Data-driven, weak or generative: what is artificial intelligence?
It's no secret that the success of today's brands and retailers depends to a large extent on their ability to collect data and exploit it effectively to serve their sales, image or membership strategy.
Artificial intelligence (AI) has gradually come to play a central role in automating these and many other processes. But just because AI is a popular topic, it doesn’t mean everyone understands what it really is or how it works. So, what is AI?
Summary:
Artificial intelligence has been around for 50 years
What is artificial intelligence?
Weak artificial intelligence or specialized AI
Strong artificial intelligence or generative AI
How does AI use data to support sales?
Artificial intelligence revolutionizes the way we create and sell
Artificial intelligence: a history spanning 50 years
The concept of artificial intelligence may seem recent, but the idea of a machine capable of thinking like a human being is not new. The first research into AI dates back to the 1950s.
Despite promising advances, the early days of AI were marked by periods of hope, followed by disappointment. The technological limitations of the time held back the potential of the machines.
Subsequently, the expansion of computing capacities, massive data collection and algorithmic advances have propelled AI to the heart of today's strategies. Today, it's more than just a tool: it's shaping the way companies design their sales approaches, particularly in retail.
What is artificial intelligence?
To answer this question, we submitted a query to ChatGPT:
Give a short definition of artificial intelligence
“artificial intelligence (AI) refers to the ability of machines to mimic and perform tasks typically associated with human intelligence, such as problem solving, pattern recognition or decision making.”
In reality, there are several forms of artificial intelligence, such as those commonly referred to as weak AI or strong AI, to name but a few.
To understand how they work, we need to introduce the notion of ‘memory’. Unlike an algorithm which is asked to do something and then simply does it, artificial intelligence has been trained to recognize numerical, textual, visual and other data. This enables it to provide answers to queries.
During its training phase, an AI model might be presented with several images containing a piece of furniture, for example, with the information: “this image contains a piece of furniture”. It will then be presented with others containing no furniture, with the information: “this image contains no furniture”. Like teaching a child, the model gradually learns what a piece of furniture is. This learning or training effect is called “machine learning”.
Weak artificial intelligence or specialized AI
Weak artificial intelligence, also known as specialized AI, focuses on precise, defined tasks. Unlike AI which is capable of reasoning like a human in all areas, weak AI is designed to excel in a single function. Voice assistants such as Siri or Alexa, recommendation systems on Netflix or Amazon, and customer support chatbots are common examples of weak AI.
These systems work thanks to precise algorithms that harness massive data to offer relevant, personalized responses. Their value lies in their ability to optimize complex processes in record time, thus helping companies to improve the customer experience while reducing costs.
Strong artificial intelligence or generative AI
Unlike weak AI, strong AI aims to mimic human intelligence in its entirety, integrating reasoning, creativity and adaptive learning capabilities. One of the most striking recent developments is the emergence of generative AI. This is the type of AI that most of us have in mind when we talk about this subject. Based on models like GPT (Generative Pre-trained Transformer), this technology is capable of creating original content, be it text, images or music.
In the retail and furniture sectors, generative AI is playing an increasingly important role. It can be used to design product visuals, create attractive descriptions for product sheets or generate interior design simulations based on customer preferences. With this technology, brands gain agility, shorten their sales cycles and captivate their audiences with immersive experiences.
How is data used by AI to support sales?
Data is the essential fuel for AI. Collected from multiple sources (websites, social networks, purchase histories, etc.), this data feeds algorithms to offer accurate predictions and recommendations. In the retail and furniture sector, AI using data mining can help set prices, transform the customer experience and maximize sales.
When selling furniture online, for example, AI can be used to optimize pricing. Algorithms will analyze several factors, such as competitor prices or current demand and market conditions, before proposing a price accordingly.
Companies can also optimize their inventory management. By analyzing market trends and sales data, AI helps predict future needs, and consequently optimize costs!
Artificial intelligence revolutionizes the way we create and sell
What is artificial intelligence today? Much more than a futuristic concept, it's a reality that's reshuffling many of our habits. With the emergence of numerous new generative tools, AI is revolutionizing the way we create. Its ever more powerful performance in data analysis is shaking up, for the better, the way we sell.
Between weak AI, specialized in precise tasks, and generative AI, capable of creating and innovating, the possibilities seem infinite. At Dassault Systèmes, for HomeByMe solutions, it is already at the heart of certain solutions – such as automatic layout proposals for kitchen planning or scanning an interior to reproduce it in 3D - but also a priority for the future!
More than just a tool, artificial intelligence is becoming an essential strategic lever for success in an increasingly competitive environment.
Sources: Les Big Boss, Le Journal du Net, News Tank, R&D department dedicated to HomeByMe solutions at Dassault Systèmes