Building the puzzle of Artificial Intelligence

By Ricardo Marques and Sergio Palanca, Trueblue

Today, everyone knows Artificial Intelligence and its position as the new technological revolution. Each person has a different perception of it, though.


This is because artificial intelligence does not consist of a single technology, but of a set of technologies, which are in constant evolution.

Artificial intelligence can be applied to practically any area of the business world, though. It allows us to automate tasks, personalize any interaction with the client, make powerful decisions (in fact, artificial intelligence is considered the new business intelligence), improve our performance based on prescriptive analytics, and increase accessibility and adoption of new tools through language recognition.


Artificial Intelligence Technologies

Probably one of the best-known AI technologies is Machine Learning (ML), which consists of automatic learning based on the received information, through the implementation of different algorithms and techniques that allow systems to improve their performance over time.

Another relevant technology in this field is Natural Language Processing (NLP), which permits the interaction of people with machines through the recognition and interpretation of human language. NLP has been crucial in facilitating the accessibility and adoption of different applications. For example, being able to communicate with our mobile phone by voice facilitates accessibility in situations where we cannot interact manually, such as when driving.

However, adoption must be taken into account too, since most applications may require a learning period, which can be significantly reduced if handled through verbal communication.

Beside ML and NLP, Virtual Agent technology has been one of the most rapidly adopted, with applications such as chatbots. This technology replaces human intervention and delegates simple answers and standard problem solving to machines.

This is just a selection of a large group of technologies, though, which continues to evolve and feed off other emerging technologies such as Big Data or IoT (Internet of Things).


Uses of Artificial Intelligence

The most interesting aspects about AI, however, are the multiple uses it has and the great value it brings. Looking at the commercial aspect only, these are some of the examples where it can be applied.


Customer segmentation. The information we have about customers is becoming more and more extensive and unstructured. AI can process this large amount of information to allow us to know customers better, based on their actions, preferences, interactions and/or geographic information. This results in more versatile and complete customer segments.


Trade route management. AI is able to plan the ideal routes by simulating all the different possible options in each node of the route, automatically selecting the best option.


Communication with the customer. AI can establish how and when to interact with a customer, which channel should be used, and the content and key messages of the interaction.


Commercial effort optimization. AI can also help to analyse historical information on the investment made in each commercial channel, and propose the most appropriate future investment per channel.



The revolution in Artificial Intelligence has already begun, but given its complexity and the large number of possible applications, it is important to avoid being shipwrecked in the implementation of initiatives of this type. It is therefore crucial to build the perfect puzzle that enhances the value of each of the available technologies and their most suitable use.


Source: PMFarma (link)