Key points for understanding and applying Artificial Intelligence

In September, we hosted a webinar on the practical uses of artificial intelligence that could be applied to a business to save significant time on processes.

What is Artificial Intelligence

The concept of artificial intelligence can often feel a bit intimidating. However, once you understand what it’s all about, you can start leveraging its benefits.

Behind artificial intelligence are algorithmic sequences, which vary in complexity depending on the case. For example, a calculator can also be classified as a type of artificial intelligence, since it must rely on algorithmic sequences to provide a mathematical result.

Modern algorithms use more complex logic, as they specialize in human-like intelligence, such as cognitive and predictive intelligence.

• Cognitive intelligence allows for the understanding and identification of a person on a website, interpreting, for example, the age of the person in an image or the emotions behind a text.
• Predictive intelligence is what detects behavioral patterns through data analysis.

As humans, we can analyze and process a lot of data, and we can grasp a large number of dimensions in our minds. However, there will come a point where we reach our limits.

The advantage of computers is that they can process thousands or millions of dimensions, provided the machine is trained for it: this is where the concept of machine learning comes from. A familiar example for many of us is Netflix; when we log into our accounts, we see personalized recommendations based on our viewing history.

How Artificial Intelligence is being used in Spain

According to an IBM study published in February 2020, 82% of Spanish companies are exploring the use, or intent to use, artificial intelligence. The main areas of application are security, process automation, and customer service.

• Security: for example, the installation of facial recognition systems in supermarkets.
• Process automation: there are systems that record user behavior and use artificial intelligence to detect patterns.
• Customer service: this is one of the most common applications, and you have surely encountered an artificial intelligence system of this type at some point. One of the classics and most widely used in marketing: bots.

Chatbots: how they work and the different types available

Chatbots are an increasingly popular automation system that engages in conversations with users visiting a website or app. They provide automated responses and customer service without the need for a real person to answer messages. This system is currently proving its effectiveness through return on investment, as it allows businesses to capture leads and even generate sales.

One myth we need to debunk is that not all chatbots use artificial intelligence; some follow a conversation flow determined by the website administrators. To help you better understand, we explain the types of chatbots that exist based on their interaction style, so you can choose the best solution for your business:

Guided (does not use artificial intelligence)

This type of chatbot is guided, meaning it follows a conversation flow previously established by a person to provide answers to the user. It does not involve artificial intelligence in its process and provides closed-ended responses.

Open (uses artificial intelligence)

This type of chatbot is more complex, as there are many ways to ask the same question, and the machine must be able to identify the most accurate response.

Hybrid Model

This combines both types; for example, users can type their questions freely, but the bot's responses are closed options (choosing between one or another).

Keep in mind that AI-powered bots need to be trained. For example, for every phrase we want to resolve—known in bot jargon as "intents"—you must enter at least 40 different sentences into the system to help it respond to that phrase.

The user's trust in the bot's response plays a very important role here. A problem could arise if the user starts to feel frustrated because their question isn't being understood or answered, which could directly affect the user experience.

If this is your first time using a bot , we recommend starting with a guided chatbot, where the creation and training process is much simpler.

Other practical uses of Artificial Intelligence for your business

There are currently several ways to apply this intelligence to your business, including:

• Content personalization
• Pattern detection
• Content analysis
• Social media listening
• Dynamic pricing management
• PPC advertising
• Creation and curation of content

In the field of content analysis, Microsoft has released a demo that analyzes text and is capable of classifying the sentiment behind it as negative, neutral, or positive.

This is useful for analyzing tweets or service reviews, allowing us to assess the relationship users have with a brand. This system identifies the main keywords associated with the text being analyzed.

On the other hand, at Novicell, we have conducted a content analysis of images published on the websites of Spain's main political parties using artificial intelligence.

The process we followed involved extracting all the images and then running them through artificial intelligence systems to perform the analysis. From there, we created an artificial intelligence dashboard that you can check out.

This method of analysis is very useful for conducting market research and benchmarking against our competition based on criteria such as gender and age.

If you are interested in learning more about this topic, we invite you to watch the full webinar, or if you have any questions, you can write to us and we would be happy to chat with you.