Page 5 - AeM_January2021

RESEARCH, ANALYSIS & TRENDS

interested in this article"). The AI learns the user's
personal preferences, which it can track online, and
that results in better recommendation marketing over
the dwell time, which the user can perceive as an
"improvement of the internet". A combination of online
and offline behavior has not taken place yet as in this
wave, AI is exclusively geared towards online
movements and data.

Wave 2 – the economic AI: The so-called developed
markets are in this phase as well, meaning Wave 1 and
2 run in parallel. In Wave 2, however, an AI does not
use the data that is generated online, but rather the
available data from commercial enterprises with the
aim of further developing the respective company. Here
too meaningful analysis and AI learning is only possible “AI will do the analytical
if the data is available in a structured form, in a high thinking, while humans will
quantity, and a desired output can be labeled. Not
every company and not all industries have this data wrap that analysis in warmth
quality, so it can be assumed that only certain
companies can make meaningful use of AI here. Good and compassion.”
examples can be found in the finance sector, especially ― Kai-Fu Lee, AI Superpowers:
lending companies, or the insurance industry. It is
certainly also possible to combine both waves, Internet China, Silicon Valley, and the
AI and economic AI. For example, “Chronos” an AI-
supported application from Lapitus, helps insurance New World Order
providers calculate the insurance risk without the
insurance candidate having to fill out lengthy forms that merge offline. You can imagine the world of shopping
are often incorrect or incomplete. Even if the AI used is kind of as seen in the 2002 film “Minority Report” in
not yet successful enough, the data and photos which AI-assisted woven surfaces in a shopping center
uploaded by the candidates are structured data feed for use the test person's iris to determine who he/she is
a learning AI. So, it is only a matter of time before AI and draw attention to personalized shopping offers.
can predict better than a human insurance actuary at The more a shopper shares data, the more needs-
what price the insurance offer is optimally priced for based would be the suggestions made to him or her
each particular candidate from the insurance when shopping. According to Lee, we are at the
company's point of view. beginning of this phase and Alexa from Amazon, Siri
from Apple, Google Home from Google are the start of
Wave 3 – the perceptual AI: Artificial intelligence is
currently still learning in islands: seeing (image or face this wave.
recognition), hearing (speech recognition), feeling / Wave 4 – the Autonomous AI: This is the area about
touching and other skills are still developing side by which there are many, almost apocalyptic, ideas. In this
side in the so-called "narrow AI". But AI-assisted phase, AI capabilities have grown together to such an
systems are by now starting to “see” the environment, extent that the AI functions autonomously without
according to Lee. As soon as these separate skills human intervention. Lee mentions autonomous driving,
could be combined in one AI, the real and the digital drones and intelligent robots as examples. This wave is
world would merge for us as users. Currently, digital already in preparation, but like the three waves before,
systems are still dependent on us operating them with it will probably not work properly for a long time. Each
a keyboard and swiping our fingers on smartphones. wave affects a different area of human life, in which AI
Hence, these input elements are “portals” for the World will be used differently, and will intervene more deeply
Wide Web. In the perceptual AI world of the near in everyday life from wave to wave.
future, it no longer makes sense to distinguish
linguistically between “online” and “offline”. If you can So much for the four waves, but what Buente and Lee
order a liter of milk by speaking the order phrase while both highlight in their looks is the fact that people tend
sitting on the sofa, are you online or offline? "Lee to underestimate exponential developments because
developed a new name for this phase: OmO = online they only continue to think about them linearly. For

January 2021: AI & Automation in Marketing 5