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For companies that are committed to creating Digital Transformation (DX) within their organizations, artificial intelligence (AI) is a critical component. The data that is created in DX initiatives has limited value if an organization can’t extract valuable, accurate, and timely insights from it. That’s why enterprise organizations are using AI technologies to pull actionable value from its data; in fact, by the end of 2019, 40% of all DX initiatives will be related to AI.

In October 2018, a Reuters article informed the world that Amazon had scrapped an AI–based recruitment application that turned out to be biased against women. Most headlines about this story highlighted the company’s failure in developing an actionable and fair solution for one of the most important processes of the HR team.

However, what this and similar examples of today’s AI “failures” neglect to acknowledge is the complexity of end-to-end process automation based on AI technology. This complexity stems not only from current technical limitations but also from the immaturity of corporate policies, government regulations, and legal systems to deal with machines that automatically analyze, decide, and act.

As the market for intelligent applications and the software platforms used to build them has emerged, nomenclature confusion has grown. What should we call these applications, and what should we call the platforms, libraries and software tools used to build them?

The terminology matters. Vendors need to differentiate their products from the business intelligence and predictive analytics software that has existed for decades. ‘Intelligent applications’ and ‘business intelligence’ software provide two very different sets of functionality. For technology buyers who need to justify new solutions to budget holders, the terminology matters too.