As technology continues to evolve, we have witnessed remarkable advancements in artificial intelligence (AI). We now have virtual assistants in our pockets, can integrate home technology with voice-activated commands, and have even begun developing robots capable of engaging in real conversations with humans. While some view this as a daunting glimpse into a robot-dominated world, others see it as a necessary step toward the future.
Machine learning in customer experience
With the rise of AI, machine learning is starting to make AI even more definable. Although the concept of machine learning has existed since the 1950s, it has not always emerged in practical applications. Machine learning is the scientific process of teaching computers to learn and act similarly to humans. It is a subset of AI that uses specific algorithms akin to predictive analysis. The overarching goal of machine learning is to use data to improve machine behavior. It allows computers to identify recurring patterns to promote autonomous learning not supported by pre-programmed algorithms. For machine learning to occur, a computer must be able to observe real-world interactions and user experiences.
At its core, machine learning operates similarly to human learning. When we encounter something for the first time, we observe how others interact with it, talk about it, learn from it, or manipulate it. Our brains then form new neural connections that allow us to store it in our memory and use the information later. Machine learning is similar. Computers use statistics, search for patterns, and analyze data so that it can be processed by their internal algorithms and stored for future use.
For machine learning to function correctly, computers need to gather as much data about the situation as possible. In many cases, this means collecting data about you, the user. For example, Spotify works differently for each user, creating targeted playlists based on activity. The same process is used by Netflix to generate recommended show lists, which is why one person’s home screen may feature categories not seen by their neighbors or family members.
