Session 5 Masterclass PGE2024 PDF

Artificial Intelligence for Business: Key skills for corporate transition MARGHERITA PAGANI PhD in Management Professor Artificial Intelligence in Marketing Director SKEMA Center for Artificial Intelligence Research Affiliate Berkeley APEC Study Center at University of California...

Artificial Intelligence for Business: Key skills for corporate transition MARGHERITA PAGANI PhD in Management Professor Artificial Intelligence in Marketing Director SKEMA Center for Artificial Intelligence Research Affiliate Berkeley APEC Study Center at University of California Berkeley E-mail: [email protected] Twitter @Marghe_PAGANI The quiz opens at 19:45 in K2  SKEMA Center for Artificial Intelligence ▪ Investigate and guide the economic, societal, and ethical value derived from Human-Centric AI for business. ▪ Develop and improve AI techniques and algorithms that address business challenges while ensuring their broader applicability and relevance. An interdisciplinary approach that fosters collaboration among social scientists, AI researchers, and engineers to develop the know-how to explore business opportunities driven by Human-Centric AI. © Prof. Margherita Pagani © Prof. Margherita Pagani What you will learn What is AI Where is AI today? How AI is revolutionizing Business? …two important guest speakers © Prof. Margherita Pagani MELANIE GILBERT IBM PARTNER CANADA GOVERNMENT TRANSFORMATION SHAHID HUSSAIN CEO GREEN PROPOSITION CONSULTING UNITED ARAB EMIRATES  What is AI? © Prof. Margherita Pagani 27/11/202 4 BF BOOK Pagani M. Champion R. (forthcoming 2021 ) “Artificial Intelligence for a sustainable Value Creation ” Edward Elgar Publishing © Prof. Margherita Pagani 11/27/2024 Human-Centric AI ▪ Technical dimension: Any software or hardware which makes it possible to solve complex problems by simulating human capacities such as perception, reasoning, acting and learning ▪ Ethical dimension: augment and empower all humans by understanding us, our society and the world around us © Prof. Margherita Pagani Human-Centric AI ▪ Technical dimension: Any software or hardware which makes it possible to solve complex problems by simulating human capacities such as perception, reasoning, acting and learning ▪ Ethical dimension: augment and empower all humans by understanding us, our society and the world around us © Prof. Margherita Pagani MACHINE LEARNING Machine learning is a branch of artificial intelligence based on the idea that systems can learn from data, identify patterns and make decisions with minimal human interventions  DEEP LEARNING  Deep learning is a type of Machine Learning used in recognizing speech, identifying objects in images and more COMPUTER VISION  Computer Vision enables systems to see, identify and process images or videos in the same way that human vision does COMPUTER VISION Computer Vision applies deep learning methods for categorization of images, detection of objects COMPUTER VISION 19 NATURAL LANGUAGE PROCESSING Natural Language enables understanding interaction and communication between humans and machines © Prof. Margherita Pagani AI scambaiters: O2 creates AI granny to waste scammers’ time © Prof. Margherita Pagani © Prof. Margherita Pagani  Generative AI Generative Artificial Intelligence (AI) describes algorithms (such as ChatGPT) that can be used to create new content, including audio, code, images, text, simulations, and videos. Recent breakthroughs in the field have the potential to drastically change the way we approach content creation © Prof. Margherita Pagani Human-Centric AI ▪ Technical dimension: Any software or hardware which makes it possible to solve complex problems by simulating human capacities such as perception, reasoning, acting and learning ▪ Ethical dimension: augment and empower all humans by understanding us, our society and the world around us © Prof. Margherita Pagani To ensure that AI adopted is ethical there are 7 key requirements for AI practitioners © Prof. Margherita Pagani Regulation can be an important catalyst for ensuring ethical trustworthy AI © Prof. Margherita Pagani © Prof. Margherita Pagani 4 Types of AI supported Tasks © Margherita Pagani and Renaud Champion, Harvard Business Review 2020 © Prof. Margherita Pagani 4 Types of AI supported Tasks © Prof. Margherita Pagani Rote Tasks ▪ Traditional assembly jobs obsolete ▪ Still the need that humans oversee the completion of these tasks ▪ Businesses should consider how best to retrain employees and maintain engagement and motivation among teams faced with taking on these new responsibilities © Prof. Margherita Pagani Simple Tasks that Require Ethical Decision-Making ▪ Businesses should be sure to consider the ethical implications of any automated tasks, and make sure that the automated tools are accompanied by human employees, ▪ These tasks also benefit from a human touch to improve the experience for the people it’s helping. © Prof. Margherita Pagani 4 Types of AI supported Tasks © Prof. Margherita Pagani Creative Tasks with Limited Ethical Components ▪ When implementing one of these systems, there is generally less potential for ethical issues, but businesses should be aware of the limitations of their AI tools when it comes to creativity and innovation ▪ It may be helpful to build mechanisms for human employees to maintain oversight over how the tasks are being completed and provide input when they have ideas for more effective or innovative solutions © Prof. Margherita Pagani Tasks with Both Creative and Ethical Components ▪ Systems with great potential to improve life, but need the greatest oversight, ▪ Human employees have to leverage both their creative and ethical capabilities to support these systems, ▪ Keep a critical eye on areas where AI tools might not make the same decision humans would. © Prof. Margherita Pagani  WHERE IS AI TODAY? THE ROLE OF GENERATIVE AI © Prof. Margherita Pagani BF © Prof. Margherita Pagani © Prof. Margherita Pagani  THE PROMISE OF GENERATIVE AI Generative AI as a transformative tool Capacity to generate ideas, insights, and solutions Adaptation and flourishing in a complex business landscape © Prof. Margherita Pagani THEME 1 – Artificial Intelligence, machine INSTRUMENTAL NEW learning, and generative algorithms are instrumental new RESOURCE resources © Prof. Margherita Pagani THEME 2 – AI AS A AI systems inspire imagination TOOL TO EXPLORE and explore the design space to boost the novelty and POSSIBILITIES divergent aspect of creativity © Prof. Margherita Pagani ©Margherita Pagani, 2023 THEME 3 - AI AS A TOOL TO DECONSTRUCT THE CREATIVE PROCESS Symbiotic process to better understand the creative process itself and deconstruct it in logical steps. A mirror to look at the creative process © Prof. Margherita Pagani  Product and service design Optimized processes Enhanced organizational collaboration © Prof. Margherita Pagani © Prof. Margherita Pagani – Grands Enjeux Transition  3. How AI is revolutionizing Business? © Prof. Margherita Pagani 27/11/202 4 BF THE LATEST TRENDS IN TECH & DIGITAL  DEMOCRATISATION AND THE APPLICATION OF THE TECHNOLOGY: Technology is… Becoming affordable Applying to daily life Buiding an Ecosystem XYZ Printing, a Taipei-based 3D printer manufacturer Panasonic has created a translation system with Open Connectivity Foundation was created to releases the company's smallest 3D printer da Vinci Nano for microphones that can be embedded in smart tables or accelerate industry innovation in IoT (Internet of Things) $229.95 (approx. €214) screens. by showcasing how devices from different manufacturers can work together on a connected platform. VIRTUAL REALITY Virtual reality is enhanced with new features Virtual Reality is no longer just about unconvenient headsets, it has evolved and combined with other technologies to create a more intuitive and inclusive experience AUGMENTED REALITY PAIRS WITH HOLOGRAMS ARE EMBEDDED IN HAPTIC IS DELIVERING VIBRATIONS VR TO CREATE A MIXED REALITY VIRTUAL AND MIXED REALITY TO REPRODUCE EXPERIENCE INTERACTIONS TEXTURES © Prof. Margherita Pagani Businesses are already applying these technologies ALIBABA - VR PAY CONDÉ NAST TRAVELER CHINA Virtualrealityshoppingmall It is the world's first virtual reality payment x HTC VIVE PAPER solution for shopping. Users can complete Immersive travelmagazine payments in interactive ways such as touching, Condé Nast Traveler has paired up with the Virtual staring, nodding and speaking without any Reality technology provided by HTC VIVE. Readers interruptions during the immersive experience. wearing the headset feel as if they are inside the Alibaba claims that 8 million shoppers used VR travel locations by simply looking at the QR codes Pay on Singles Day 2016 (the largest that are printed within the magazine. A VR commercial day in China), in virtual retail stores advertising is also included in the unique of the eight merchants in the US, Australia and experience. While only available in China for the Japan, including Macy’s. The whole moment, the project will seek expansion and real experience is completed on the Taobao App. applications soon. © Prof. Margherita Pagani – Grands Enjeux Transition VOICE CONTROL AND ARTIFICIAL INTELLIGENCE THE NEW BATTLEFIELD FOR TECH GIANTS Voice control unification war The next challenge on the market will be for developers of operating systems for those devices to gain market shares. AMAZON IS SO FAR TAKING THE LEAD IN TERMS OF NUMBERS OF CONNECTED OBJECTS EQUIPPED WITH THEIR OPERATING SYSTEM, ALTHOUGH APPLE’S SIRI REMAINS THE MOST SOLD. © Prof. Margherita Pagani  Amazon partnered with both tech giants and start-ups SAMSUNG – POWERBOT VR7000 UBTECH ROBOTICS – LYNX FORD Cyber vacuum Asmartrobot assistant Home-connectedcar Samsung has created its latest vacuum Lynx gives Amazon’s assistant, Alexa, a face, a At CES, Ford announced its cars will connect to machine robot with a voice control operated body, arms and legs. In this way, the user Amazon's Alexa voice assistant to let drivers search by Alexa. It carries a strong 20W suction and an doesn’t physically have to go find the device, for destinations and control their smart home ‘Edge Clean Master’ feature that promises to but the device can come to him. The users will equipment. Connecting car and home will let drivers clean closer to walls. be able to play music, plan their day and turn on lights, music and heating in their homes control their smart home just by speaking to through voice command, before they get to the Price: N/A Lynx. Beyond what Alexa can normally do, Lynx front door. A driver will be able to add items to a also recognises faces and can change its shopping list, listen to audio books, and control any responses accordingly. connected smart home equipment. Price: $800 ~ $1,000 (approx. €744 ~ €930) © Prof. Margherita Pagani – Grands Enjeux Transition CHATBOTS Chatbot usage Messenger chatbot Many brands don’t have a Facebook Messenger account 31% of the brands studied can not be contacted by usage Chatbot Facebook Messenger, for several reasons : available… - The brand has a Facebook page but not a Messenger account - The brand is not present on Facebook at all No - The brand is overtaken by fake pages or fake accounts, which are much more popular Facebook than the official one. Messenger account… The majority of brands don’t use a chatbot Total : 250 brands 67% of the brands studied can be contacted by Facebook Messenger but don’t use a chatbot Messenger Only a minority of brands have a chatbot but no Only 2% of the brands studied have a chatbot on Facebook chatbot… Messenger Source: Richemont Marketing Services © Prof. Margherita Pagani – Grands Enjeux Transition Luxury brands using a chatbot © Prof. Margherita Pagani The role of robots in service marketing © Prof. Margherita Pagani 27/11/202 4 BF © Prof. Margherita Pagani – Grands Enjeux Transition © Prof. Margherita Pagani – Grands Enjeux Transition The case of Henn-na hotel in Japan ▪ Engineer emotion into Artificial Intelligence ▪ Encoding emotional intelligence into digital devices ▪ How user experiences change User Expectations https://www.youtube.com/watch?v=FogiE8_3fPE&t=126s © Prof. Margherita Pagani – Grands Enjeux Transition Different service robot constellations in the hotel industry Humanoid Robot Iconic Robot Abstract Robot Iconic and humanoid service robots Iconic service robot Abstract service robot augmenting augmenting employees substituting employees employees Henn na Hilton Hotel Starwood Hotel Hotel © Prof. Margherita Pagani – Grands Enjeux Transition  SKEMA BUSINESS SCHOOL