b'(continued from page 1)Advertising and marketing. Artificial intelligence can develop complete marketing campaigns, start-Uncheckederrors,ofcourse,candamageanying with themes and moving on to story boards, companysreputation.Butasecondproblemisapromotional text, and even artwork and videos.lack of empathy that is all too evident in much of theoutputthatemanatesfromAIprograms.AnAIprogramcandotheworkofacreativeCustomers and employees can be irritated when AIdirectorandevenperformA/Btesting,said Maymar.Itcanspeedupsuchprojectsdisruptsthepersonal,one-on-onehumaninteractionsthatcancreaterobustfeelingsofdramatically, completing in maybe an hour what loyalty. Over reliance on AI can lead to a missingunaidedhumansmightrequiretwoweeksto out of human intuition, said Delaney.accomplish. Performance reviews. AI Programs can complete Third,nomatterhowsmarttheoutputfromathe foundational work of employee evaluations by chatbot program, it remains true that an experiencedcomparing worker achievements against company humanbeingcandevelopanaffinitywith metrics. They can also produce reports that reveal customers that can only be achieved through yearsperformance trends over the years. ofproductiveinteractions.Someonewhohas Projectplanning.Thankstoitssophisticatedoperated as a service professional for 20 years willalgorithms,AIcancreatesmartschedulesthat havevastlymoreknowledgeandcustomersavvyanalyze the various parts of a project and identify than an AI program that has been trained on three ortheoften-hiddendependenciesthatmustbe fouryearsofdata,saidPiyushTripathi,lead addressedtoavoidunexpecteddelays,saidengineeratSquare.BusinessesneedtobalanceTripathi.Veryoftenitshardtodoallofthat whatisproducedbythemachinewithwhatismanually,becausetherearesomanyloose produced by the human.connectionsandvariablesthatmustbekeptin mind. Finally,managersmustconstantlyaddressAI activityinlightofthecompanyscurrentpostureSuchprogramscananalyzeworkerandresource withemployeesandthepublic.Dotheinitiativesavailabilities,equipmentcapabilities,andbudgetary created by AI align with company values? limitationswhenplanningtimelinesforpeakperformance.Theresultisoftenamoreobjective WhileAIisobjectiveinitsanalysisandplan, noted Tripathi. These programs can help avoid conclusions, it is not aware of how to assess valuesthe natural bias that can arise with the tendencies to andwhytheyareimportant,saidTripathi.Ago with what worked in the past or what is familiar, as project plan may be perfect in the eyes of a robot,opposed to what is logical.but a human can look at it and instantly know its not going to be acceptable to the employees or theTrainingprograms.AIprogramscanmakethe public.taskofdevelopingstaffeducationalmodules mucheasier,saidPhilSiegel,founderofImproving performanceCAPTRS, a nonprofit organization working with So where can an investment in AI return the mostartificialintelligence(captrs.org).Inthepast,bang for the buck? Here are some areas of businessbusinesseswouldwritestaticmanualsthatrequired constant updating over time. Modern AI operationsforwhichchatbotprogramsseem programs can create dynamic, interactive modules especially suited:builtuponfoundationalperformanceparameters Customer service. Chatbot programs that handleprovidedbycompanymanagement.Training customerproblemsareadvancingfarbeyondinitiatives can be made more specific than in the the familiar, simple-minded web helpers of thepast,respondingtotheneedsof peoplewhoare past. Rather than accessing a limited database ofhavingtroublewithcertainpartsoftheirjobs, informationandspittingoutcannedresponsessaid Siegel.to customer questions, the new programs handleinquiriesincreativeways,usingnatural language. And their answers are informed by all of The information they have absorbed from the Internet. (continued to page 11) 4'