Amazon's Artificial Intelligence Application is at the Forefront of a Commercial and Technological Revolution
Artificial intelligence is a field of computer science that deals with cognitive problem solving using human intelligence as its model. The two main branches of artificial intelligence include “Machine Learning” and “Deep Learning.” Amazon is at the forefront of this commercial and technological revolution.
Machine Learning
Machine learning is based primarily on statistical computation whereby learning is achieved through pattern recognition. Machine learning involves a set of algorithms that can learn from and make predictions based on recorded data and will output the “right answer” based on patterns recognized from previous examples of input. Machine learning can be used to predict future outcomes based on historical data. As examples, machine learning can predict which customer profile is most likely to become dissatisfied with, or which profile is most likely to remain loyal to the company’s brand.
Deep Learning
Deep learning leverages network computation by layering algorithms in an effort to gain greater understanding of the data. Given large sets of training data, deep learning algorithms are able to identify the relationships between data elements including shapes, colors and words, to name a few. From this, deep learning can then be used to create predictions and to identify more relationships than humans could practically code in software and to identify relationships that humans may not be able to perceive. After adequate training, the network of algorithms can begin to make predictions or interpretations of very complex data.
Amazon has implemented artificial intelligence (both machine learning and deep learning) in four main areas. These include:
Image and Video Classification and Segmentation
Convolutional Neural Networks, which are based on biological processes in which the design of artificial connectivity patterns between “neurons” is influenced by the organization of the animal visual cortex, out-perform humans on many vision tasks including object classification. Given millions of labeled pictures, the system of algorithms is able to identify the subject of the image. Many photo-storage services include facial recognition, which is driven by deep learning.
Speech Recognition
Amazon's Alexa and other virtual assistants are designed to recognize a request and return a response. While understanding the human voice is something that children can perform at a very young age, it is only recently that computers have been able to listen and respond to the human voice. Varying accents and speech patterns in humans make this a difficult machine task to complete utilizing more traditional math or computer science. With Deep Learning, the system of algorithms can more easily determine what was uttered and the intent of the human speaker.
Natural Language Processing
Natural Language Processing seeks to teach the system to understand human language, tone, and context. This begins to allow the algorithm to discern more difficult concepts such as emotion or sarcasm. This is a growing field as companies seek to automate the customer service process with voice or text bots.
Recommendation Engines
Online shopping often involves personalized content recommendations related to items you might like to purchase, movies you might want to watch, or news you might be interested in reading. Humans are no longer necessary since algorithms can now identify the items that might interest you by examining your past purchases or product visits and comparing this information to that of others.
Other practical applications that Amazon is researching and applying practically include:
Anomaly Detection
Anomaly detection is utilized, in which items, events or observations are identified which do not conform to an expected pattern or other items in a dataset.
Fraud Detection
Fraud detection is applied, where predictive models are built that help identify potentially fraudulent retail transactions, or detect fraudulent or inappropriate item reviews.
Customer Churn
Customer churn is investigated and mitigated, targeting customers who are at high risk of attrition are found, enabling the business to proactively engage them with promotions or customer service outreach.
Content Personalization
Personalized content is offered, where a more personalized customer experience is provided by using predictive analytical models to recommend items or optimize website flow based on prior customer actions.
Amazon continues to grow its business, improve its customer experience and selection, and optimize its logistic speed and quality by predicting future outcomes based on past customer buying trends and to identify more relationships between the varying elements of the business transaction. This system has become much more robust, potent and powerful by the adaptation of artificial intelligence. Amazon clearly sees the advantages that this technology can confer on its operation. As a leader in the commercial application of artificial intelligence, Amazon will continue to pioneer a path to the future of business success.
