BUS 421 Ch. 10 AI

The use of AI for the design of websites, written content and graphics is known specifically as artificial ______

design intelligence

_____ = results that are not useful for decision making but point in a direction for future research. _____ = results that use probabilities to advise decision-making. _____ = results are meant to segment the data into groups.

exploratory predictive classification

T or F: artificial intelligence is likely to replace human creativity and strategic inputs altogether.

false

Which is more common: Artificial Applied Intelligence OR Artificial General Intelligence ?

Applied

What are the 2 categories of AI?

Artificial Applied Intelligence Artificial General Intelligence

Which category of AI: 1. Performs single task extremely well 2. Involves decision making + analysis 3. Netflix, spotify and self driving cars are examples of which category? 4. System that can handle infinite number of tasks 5. Still in development of artificial neural network

1. Applied 2. General 3. Applied 4. General 4. General

Which category of AI: 1. Doesn't involve decision making 2. Runs automated and repetitive tasks 3. Think and functions similar to human brain 4. Virtual assistants like Alexa 5. Can handle any task.

1. Applied 2. Applied 3. General 4. General - 5. General

The 3 steps in the process of machine learning are:

1. Feed the machine learning system some *input data* 2. The system processes the data using supervised or unsupervised system 3. Present results as exploratory, predictive or classification

_____ = is an area of computer science in which machines have human-like capabilities.

Artificial Intelligence

******Artificial Design Intelligence is an element from which marketing purpose of AI? AI used for Content Personalization AI used for Data Flow Monitoring Propensity Model (Predicting Customer Behavior) AI used for Content Creation AI used for Data Collection detecting when unexpected traffic is visiting a site/ ex: Hunch is an element from which marketing purpose of AI? AI used for Content Personalization AI used for Data Flow Monitoring Propensity Model (Predicting Customer Behavior) AI used for Content Creation AI used for Data Collection

AI used for Content Creation AI used for Data Flow Monitoring

Intelligent Personalization is an element from which marketing purpose of AI? AI used for Content Personalization AI used for Data Flow Monitoring Propensity Model AI used for Content Creation AI used for Data Collection *****Predicting customer behavior is an element from which marketing purpose of AI?**** AI used for Content Personalization AI used for Data Flow Monitoring Propensity Model AI used for Content Creation AI used for Data Collection

AI used for Content Personalization Propensity Model

_____ = an artificial intelligence marketing platform used for autonomous media buying ____ = is a pay-per-click tool that uses *machine learning* to find the best paid advertising channels for a specified target audience. It looks for pay-per-click platforms that would be the most profitable and buys ad placement through a real-time auction. _____ = Buys digital media on behalf of clients and Analyzes, manages, and optimizes paid advertising campaigns

Albert Frank Albert

Which would benefit more from using AI in their marketing content generation? Brands with numerically-based content and data-driven information to share OR brands that rely more on opinionated or industry-specific T or F: Some worry that if artificial intelligence makes experiences by people predictable and expected, there will be no way to challenge or trigger emotions in consumers through thought-provoking branding and marketing. T or F: Human creativity is still superior to artificial intelligence in many areas

Brands with numerically-based content and data-driven information to share TRUE TRUE (such as affecting and influencing people, as well as invoking an emotional response from them.)

***** Helps self-driving cars because it helps the cars react *more quickly and smartly* than regular cars' human drivers to unexpected situations that they may encounter through use of many inputs (e.g., sensing many nearby moving vehicles, road networks, painted lane lines and weather patterns)

Deep Learning

***** _____ = a subarea of machine learning that uses *neural networks*—a computer system modeled after the human brain and nervous system.

Deep Learning

image recognition, video analytics, language processing, google's self driving car are examples of ... Deep learning or Machine learning?

Deep Learning

Deep learning or Machine learning? => Allows for the ability to adapt to changes in order to maximize the result. Deep learning or Machine learning? => data inputs are intricately connected to hidden layers of machine learning

Deep Learning Deep Learning

Downsides of AI Marketing?

Difficult to use depending on company or industry being marketed If its too predictable and expected then it's Too boring!!! restrains the creative process in marketing

Who is considered the father of deep learning? Hinton's new approach uses _________, which can recognize relationships between various parts of a subject so that machines can more easily and quickly recognize that subject in a different photo.

Geoffrey Hinton "capsule networks"

Examples of machine learning include:

Google's self-driving cars Online shopping recommendations from Amazon. Facebook News Feed

*** _______ = Algorithms that can personalize websites to individual site users Based on: *Geographical Location* Demographics Types of Device being Used On-Site Interaction

Intelligent Personalization

______ = an application of AI that allows systems to automatically learn / improve without actually being programmed to do so using large amounts of data and algorithms; the system can learn on its own!

Machine Learning

What are the 2 areas of AI

Machine Learning Deep Learning

______ = is a statistical algorithm used to predict consumer behavior.

Propensity model

*****______ = requires humans to provide input and also desired output as well as feedback about prediction accuracy during the beginnings of the system. Once the system has received the initial training, it begins to apply what it has learned to new datasets. *****_____ = requires human guidance to train the algorithm

Supervised machine learning Supervised machine learning

****What are the 2 categories of *machine learning*?

Supervised machine learning Unsupervised machine learning

This is a major selling point for start-up companies that are in the "early adopter" stage of their product life cycles and who are trying to hit the majority market. T or F: SWARM AI could *replace expensive customer research* and more efficiently create personas and characterizations. T or F: SWARM AI attempts to bridge the gap between conventional artificial intelligence systems and human beings.

Swarm AI True True

_____ = provides the interfaces & algorithms to create human swarms that combine the collective frame of reference of diverse groups to create a singular intelligence. Participants are shown a (shape) with six different answer choices and are given sixty seconds to answer. **** SWARM _____ creates algorithms that generate optimized group answers and decisions.

Swarm AI hexagon SWARM Insights

T or F: Swarm intelligence is identified in animals such as birds, bees, fish and even ants.

T

T or F: AI *propensity models* are only as good as the data put into them. Thus, accurate data from credible sources is required to produce an *accurate prediction*. T or F: AI can be used in marketing to automate the process of *personalization* T or F: In addition to personalization, AI can monitor the *flow of data* and detect when unexpected traffic is visiting a site. _____ = is an artificial intelligence platform that analyzes data from Google Analytics and summarizes performance insights based on this data.

T T T Hunch

T or F: Swarm AI => Analysis allows marketers to make decisions that are lower in risk and with less data T or F: Potential to reduce marketing costs → especially for newer companies T or F: Could replace expensive customer research and more efficiently create personas and characterizations

T T T

T or F: Artificial intelligence tools are becoming increasingly accessible for medium-sized and small businesses to take advantage of as well. T or F: Artificial intelligence has changed advertising campaigns by creating algorithms that find new advertising channels that competitors may not have yet discovered. T or F: Artificial intelligence cannot yet build a website from scratch

True True TRUE

**** ______ = does not need algorithms input / does not need to be trained.

Unsupervised machine learning

***** ____= complex processing and is created from an approach called "deep learning,"

Unsupervised machine learning

*****Propensity modeling* has numerous marketing applications & becomes a key component of ______ analysis. Some consumer metrics that propensity models can help predict include likelihood of conversion, price point of conversion and which consumers to target to become repeat customers. Propensity models can also benefit sales teams by predicting how effective a lead is going to be

predictive

The data that is fed to the machine learning system can be ____ or ____. The system then processes the data using either a _____ or _____ system

structured or unstructured Supervised or unsupervised

According to _____ intelligence, working together really does lead to the best conclusions. Swarm intelligence is operable among animals through their inherent ability to establish *feedback _____ * among members T or F: Researchers conclude that just as with many animal species, groups of people working together can outperform most individuals in decision making and prediction regardless of area of expertise.

swarm feedback loops T