Where is Artificial Intelligence Used Today?
Let's talk about how. Ai is most commonly being used. Today is a tool flash technology that is constantly used in your everyday life without even realizing it if Google if you use facebook if you use youtube all of those platforms are using some kind of AI. On it and what they're using predominantly most a systems are using this subcategory Of Technology called machine learning and machine learning is essentially the ability of a machine to take a lot of data understand. Patterns in that data and then reapply data so machine learning is just one type of Ai. There are others but machine learning is the most common. And it's the kind of I we're gonNA cover almost exclusively throughout this episode and machine learning starts with some set of data that a computer or machine can analyze. The data can be anything a collection of photos or current traffic conditions or the game of chess. The machine flies through that data and finds the patterns. This is the learning part of machine learning. Then that machine can take what it learned and apply to new but similar set of data and make decisions or recommendations based on what knows so if you take an example of Youtube. Youtube is really good recommending. You videos that you WANNA watch. And that's why we all spend way too much time on it and what it's doing is it's the data. Here is all of the videos. You've watched before so it's looking at all the news. You Watch it before. And it's figuring out what are the common themes within those videos that likely mean it's another video this common themes you would also want to watch it And that is that is that is. Ai so you can apply that to other things like facebook. It's ability to identify people in photos. It is taking all of the photos that previously talked with yourself finding the Pixel patterns that notch your face and then looking for those same pixel patterns in other photos to see if you're there. Karen also explains that facebook in particular uses a in another less obvious way and that's in determining what shows up in your news feed the data in this case. Is Your behavior on facebook. What you like or react to what you click on comment on all that is data. Facebook collects and then uses to determine what it shows you more of so if you like post by certain friends on certain topics but just those with images then facebook is gonNA show you those posts. I and put the rest down at the bottom of your news. Feed all of that's done automatically by facebook's. Ai Algorithms the same kind of thing is happening when net flicks and spotify recommend a new show or song but their applications outside of social and media platforms to because machine learning is really good at recognizing patterns in images There is now a whole field of research on how to use that technique for Medical images because a lot of cancer diagnosis or other disease diagnosis typically involves looking at an image like an MRI scan a cat scan Or an image of a of a tissue slice or whatever it is And then try to figure out whether it looks abnormal and whether needs to be treated and AI is demonstrating a pretty good Ability to now be able to do that for us at with higher accuracy than human radiologists because human radiologists can get sleepy. They can get bleary eyed Software does not. Karen is quick to point out here that in no way does she think. Ai should outright replace a human radiologists or do the job all on its own A. It's just another tool in your toolbox. It can give you a recommendation for what it thinks. Like whether someone has Malignant cancer node in their lung or something And it's still up to the doctor who has like the actual medical knowledge and the actual patient history and like all of that to make the final call so what about the use of AI in marketing. Since I was at this marketing a conference I was able to catch up with a guy named Nikos Kunia. I'm right now. A partner at Davidson partners we our AI CONSULTANCY. I lead the global AI practice. I'm also a futurist speaker and author now. The speakers at this conference all had slightly different backgrounds and all offered their unique perspective on the topic. I in marketing but what. They all seem to agree on. Is that this relatively new tech of AI and the age old industry of marketing that they were on a convergence path destined to integrate more and more as time goes on. So I asked Nikos why I'll give you one main reason two thousand seven. The iphone came out today. You almost have half the entire world with iphones and so the traditional world of marketing where you have a don draper and his media buddy making few decisions on. Hey let's get this message out for a specific brand to as many people as possible shirts. Vanilla message great. It works it worked then even ten years ago. You can still make that same decision. What do I put in front of Somebody in the Wall Street Journal and Creative Director a marketer? I need to make a decision right now. Up Like what? Do I know about you if I knew something about you? I make a decision about cars. Okay I'll put up a car. Od like I'm black. Okay do you like red so I will infer what I know about you and make that decision. A there are about five hundred billion opportunities to do that today and so there is absolutely no way a single human even get through a thousand so that is the reason why we need artificial intelligence. And why this convergence is happening is that you need to automate those decisions and you need to recognize patterns at a broad scale to get to what marketers want to sell more stuff and to drive business outcomes. So that's where our Bob Cat Marketer? Paul writes here comes back in all racer class of two thousand graduated from the E W Script School of journalism and I went onto found peer. Twenty twenty two the marketing agency and the marketing artificial intelligence institute. Paul founded PR twenty twenty in two thousand and four and more recently established the marketing artificial intelligence institute which hosted the conference. You can read more about the evolution of both Pr. Twenty twenty and the Institute in the latest issue of Ohio Today magazine at Ohio Today Dot Org but for now I wanted to ask Paul to put a is impact on the marketing industry at large in more perspective. To think about all the things you use in your daily life that are powered by so net flicks recommend shows for you based on Intelligence Algorithms. Spotify learns what music you like. Your iphone recognizes your face to unlock it. Facebook recognizes faces. You upload photos so none of that can be done without a so. It's what powers. All of those consumer technologies Amazon. Predicting what you're going to buy an essence it all comes down to these predictions and so marketing is basically trying to apply the same technology to make predictions about what consumers will do next. You're you're trying to predict if you're sending an email Campaign trying to predict what subject line of work? When should we send it? What images should we use the called action be and when you start looking at social media and email and websites? Seo and communications there's applications for AI across every category and it really just comes down to wear in your life. Are you trying to use data to make a prediction about something and when we step back as marketers? The answer is it's like eighty to ninety percent of the things we do so it's that potentially broad impact that can worry people especially those people working in the marketing roles that this technology will affect. Will they be replaced by a computer? Of course disconcerted has felt beyond the field of marketing. Automation has been simultaneously welcomed and feared industries from manufacturing to finance. Still Paul stays optimistic. We're under the working assumption. That within three to five years eighty percent of what we do at least will be intelligently automated to some degree meaning a I will make us better at doing the tasks we do every day. It may not replace the need to have a human doing them but it will enhance the the example. I give a lot as google maps. So when you're trying to go from point eight appointees you use just use a road atlas now Google maps monitors data in real time and it changes recommended route for you to take and all is trying to do is predict the fastest way from A to b the human still decides whether or not to take that advice but the machine has enhanced your ability get from a to B