Ch. 10: AI

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= 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

Google

____ 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


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