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Unit 1: Overview of Artificial Intelligence

Creative Virtual has deployed artificial intelligence customer support systems, or automated Notes
online assistants at HSBC and Lloyds Banking Group, to assist financial services customers with
services such as checking an account balance, signing up for a new credit card or retrieving a
forgotten password.

1.2.3 Artificial Intelligence in Marketing

Artificial intelligence is a field of study that “seeks to explain and emulate intelligent behavior
in terms of computational processes” through performing the tasks of decision making, problem
solving and learning. Unlike other fields associated with intelligence, Artificial intelligence is
concerned with both understanding and building of intelligent entities, and has the ability to
automate intelligent processes. It is evident that artificial intelligence is impacting on a variety
of subfields and wider society. However, literature regarding its application to the field of
marketing appears to be scarce. Advancements in Artificial intelligence’s application to a range
of disciplines have led to the development of Artificial intelligence systems which have proved
useful to marketers. These systems assist in areas such as market forecasting, automation of
processes and decision making and increase the efficiency of tasks which would usually be
performed by humans. The science behind these systems can be explained through neural
networks and expert systems which are computer programs that process input and provide
valuable output for marketers. In the area of social networking, AI is used to Artificial intelligence
systems stemming from Social computing technology can be applied to understand social
networks on the Web. Data mining techniques can be used to analyze different types of social
networks. This analysis helps a marketer to identify influential actors or nodes within networks,
this information can then be applied to take a Societal marketing approach. Artificial intelligence
has gained significant recognition in the marketing industry. However, ethical issues surrounding
these systems and their potential to impact on the need for humans in the workforce, specifically
marketing, is a controversial topic. AI-enhanced analytics programs also provide survival
modeling capabilities suggesting changes to products based on use.

Example: Customer patterns are analyzed to learn ways to extend the life of light bulbs
or to help decide the correct dosage for medications. High-tech data mining can give companies
a precise view of how particular segments of the customer base react to a product or service and
propose changes consistent with those findings.

1.2.4 Artificial Intelligence in HR

Artificial Intelligence (AI) has been used in business applications since the early eighties. As
with all technologies, AI initially generated much interest, but failed to live up to the hype.
However, with the advent of web-enabled infrastructure and rapid strides made by the AI
development community, the application of AI techniques in real-time business applications
has picked up substantially in the recent past.
Computers are fundamentally well suited to performing mechanical computations, using fixed
programmed rules. This allows artificial machines to perform simple monotonous tasks
efficiently and reliably, which humans are ill-suited to. For more complex problems, things get
more difficult. Unlike humans, computers have trouble understanding specific situations, and
adapting to new situations. Artificial Intelligence aims to improve machine behavior in tackling
such complex tasks.

Together with this, much of AI research is allowing us to understand our intelligent behavior.
Humans have an interesting approach to problem-solving, based on abstract thought, high-level
deliberative reasoning and pattern recognition. Artificial Intelligence can help us understand

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