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Lecture notes of 12 pages for the course Marketing at UPF (ai notes)

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ARTIFICIAL INTELLIGENCE


History

●​ 1950s with Alan Turing's introduction of the Turing test and John McCarthy's coining of
the term "artificial intelligence."
○​ Artificial intelligence simulates human intelligence through algorithms and data
to perform tasks that require human intelligence, like learning, problem-solving,
and decision-making. It can vary from simple automation to complex deep
learning.
●​ Progress was made with programs like ELIZA and SHRDLU in the '60s
●​ Expert systems in the '70s
●​ Machine learning in the '80s
●​ Neural networks in the '90s.
●​ From 2010-2020, AI applications, such as natural language processing (NLP) and computer
vision, spread across industries.


Types of AI

Broad
●​ Weak AI (Narrow AI): Designed to handle specific tasks (e.g., virtual assistants, language
translators).
●​ Strong AI (Generalized AI): AI capable of performing a wide range of tasks and learning
new skills autonomously.
●​ Super AI (Conscious AI): AI with human-level consciousness, capable of surpassing human
intelligence in various areas. This level of AI remains theoretical, as true consciousness in
machines is not yet achievable.

Specific
●​ Diagnostic/descriptive AI: Focuses on assessing the correctness of behavior by analyzing
historical data to understand what happened and why.
●​ Predictive AI: Concerned with forecasting future outcomes based on historical and
current data.
●​ Prescriptive AI: Focuses on determining the optimal course of action by providing
recommendations based on data analysis.
●​ Generative/cognitive AI: Involved in producing various types of content, such as code,
articles, images, and more.
●​ Reactive AI: Designed to respond to specific inputs with predetermined responses.
●​ Limited memory AI: Have the ability to use past experiences to inform current decisions.
●​ Theory of Mind AI: Advanced type of AI that aims to understand human emotions, beliefs,
and intentions.
●​ Self-aware AI: Represents the most advanced form of AI, which has its own
consciousness and self-awareness.
●​ Narrow AI (Weak AI): Designed to perform a specific task or a limited range of tasks.
●​ General AI (Strong AI): Can understand, learn, and apply knowledge across a wide range of
tasks like human intelligence.

, Human, Artificial vs Augmented Intelligence

1.​ Human Intelligence:
●​ Used for driving the car manually—turning the steering wheel, checking mirrors,
and making decisions.
●​ Humans excel at generalizing information, creativity, problem-solving, and
emotional intelligence (e.g., customer service, caregiving).
2.​ Artificial Intelligence (AI):
●​ The self-driving feature on the highway required no human input.
●​ AI performs tasks that normally require human intelligence, such as reasoning,
decision-making, and natural communication.
●​ AI is best for processing large amounts of data, performing repetitive tasks, and
ensuring high accuracy.
3.​ Augmented Intelligence:
●​ Used through driver-assist features like collision detection and blind-spot alerts,
which help the human driver rather than replacing them.
●​ Augmented intelligence combines human strengths with AI capabilities—for
example, screen readers for the blind or voice-driven navigation.
●​ It allows humans to make better decisions with AI assistance (best option).




Generative AI

What is it →​
Type of AI technology that creates new content from scratch, including text, images, music, and
videos. It uses deep learning techniques and vast datasets to generate creative outputs.

Capabilities →
●​ Content Creation: Generates text, images, audio, and videos for diverse applications.
●​ Human-like Conversations: Enables interactive, natural conversations with AI.
●​ Data Augmentation: Can generate new training data to enhance machine learning
models.
●​ Boosting Productivity: According to Goldman Sachs, generative AI could boost the global
economy by 7% and increase productivity by 1.5% over ten years.

Specific uses →
●​ Marketing:
○​ Personalizes advertisements, email campaigns, and social media posts based on
customer preferences.
●​ Creative Industries:
○​ Generates unique digital art, music, video content, and soundtracks for films or
video games.
●​ Product Development:
○​ Analyzes trends and feedback to optimize product designs and generate new
ideas.
●​ Healthcare:
○​ Supports physicians with tailored treatments, simulates surgeries, and helps
create medical images for treatment planning.
●​ Gaming:
○​ Generates interactive game worlds, new levels, characters, and objects based on
player behavior.
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