Ch. 10: AI
= a subset of machine learning, which makes the computation of multi-layer neural networks feasible
deep learning
unsupervised learning has led to __
deep learning
two main areas of artificial intelligence
deep learning and machine learning
unsupervised
doesn't need algorithm input (not needed to be trained) -no reference data set and outcomes are unknown
_____ results are not useful for decision making but point in a direction for future research
exploratory results
process of machine learning
feed machine system some data (can be structured or unstructured) ---system then processes the data using a supervised or unsupervised system--> output data (present results)
AI personalization is based on
geographic location demographics devices used on-site interactions
= the application of AI that allows systems to automatically learn and improve without actually being programmed to do so; systems learns on its own from its experiences
machine learning
one of the largest projects moving forward is making AI that can ____
make other AI
SWARM AI benefits
marketers can make decisions that are lower in risk and with less data -can predict better -can replace expensive customer research -reduce marketing costs
Frank
pay per click tool -uses machine learning to find best paid advertising channels -REQUIRES HUMAN INPUT
_____ results use probabilities to advise decision-making
predictive results
in AI what human like capabilities do machines have
problem solving learning speech recognition
General AI
(less common) -systems can handle infinite number of tasks -involved in decision making and analysis -think and function similar to human brain -still in development of artificial neural network (virtual assistants like Alexa)
describe Applied AI
(more common type) -perform a single task -run automated and receptive tasks -does NOT involve decision making (Netflix, Spotify, self driving cars)
AI for marketing applications
-can alter and enhance pre-existing websites in order to improve visitor experience on sites -can monitor flow of data and detect when unexpected traffic is visiting the site
AI used for 5 things in marketing
-content personalization -data flow monitoring -predicting customer behavior -content creation -data collection
use of automations without direct human input A.) automations B.) Ensemble modeling C.) Data preparation capabilities
A
work across a spectrum of capabilities and be ready for changes A.) scalability B.) Ensemble modeling C.) iterative processes
A
set of rules for problem solving using computer programming A.) basic/advanced algorithms B.) Ensemble modeling C.) scalability
A.
= an area of computer science which machines have human-like capabilities
AI
= algorithms that can personalize websites to individual site users
AI personalization
running more than one algorithm and synthesizing the results to increase accuracy A.) scalability B.) Ensemble modeling C.) iterative processes
B
data discovery, data integration, profiling, cleansing, validation, transformation, internal external sources is known as A.) automations B.) Ensemble modeling C.) Data preparation capabilities
C
desired result by repeating A.) scalability B.) Ensemble modeling C.) iterative processes
C.
who is the father of deep learning
Geoffrey Hinton
pioneer of deep learning is
____ is a platform that analyses data from Google Analytics and summarizes performance insights based on the data
Hunch -tracks website performance -customer experience -advertising on return on investment -summarizes performance insights
___ = utilizes interfaces and algorithms to create human swarms (singular intelligence)
UNU's SWARM AI
= a set of rules for problem solving using computer programming
algorithm
two categories of AI
applied and general intelligence
____ = a use of AI for the design of websites, written content, and graphics. (useful for reports or website dashboards)
artificial design intelligence
new approach of deep learning is ______. what does it do?
capsule learning: recognizes relationships between various parts of the subject so that machines can more easily recognize the subject in a different photo
____ results are meant to segment the data into groups
classification results
3 ways to present results from AI
classification, exploratory, and predictive
Google, Deepmind, FB and Baidu are industry leaders in ____ learning
deep
________ is a method of using AI. statistical algorithm used to predict consumer behavior. Created by feeding large quantities of data to a machine learning algorithm, which is then used to make real-world predictions. (key component of predictive analysis)
propensity model
benefits of machine learning for marketing
speed-faster decision making power-analyze large data efficiency-generate more models intelligence --get insights -learning from past behaviors
machine learning ---> supervised and unsupervised --> lead to which analyses under each
supervised --> classification and regression unsupervised --> clustering
2 categories of machine learning
supervised and human guidance AND unsupervised
supervised and human guidance
train the algorithm -humans input the data and the desired correct outputs and the system just learns the process to get from input to output. it applies what it has learned to new datasets.
T/F SWARM AI attempts to bridge the gap between conventional AI and human beings, which will help marketers better understand customers, as they behave in groups
true
T/F companies like pandora use AI to improve conversion rates
true
t/f cat example of machine learning and deep learning. Machine learning analyzes one part of the cat- shape, color, facial features, or size, and takes millions of different photos to be able to accurately distinguish a specific cat from pictures of other cats Deep learning is able to analyze several different patterns at once, (shape, color etc.) and therefore will be able to quickly recognize and identify a specific cat after only a few different pictures
true
t/f in the current state of machine leaning, algorithms need to process millions of photos of a subject before being able to recognize that the subject of that photo is in other photos as well
true
determinant for whether or not AI should be used is ___
type of industry or company being marketed
Albert
used for autonomous media buying (buying digital media on behalf of clients) -analyzes paid advertising campaigns
