AI and Marketing News 5
3/2/23
How AI Is Helping Companies Redesign Processes - Harvard Business Review, Thomas H. Davenport, Matthias Holweg, and Dan Jeavons
(published Mar 2, 2023)
In the aforementioned article, HBR discusses artificial intelligence as a "means to an end, not an end in itself". AI is meant to be and is currently being used in order to help facilitate business operations and processes. Some examples include robotic process automation (RPA) which is limited to deploy data based decisions but with the help of machine learning, RPA can execute a wider variety of tasks. At Shell, AI is being used in areas such as supply chain, operations, and maintenance, which improves the company's overall efficiency. Enterprise Resource Planning systems were the biggest new technology for businesses looking to exchange data despite being looked at as a radical and big change. HBR compares AI to the ERP movement in the 1990s. "AI is fast becoming a ubiquitous technology. Once the hype recedes it will become as standard as ERP systems, statistical packages, or even spreadsheets".
This is great news to hear for someone studying AI and Marketing. For awhile now, I have heard of both the successes and failures of artificial intelligence but it is always astounding to hear that despite all the flubs and flops of AI, companies still believe in the positive outcome it can achieve. I'm most happy to see a source like Harvard Business Review have a take on AI especially because they are associated with prestige in the business world. Every week, my excitement surround AI only begins to grow and grow. I'm looking forward to seeing more companies answer my questions on AI and how they plan to hope on the new wave of generational technology.
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