artificial intelligence.
Where does she meet us in everyday life? (Photo: ShutterStock)
Here is news that may come as a surprise to some of you: even those who claim to have no idea what AI is and in clearer language - intelligence or artificial intelligence, use it almost without knowing it.
This is how, for example, anyone who wanders through social media recently must have found himself playing all kinds of "guess me" games under the auspices of the AI that showed what he looked like as a knight, checking what a peace agreement with the Palestinians would look like, and even optional statuses or tweets that the artificial intelligence writes.
This thing is not only in the social network and controls the algorithms that publish ads to us.
How many times have you talked to someone about a certain product and immediately received it in a series of advertisements when you opened the phone?
Artificial intelligence currently dominates almost every field - medicine, business, even the capital market and certainly in the field of retail.
Soon our shopping at the supermarket will also become smart, eliminating not only our need to stand in endless queues but will also learn our buying habits.
Still, the question arises, do we lose ourselves in the algorithm?
What will happen to the free elections, to the business world, and is it even possible to escape what seems to be the takeover of the world by artificial intelligence?
First of all, in order to put some order in AI, we asked
Ido Sebag, a technology consultant and one of the senior partners at Whistleright
, a start-up company, to explain what it is.
"It is a collection of different research fields in the field of computer science whose goal is to simulate human thinking, and to offer solutions through characteristics similar to human thinking" says Sebag.
Like the bots that answer us
"exactly. And for example they provide quick answers that save a phone call. Algorithms and so on."
But while it turns out that the role of artificial intelligence is to save us time sometimes, as sophisticated as it is, it still does the opposite.
"Amazon used AI services in the past to screen candidates for positions in the company, and it turns out that there was a significant decrease in the number of people hired, after the use of the sorting software that actually meant that fewer candidates were suitable for the position. So sometimes we see that the technology is not really in our favor."
Music consumers, for example, rely on a customized playlist, but if I personally, I often resent the adjustments that are made to me
"this can also be problematic. Take a music consumer, let's say an Israeli who listens to certain music, the system learns him, and does not play him songs that are not connected to his sector Here, for example, there was a legal claim at the time, that the artificial intelligence might outline for that consumer a certain path, and a pattern of life that sometimes harms people on an ethical level.
On a legal level, this is something that is being tried to change.
As well as consuming ads on social networks, the known target based on searches we do.
On the one hand, Bina recognizes what the audience likes and he receives attractive offers, on the other hand, there may be a miss here when another audience is not targeted for something they could have liked too."
Ido Sebag, a technology consultant and one of the senior partners at Whistleright (Photo: Yonatan Bora)
A fine of billions
Sabeg talks about a study done at Harvard University that examined the uses of different organizations in the field of AI and the need for it.
"They examined in what sense the technology improves their performance. The main ones were identifying security breaches, reducing work on the production floor that saved money, and quickly solving technological problems that arose for users.
So, broadly speaking, the phenomenal development in the field does not necessarily mean that AI will come to replace humanity like who are afraid, but mainly to try to optimize processes and save many mistakes along the way."
But it outlines something specific of a company or anyone who defines their system that they want to outline, there is something a bit limited about it
"This actually reduces our options according to the needs of that body or organization. We produce a certain type of flow, the purpose of which is to give us a clear answer to the questions of how we can identify the end consumer or how to improve our initiatives. On the one hand, this is good because we are improving Both in terms of the quality of the products we receive, and also in the level of subtleties. In the end, the mistakes a computer will make are small compared to human mistakes, on the other hand it can come and harm our day-to-day lives."
In 2017, the European Union imposed a billion-dollar fine on Google for improper conduct in the search market, when Google Chrome owned almost 80% of the search engines.
In the competition in the monopoly search engine market at the time, it was not possible for consumers to enjoy the benefits of competition.
"Even in the European Union, they are getting into the thick of it and today they don't allow big companies to do what they want in front of consumers."
Still, is there a way to escape it?
"In the end, it's a matter of the user of the service. I personally canceled all the tracking options on Facebook, but on the other hand, I can tell you that if, as an end consumer, a smart system will route me faster in the supermarket according to my shopping list and I will gain a little more time with the children in the evening, I would love to use it. On the other hand, there is no doubt that the data is also being collected, and this huge amount of data may end up being sold for billions."
Where will it go?
"Anywhere. Take transportation for example. As soon as there is a development that allows an ambulance to go through a smart traffic light system that recognizes it and makes it go faster, I ask myself if the technology exists, and if it works on ambulances, how will I know that another person let's say someone respectable or has Won't a certain socio-economic rating be given priority? Here too the ethical points of the regulation arise and the day is not far when it will have to deal with them in light of the many developments in the market."
From ethics to money: how will it affect the capital market?
"Today, AI already exists in the capital market, in terms of actions that a person performs in the process of buying or selling shares. There are systems that recognize certain reactions and study the interaction. This is also where the regulation comes in. You will have to pay attention to what is happening regarding private investments and make sure that systems cannot make an absolute decision Autonomous.
On the other hand, today there are smart systems that know how to analyze the stock market well and through pre-defined actions of people, perform the desired activity automatically and according to the fluctuations of the stock in the market. Still, people should not rely only on the technology but use it."
Ruby Bridges was the first African-American girl sent to attend an all-white school in Louisiana.
She was driven away in disgrace, and one of the most famous images in history is of the brave girl surrounded by four US marshals escorting her out.
In an experiment with an AI system in order to study the image, it turned out that it recognizes the marshals but not the dark-skinned girl.
"In such cases we say preachy, and that there are still things to go through until it is completely integrated into our daily lives. The system makes people efficient and saves time, it shortens times, even as a consumer in the end I want to get to some end product and buy it, and if I have a smart system that learns me and suitable products for me accordingly and I save time and money because I will get an attractive product in relation to what I was looking for, so for me it contributes as an end consumer. So there are good things on the other hand, we need to see that we do not harm the human level and the moral level in these processes."
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Assaf Cohen, owner and CEO of the start-up CNWD erPL (Photo: Knesset Spokesperson, Doron Letzer)
learn the business
The retail world is already strong in the field, and as we just learned, even the capital market, but the next thing in the field of AI is the integration of these technologies in small and medium-sized businesses as well.
Assaf Cohen, owner and CEO of the start-up CNWD erPL makes use of AI capabilities together with machine learning and this combination together studies the specific business by providing guiding questions, processing the information and providing specific information for the business.
The goal is to enable not only holistic management but also generating insights for the business while in motion.
Cohen explains that digitization and advanced technology is not necessarily smart technology, "most large and medium-sized businesses have advanced systems and features for managing the organization, but from the research we did we discovered that most companies use something like 4-10 different systems for ongoing management in each business, with each system handling a feature Other, whether in marketing, finances, employees, etc.
Which results in a lack of control and control, and also a vital loss of information that may serve the company in the future."
The innovative development allows a clothing store to plan the amount of orders for the winter based on previous sales data, to know what types of clothing are sold, and what pricing the regular customers will want to buy.
For marketing companies, for example, the technology helps in locating the most suitable sales representatives for the different types of customers and even a smart system that handles our invoices, and sends notifications to anyone who has not yet paid.
"The system actually stores the information in an intelligent way, and enables analysis and insights at a high level. It not only provides analyzes but studies the customer from end to end. As soon as I have the right data, I can teach the software additional data that is not necessarily directly related to the organization. For example, weather or Even transport. And so if you have a store in the middle of Dizengoff and the system knows that there are railway works, by refining and analyzing your customers' data, it can say whether it will affect your business or whether the customers are loyal enough. It checks inside and out and tries to identify where your business is changing."
As in systems of leads?
"The simple lead systems know how to come and say in general today what is a quality lead and what is less, but if we have high machine learning capabilities, and because we study the customer from end to end and teach the machine data from the inside and outside, the system can tell what the chances are of closing the deal and with which representative. Time, the system studies the customer and gives him more and more information for such and other questions that may arise along the way, by the way your system can tell if your employee is happy or not."
Is this a step up in AI?
"There are studies that show that certain data shows whether the employee is happy and how loyal he is to the performance. There are several parameters and we use these in our development. Think of all the data that exists on your desk, and one of the tools, along with marketing, salary, etc., is a social tool that provides data about the employees Beyond the number.
The system knows the employee deeply, and it is constantly studying him.
Today, in the age of layoffs, it is possible to use the software to look at the parameters in a broad prism, because there may be employees who are not loyal to the business but did manage to sell in the last year.
So who will you call for a hearing?
And this is just one example of many, the software is updated on the fly and in every field."
And if we already mentioned "every field", in the spirit of the World Cup that just ended - if you were wondering how you manage to see videos of all the moves during the game?
When did the video editor get to sit on them?
And how the hell did they manage to locate all the little exciting moves in one second?
So there is no video editor, at least in some of the instant videos you see on digital, and on TV that are broadcast simultaneously while playing.
This is an Israeli start-up that has gained momentum in recent years called WSC Sports, which began its journey in Microsoft's accelerator, initially as a video system for coaches and later as a function that provides the "highlights" to broadcasters and companies covering various sports events.
"For every sports broadcast, we receive from our customers the streaming, exactly as it appears on TV," explains
Amos Berkowitz, team leader of the company's algorithm department
.
"The system analyzes the video in three layers of audio, video and a data feed that finds all the main events in the game, let's say all the shots to the basket, the kicks to the goal, corner kicks, assists, moves in football or tennis."
Berkowitz explains that, contrary to what we know from standard AI systems, these are not models that draw pictures or write texts, "We are in a world called computer vision, that is, you see an event and you need to recognize it, understand if it is a basket or a miss or a tennis stroke. Is it an interesting move of A certain player, who to focus on, etc. In the
end, all these moves become the video we see?
"We create encoded clips according to the client's request, it can be a 3-minute film after the first quarter with all the beautiful moves, or a longer film for the app, YouTube or even Twitter. Once, for each such film I had to set up a video editor to look for the good moves , and today the system that learns through AI to locate the good moves according to the definitions, anyone who uses the system can do it with the push of a button."
Amos Berkowitz, Head of the Algorithmic Department at WSC Sports (Photo: WSC SPORTS)
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artificial intelligence
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retailing
Capital Market