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BizReport : Internet : April 04, 2016

Expert: How to use AI to connect

The DigitalGenius "Human+AI" Customer Service Platform is deployed on a SaaS basis, to companies, which aim to have practical implementations of artificial intelligence working within their operation without going bankrupt. One expert offers advice on how brands can better use artificial intelligence.

by Kristina Knight

Kristina: AI is being used in call centers and other customer service areas. Can AI be used in situations outside these areas?

Mikhai Naumov, Chief Strategy Officer, Digital Genius: Yes, some of the most exciting areas of AI implementations are around image recognition. This could be as simple as recognizing people on a photo, or as complex and controversial as self-driving cars.
However - those implementations are quite different from using AI to improve brand-to-consumer communications. This is the challenge we're going after solving here at DigitalGenius. And we believe that our platform, which allows brands to combine the best of human intellect and artificial intelligence, will be the most practical way to deploy AI within contact centers around the world.

Kristina: What do brands need to know about AI before deploying

Mikhail: It's all about the data. A true AI system should not be trained manually by linguists trying to predict every question a customer is likely to ask. This was the traditional NLP "chatbot" approach. Very recently, the world has entered into the realm of accessible deep learning applications - applications that rely on math - not on keywords and phrase recognition. In this case, a truly strong and resilient AI model for customer service must be trained on a vast data set of historical customer service logs.

Kristina: What about cost and deployment time?

Mikhail: AI will not solve every challenge in your business overnight. And it becomes difficult to tell apart vendors in this space making big promises. The general rule of thumb is to identify and test AI vendors who have an ultra-focused approach.
AI is not a "one-stop-shop" and working with a supplier that claims to solve everything with their tool can very often just lead to an overly expensive and endless "consulting project". The winning AI companies will be focused on building scalable products or open sourced frameworks with communities of developers around them.

Tags: AI for advertising, AI for business, artificial intelligence, Digital Genius

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