Many are familiar with the 27,000-acre campus of Disneyland in Florida – one of the happiest places for people on earth. However, only a handful of people know that Disney has a Research Studio where its scientists use algorithms to make sense of and find patterns within data to continue to amuse its visitors. Enter the Disneyland and get your own MagicBand, an RFID chip-fitted wristband. The wristband will help you check-in, pay bills, and talks with sensors placed throughout the parks, which feed data into algorithms that strive to optimise the consumer experience dynamically.
Not just Disney, but all of the world’s tech behemoths, from Alibaba to Amazon, are vying to be the world’s artificial intelligence leaders (AI). These businesses are AI trailblazers, using AI to develop cutting-edge products and services.
See AI through the lens of business
To stay relevant, businesses need to look at AI, not through the lens of technology; rather, the approach should be more towards how it can enhance business capabilities. Today, business needs are a lot more dependent on the use of artificial intelligence, as it can support the three basic needs:
- AI can automate repetitive business processes
- Helps a brand gain insight via data analysis
- Works as a tool for engaging and effectively communicating with the customers and employees
Moreover, businesses don’t need to dump a lot of work on their employees’ plates because AI will handle the majority of it. This frees up employees to focus on what they do best, resulting in increased productivity.
AI is out there for brands to stand out
Over the last few decades, branding has evolved into much more than a logo, a colour palette, or a great advertising campaign. Instead, connecting with audiences on a personal level is the key to creating a strong brand that stands out. In a nutshell, branding is all about building relationships by figuring out who your target customer is and what they desire. This is where AI comes in handy.
To start with, it’s well known that Google‘s parent company is Alphabet. Waymo, which began as a Google self-driving car project in 2009, aims to bring self-driving technology to the world. Its perception system uses machine learning to take in the complex data gathered via its suite of sensors and generates an image of the environment around it, from vehicles to pedestrians. From search engines to their recently released ‘Immersive View’ feature for Google Maps, AI holds the key.
Another major global player, Alibaba, one of the largest e-commerce platforms in the world, deploys AI to predict what customers would like to buy in daily operations and even combines the power of natural language processing to generate product descriptions for the website. Similarly, the company’s City Brain project, which aims to create smart cities, is another example of artificial intelligence in action. By tracking every vehicle in the city, the project uses AI algorithms to assist minimise traffic congestion.
Apple is another tech giant selling consumer electronics, computer software and internet services. Apple employs artificial intelligence and machine learning in products such as the iPhone (with FaceID feature), AirPods, Apple Watch, and HomePod smart speakers with Siri. Now, Apple is also expanding its service offerings, utilising AI to propose songs on Apple Music, assist customers in finding a photo in iCloud, and even in Maps for navigation.
One of the most common applications of artificial intelligence and deep learning at Facebook is to bring structure to unstructured data. They use DeepText, a text comprehension engine, to automatically comprehend and interpret the content and emotional feelings of the thousands of postings (in different languages) published every second by its users. In addition, the social media behemoth uses DeepFace to automatically recognise you in a photo that is published on its platform.
More such popular brands use AI for different purposes. For example, Netflix uses AI to recommend content, AI to flag hate tweets by Twitter, Uber uses AI for route optimisation, Tesla for autonomous vehicles, and even Starbucks uses AI for its reward system, and many such use-cases exist.
Conclusion
Now, there is no prize in guessing that many of the world’s most successful brands have been adopting AI and reaping the benefits in terms of earnings, brand reputation, and visibility. The power of AI is helping these brands stay informed, not just about their consumers but the market as a whole. This, in turn, helps brands prepare for the time to come and incorporate changes to continue their legacy. The crux for brands is clear – Say a silent thanks to the AI technology and continue the lead.
Source: indiaai.gov.in
