Seminar 4 AI Transformation Quiz

Netflix's research spans many different algorithmic approaches including causal modeling, bandits, reinforcement learning, ensembles, neural networks, probabilistic graphical models, and ___ factorization.

What is one of the challenges Netflix faces when using machine learning extensively?

• Data privacy concerns

• Scalability issues

• Model interpretability

• Algorithmic bias

In which areas does machine learning impact the company?

• Personalization

• Content shaping

• Production optimization

• Advertising

How does Netflix use machine learning for innovation in various areas?

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How is AI impacting business processes?

• By creating efficiencies on an unprecedented scale

• By leading to automated and interconnected business processes

• By having diverse implications for a wide range of business functions

• By revolutionizing the marketing industry

Why should AI be a consideration for all marketing managers?

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According to the paper what are the nine stages of Marketing functions and AI potential?

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What ethical issues associated with the use of AI technology in marketing do you see?

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What is the definition of AI and machine learning, and how do they relate to marketing?

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Answer explanation

The definition of AI (artificial intelligence) is "technology that enables machines to learn from experience and perform human-like functions" (Campbell et al., 2020, p. 229). Machine learning (ML) is a subset of AI that focuses on the development of algorithms that enable computers to learn and make predictions or decisions based on data. In the context of marketing, AI and machine learning are used to analyze large sets of unstructured data, identify market anomalies, and create recommender systems to predict future events. They are also employed in personalized predictions, production processes, and interactive communication with consumers. AI and machine learning are relevant to marketing as they enable the automation of tasks, personalized customer experiences, and the analysis of consumer behavior and preferences. They also have the potential to disrupt traditional marketing practices and drive significant social and economic changes.

What are the ethical challenges associated with the use of AI in marketing?

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Answer explanation

The ethical challenges associated with the use of AI in marketing are multifaceted and include concerns about privacy, data capture, and consumer experiences. Consumers may feel exploited or disempowered by the use of AI, leading to potential alienation from the social experience. Additionally, there are ethical implications related to the endowment of individual data to AI, as well as the potential for reduced perceived risk when consumers are in a position of power. Furthermore, the use of AI in marketing may lead to disempowerment from outsourcing to AI and the "Ikea effect," where consumers may feel a reduced sense of self-efficacy. These ethical challenges need to be carefully considered and addressed by marketers to ensure that the use of AI in marketing is conducted in a responsible and ethical manner.