth of the global business around the world. Particularly the innovation of AI boasted the marketing activities of the industry, thus, CEOs’ transforming to AI companies. Subsequently, the application of artificial intelligent in marketing has made the marketers have an easy task when marketing the products and services of their business.
As the technology becomes more useful in the business marketing, the marketers should be able to adapt to such kind of technology and have knowledge as well as skill on how the IA shall effectively have benefits to the company. Moreover, peoples’ understanding of personal roles to create and distribute value in an artificial intelligence powered business is well vital for the growth of their career along with the company. The ‘artificial intelligence marketing era’ changes how the marketers relate and have interaction with the customers, the application of the new tactics, as well as the tools used in achieving the goals in the business. In a nutshell, the paper defines artificial intelligence along with discussing one of the major applications of artificial intelligence, which include marketing as a tool in the global business campaign.
3.0 Artificial Intelligence Definition
The founder of AI Google company Demis Hassabis defined artificial intelligence as the ‘branch of science, which makes machines smart’ in term of its operations (Forrest,2015). The artificial intelligence includes various subset which provides for, machine learning producing the real-world applications of the artificial form. The AI application consists of recognition of the voice and image through the created software, search suggestion, and virtual assistants as a tool for business communication amongst marketers and customers or even between business partners. In light, therefore, the term artificial intelligence is defined as a computerized system which intakes information to achieve tasks of intelligent beings in a manner that exploit the chances of success in its application (Marinchak,2018). The technological invention of the artificial intelligence is developed at different rates, however, focuses on imitating the intelligence of the human beings in the computer thus making their operations ‘smart’ by achieving the goal of the business owners or even marketers.
The categories of artificial intelligence are two, including Artificial General Intelligence, commonly known as Strong AI. Artificial General Intelligence (AGI) hypothetically does any tasks that an intelligent human can do. Moreover, AGI is widely represented in science fiction and is thought of as artificial intelligence, which can handle a quite number of tasks and acts as human. On the other hand, Narrow Artificial Intelligence, commonly known as Weak AI is a type of AI which designed to perform particular tasks effectively. Such AI advanced at the dominion of cognitive abilities, which include predictive analysis, segmenting groups of customers, image recognition, and driving cars. The Narrow AI is mostly commonly used in the daily as spam mailing robots and recommendation systems on various websites (Forrest,2015). For example, recommends the purchasing of Amazon products as well as the recommendation of Netflix’s personalized movie along with the TV show.
3.1 Machine learning
Machine learning is a sub-category of artificial intelligence which utilizes computer programs in learning and improving upon themselves and tends to process a large volume of data. Machine learning is the form of artificial intelligence which permits AI to learn without being coded to do so. The machine learning is a form of AI which has grown fast over the past decades and has been enabling marketers to be effective in the task of marketing in the business world. In such cases, a variety of training data is compelled together to teach a machine learning system in identifying the correct and desired output for a given input. Subsequently, continues to advance upon itself over time as more data points are being processed. The algorithms used in teaching machine learning systems include Reinforcement Learning, Unsupervised Learning, and Supervised Learning (Siau,2017).
4.0 Artificial Intelligence in Marketing
Marketing is one of the fields in the business campaign, which requires a lot of creative and critical thinking to keep the customers intact and remain connected to business products and services. In regards, for such a goal to be achieved the marketer benefits from the various applications of artificial intelligence (Kose,2017). As technology advances, marketers should be more creative and have a thought of how to improve marketing strategies to have an advantage in the competitive market place. The marketers should be knowledgeable and have a great understanding of how to be creative to apply artificial intelligence software to offer competitive differentiation in the business. Company brands which tend to delight customers during marketing with meaningful stories, human-centered strategies, or even immersive experience become leaders in the marketing in the Artificial Intelligence Marketing Era (Forrest,2015) increasingly.
The benefits of utilizing artificial intelligence applications include; providing insights in improving decision making along with creating appropriate creative strategies for marketing. Secondly, the creativity of the artificial intelligence allows ‘creativity’ to be a vital tool as a differentiating factor for business hence tends to facilitate impactfully, and personalized customers experience. The last benefit of AI is that it enhances the effectiveness of creative assets by channeling them to targeted customers in the right manner at the set time (Marinchak,2018). The creative application of the Artificial Intelligence in marketing sectors consists of Artificial intelligent generated and smart content curation, voice search, chatbots, programmatic media buying, web, and App Personalization, marketing automation, predictive analytics, predictive customer service, and Digital advertising.
4.1 Chatbots
Chatbots are kind of AI which imitates human intelligence with the ability to interpret queries of customers along with completing orders for them. The development of the Chatbots may do not require a large business brand including massive budgets for the development, instead is a platform which needs a small developer’s team with the ability to create such application to improve IA marketing. The ease creation of such techniques enables many businesses to be in a better place of connection with their customer. As a result, enhancing ease communication for any transaction (Marinchak,2018). The companies take advantages of messenger applications like WhatsApp, Slack, Facebook Messenger to communicate with their consumers. Currently, many consumers use such application to chat with business owners and marketers for quick responses.
In such case, the chatbots provide automated responses to the frequent questions asked by the potential customers, as well provide a further solution by giving a way of searching for the products are looking to purchase or even the services offered. The responses are achieved since the AI power the chatbots to have the ability to answer the open question asked by the customer. Consequently, the robots machine learning and natural learning processing to have the correct answer or even response to the clients. The advantages of chatbots are that, can serve the customers 24/7 and save the information collected. Chatbots are friendly to the customers and never seems to lose patience when waiting to serve the clients, unlike the clients who may get annoyed during interaction the robots always responses well.
In light, the application of the chatbots in marketing is enabling the marketers to have an easy task when marketing for the products and services of the industry. The business using such kind of application have improved their sales around the world in the AI era (Kose,2017). Sephora brand, for example, uses the chatbot to offer beauty assistance to its customers and provide the most beautiful cosmetic products according to the needs of their clients. Through its website or even application, Sephora Visual Artist, the potential customers can ‘test’ Sephora products such as eyeshadows, highlighting pallets, and lipsticks. Then, the Visual Artist identifies the facial characteristics, thus using augmented reality to apply the selected product to the photograph of the user. The Sephora Visual Artist can apply automatic an eyeshadow suggestion to the clients basing on the customer’ skin tone.
4.2 Personalized User Interface and User Experience
The capability of artificial intelligence personalizing experiences of the customers at scale is applied to the UI and UX design. By assimilating artificial intelligence into how consumers interact with the brand online, a business has an opportunity to optimizing its websites in real time. As a result, adjusting to individual customer behaviors. The personalized User Interface and User Experience applications have the potential of making the business adapt to such customer behaviors (Marinchak,2018). Companies including Facebook, Amazon, Netflix, and Google are utilizing intelligent product recommendations along with personalized real-time basing on user behavior to make more relevant experiences to the clients. The personal-care brand Nivea, for instance, uses the customized application to target its customers. By use of ‘Alibaba’ personalization capabilities, the company manages to tailor the consumers experience around the prior behavior of the same clients during the pricing of the commodity (Marinchak,2018).
In the AI marketing Era, the Marketers have realized the incredible benefit from the UI and UX applications which provide more relevant experiences for the consumers. Through services such as Convert and Optimizely, marketers develop a very personalized online experience, which changes in real-time based on the behavior of the customers (Forrest,2015). In regard, the marketers can provide the content which is most related to the needs of the customers. if a consumer viewed a particular product like a pair of shoes on a particular business website, then, when the same customers visit the same website next times, the applications tend to greet the client with the content correlated to the footwear. Eventually, the customer creates a desire to purchase the commodity. Instead of the UA and UI expose irrelevant marketing messages to the customers, the applications expose the content explicitly designed for visiting customers who have a specific need.
4.3 Artificial Intelligence generated content
AI generated content are creative in such that cannot allow any person to write an opinion or even a blog post concerning a particular industry. Nonetheless, it is effective and aids the businesses to draw visitors to the businesses’ site through self-programming and writing. The artificial intelligence program is capable of picking elements from a set of data and eventually structure a ‘human sounding’ article. For instance, an artificial intelligence writing program is known as “WordSmith” managed to produce approximately 1.4 billion content pieces in 2016 and projected to greatly grow shortly as the marketers continue to utilize it (Kose,2017). Furthermore, the artificial intelligence writers are helpful to report on regular, and data-focused activities such as earnings reports and market data. For example, if a person serves financial services position on a particular company, then artificial intelligence generated content can form an effective and helpful component for the content marketing plans.
4.4 Smart Content Curation
Artificial Intelligence powered content curation permits the user to involve visitors on the site by representing a content which is relevant to them. Smart content curation is mostly applicable for in blogging content and even to personalize site messaging further widely. Furthermore, the technique is useful for subscription businesses, whereby, the more particular individuals tend to use the service, the machine learning algorithm has to use more data, and eventually the better the content becomes recommended. Netflix recommendation systems serve as the best example of smart content curation, which consistently able to recommend the customers on which is relevant to them.
5.0 The influences of information technology on business
The increasing growth of information technology innovations influences the development of businesses worldwide. Different businesses are benefiting from the digitized information, thus achieving success and improving in every activity involved in the enterprise. The advanced technology enables the businesses in scoping and analyzation of the data, which help in planning business strategies. To utilize digitized information indicates that the analysis of the data is precise and accurate; therefore, the optimization of profit in the industry (Luftman,2017). The businesses aspects influenced by information technology include, cloud computing, resource management, business process automation, provision of customers satisfaction, and protecting business information.
5.1 Cloud Computing
The cloud computing concept is enormously common among businesses which owe to the effectiveness in operations of the business provides. Cloud computing utilizes information technology in capitalizing on its capacity of providing improved speed and time along with resource management for enterprises. Many businesses are shifting to cloud computing technology to take advantage of its benefits. According to academic research, more than $1 trillion shall be spent in the implementation of the information technology which shall help in shifting of businesses to cloud computing by 2021 (Luftman,2017). The cloud-first approach is becoming the foundation of companies to stay relevant in a fast-growing competition in the market place. The cloud services market is becoming notable in recent days hence proving the located allocated IT spending. In result, innovation is helping in creating new startups generation, which is born in the cloud systems.
5.2 Resources Management
In any business, there are several resources which demand solution for such an enterprise to remain in its operation. The resources consist of human resources, marketing resources, and even financial resources. For big companies, the management of resources becomes difficult. Therefore, the information technology innovations play a critical role to manage the resources easily through the introduction of wide choices of possible solutions (Noe,2017). The Enterprise Resource Planning (ERP) integration, for instance, has enhanced the effectiveness of several business processes. Enterprise resource planning is software in the business management, which enables a company to use a sequence of integrated applications which can manage and automating various organization’s operations. The diverse organization recently utilize ERP software for the management of resources hence paving the way in the competitive business environment.
5.3 Information Protection
Every company has a huge database which comprises
variety of information correlated to the transactions of the businesses, and even the details of the clients. The information contained in the systems is essential to business and cause a lot of chaos if in some point, get lost. In this scenario, information technology becomes applicable by providing the right resources for storing the information in a manner that enhances the extreme protection of such information. Computer-generated storage systems keep the information safe as it allows only limited users in accessing the information (Cui,2015). The increasing protection enhanced through information technology as well ensures that the virtual storage systems are free from hacking, and it is impossible to wipe the information which may result in some problems in the organization’s management. In a nutshell, the information technology assists in upholding the integrity of the business.
5.4 Provision of Customer Satisfaction
The experiences and satisfaction of the customers are vital features of all businesses. Customer satisfaction is enhanced by supportive customer care and how the team is effective in catering the customers’ requirements. The information technology offers the best tools to communicate with customers and to solve their difficulties in real time. Moreover, the advanced information technology unlocked the messaging platforms including, social media and Emailing, which are greatly used by the customers to engage in the online purchasing of products (Luftman,2017).
6.0 Conclusion
In conclusion, it is a reality that, AI and information technology are new trends in the 21st century which make it possible for individuals primarily in the business sector accepts and utilize them to establish benefits on the businesses. Customers embrace the ability of such technological innovation to have purchase commodities along with easily having services, thus making life more comfortable in the business environment. The marketers are becoming knowledgeable about how to be creative to adapt the artificial intelligence technology in the marketing operations. Creation of websites, including chatbots, personalized user interface, and user experience, has promoted the sales operations of the businesses. An organization utilizing the application are paving the way in the competitive market place. Generally, for any organization planning to have fast growth and take advantages in the current competitive business world, it must embrace the artificial intelligence and Information technology innovations.
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