Understanding Disruptive Technologies
The concept of disruptive technology is nothing but the innovation that can help in altering the way that industries, businesses or consumers operate within the business environment. Among different disruptive technology the current consideration are the GPS system, e-commerce, 3D printing, 5G network, Automation and Robotics, Machine learning and Artificial intelligence, Augmented and Virtual Reality etc (Si & Chen, 2020). The utilization of Artificial Intelligence can be seen in different industries such as the Automobile industry, IT industry, healthcare industry and many more. Based on AI, the automobile industry is designing automatic cars which can drive driverless based on letting the machine understand different factors related to driving automatically. Similarly, in this case of research the organization Amazon has been chosen that is the market leader in online retail. Therefore in order to stay ahead in the competitive environment, the organization is also adopting different current technological trends to ensure about effective business process. The organization has developed a product called Alexa which is one of the smart products that runs on conversational AI platforms. Based on this smart tool a user can interact with the machine in terms of different purposes such as if someone wants to play music, by telling that to the machine a user can listen to music. The concept of AI is a wider area of computer science that spans different disciplines and those are aiming to create machines and systems capable of performing tasks (Petzold, Landinez & Baaken, 2019). The mentioned voice-controlled virtual or digital assistant program Alexa can accept voice commands to answer different activities based on internet searches. Based on the AI, Alexa learned to carry over context from the individual query and registering them the machine can provide a solution to the users. The name Artificial Intelligence suggests letting a machine understand the different processes of working to satisfy different demands.
People are currently leaving in the 21st century where the advancement of technology is making life better for human beings. In order to find out the needs and demands of consumers, different organizations are implementing disruptive technologies such as AI to ensure that they can effectively reach the target audience (Christensen et al. 2018). In this era of digitalization, people are quite dependent on online platforms and the young generation love to get their products delivered to their homes. The companies who are running their business digitally need to effectively understand the search process of the consumers to let them notify about the products and services. The technology is already applied in online business where gaining the insights of consumers data, AI ensures about analysing the data and make sure about the choices and needs of consumers. Considering that notifying the consumers using different social media and digital platforms, an organization can ensure about reaching the target audience. But it is difficult in the virtual world to understand what a consumer is thinking and an organization cannot understand the behaviour of the consumers until and unless they go for any queries in any website or search engine. Taking this into account Amazon is working on implementing AI on their search engine sites to ensure what consumers are willing to have in terms of satisfying their demands. This disruptive innovation does not only the process of enhancing the services or products for the same target group; instead, it involves the innovation used to have more target audience within the business market. Amazon is already having a vast amount of consumers across the globe whole who are purchasing different kinds of products from the e-commerce application of Amazon. But understanding how the increase the chance of preferences for consumers needs to gain the insights of consumers and that is only possible with the help of AI (SHIM, LO & LIEW, 2022).
AI in Different Industries
The chosen organization Amazon started their business by just selling the book online in the year 1994 and then gradually they have expanded their market gradually with a diverse range of products in order to satisfy the needs of the consumers. Now in this 21st century, organizations have evolved the power of technology and have different forms as well such as cloud computing, video streaming, e-readers, gaming and the popular frame is online grocery shopping. By adopting various stages of working, the organization is elaborating the operational activities and the demands and needs of consumers are getting fulfilled in an effective way. Amazon is always having the power of AI to make betterment in the efficiencies in business (Kietzmann, Paschen & Treen, 2018). The AI is being used by the organization is not only for consumers to have a better positive experience in order to run the internal process the organization is also adopting the AI in the business process. AI facility that has been used by the organization Amazon is not limited to predicting the willingness of consumers in terms of buying any products, rather there is a future of AI in order to provide a customised recommendation to their consumers. This recommendation can help the consumers to have their choice products again and again through different notifications on digital platforms. Different industries are using AI in different fields of application such as in the medical or healthcare sector, to understand the health conditions of patients and for analyse different medical reports and patients data there is a use of AI (Sun et al. 2019). Similarly, among different areas, one of the areas where Amazon is working more in terms of developing the AI is for understanding the search queries of consumers. The main reason behind adopting AI is to look at the reasons why consumers want to have certain products from different categories.
According to the organization, predicting towards the depth of consumer’s query is a potential component of data retrieval which a make betterment of the outcomes through betterment understanding about the intension of consumers. According to different researchers, this might make betterment towards the shopping experience of consumers by matching high-quality products to search queries. In order to have future development in AI for search queries, the system of AI needs to be trained with a different process (Alagha & Helbing, 2019). The first and foremost steps towards the development need to have a proper dataset because a machine can only understand numerical numbers. But in order to the data set, the organization has to assemble a list of the dataset according to the needs of the predictions. The organization can have different categories of context and different activities such as cleaning, running, reading and most importantly needs to have audiences such as daughter, man, child and professional and ensure about common queries of products. Now in order to let the machine understand the process, the organization can use standard reference text to create aliases for the terms such as for father the machine can have the dataset like daddy, dad, pops etc. and for another gender such as other the machine can understand the context such as mom, mum or mommy. The development of AI for the purpose of prediction can also be done but for that, the organizations have to let their machine or system learns more (Hopp et al. 2018). This is because the more the machine will learn, the more it will be easier for the machine to predict the working process of can be helpful for understanding the search queries of consumers. Other kinds of datasets such as product ID and categories can be added to the dataset and the entry can be labelled accordingly.
Adoption of AI by Amazon
The way the Alexa system works is based on recognizing the commands or speech of users. Similarly by letting the AI machine understand different kinds of the dataset with different variables and categories the organization can ensure predicting the choices in terms of queries of the consumers. In addition to that by using multiple metrics, the development of AI can also be done for the search query process (McLean, Osei-Frimpong & Barhorst, 2021). In the past time, it has been seen that text used to enter in a search box and accordingly results have been generated for most of the users. Now with the process of development, AI has made it possible to generate more effective results based on real-time factors such as browsing history with the words used. AI-powered such engine used by Amazon and for other companies has the potential to give the site about what users exactly want. This in return can contribute the organization to meeting the goal in terms of satisfying the consumers with a high rate of conversion and that will increase value. The power of AI can let the platform learn from data on users automatically in order to generate the most relevant and accurate search experiences (O’Reilly & Binns, 2019). This learning is usually done in real-time which leads to the resulting tuning in the background which is searched by the users. When applied to the search engine of applied, the AI commonly refers to the subsets of natural language processing and machine learning in order to determine the intention beyond a search and return what the users want to have. The pattern of language can be understood by the computer machines and by identifying the relationship among different words of what the user wants. It also needs to keep in mind that the process of search can be done in both visual and voice search and therefore letting the machine understand how to predict the expected outcomes.
People across the globe are having separate tastes in terms of consuming services or products. This can even analyse in the domestic market with lots of difficulties, but while operating in foreign countries, understanding the taste and choice of consumers becomes a quite challenging task (Trabucchi et al. 2021). An e-commerce organization that provides service online must make proper recommendations to their consumers. It is not only important to know the things that consumers search for, rather should know the reasons behind searching particular services or products. Considering that, being an e-commerce organization Amazon also needs to know why consumers search for specific products or options from the online platform. Understanding that the retailers like Amazon can recommend complementary items to their consumers and Amazon is intended to apply AI to solve these above-mentioned issues. Amazon is going to utilize machine learning and AI together to predict the context of search queries from the consumers (Rossman & Euchner, 2018). The system which will incorporate AI will aim to augment the quality of search results on the e-commerce platforms of Amazon which is Amazon.com. Amazon researchers have discovered how the retailers are using different product discovery algorithms to look for the correlation between the products and queries. Amazon on the other hand is using their AI to identify the best matches based on the context of use. An example can be effective to understand the future development of the AI in the business process such as if someone searches like Adidas men’s pants then the system can predict activities like run. This is because people will search for sportswear for sports activities and by letting the machines learn about the common activities, the AI can ensure about predicting the research queries. In addition to that, if a user enters the query “waterproof shoes”, then the machine using AI can predict that either the user is about to use the shoe for rough use or wants to go hiking where there are rivers or rainfall happens (Tou et al. 2019).
Alexa and Conversational AI
The application of AI is not only limited to Amazon for finding the search queries of consumers, rather AI is having a broad area to implement for the different processes such as in the sector of healthcare in order to do data mining for identifying the patterns and accordingly can carry out more accurate treatment and diagnosis of medical conditions, medical management, medical imaging, robotic surgery and drug discovery. In the industry of financial and banking services, there is also the use of AI as in many scenarios; human agents are replaced by different intelligent software robots for the application of loan processing in fractions of a second. In addition to that, the Robo-financial advisors are shifting through different levels of data to have proper decision making for business and for consumers as well (Gulson, Murphie & Witzenberger, 2021). Along with that Robo-advisors can also analyse social media activities, analyse personal data, email and other considerations that can also involve in the business process. In the sector of manufacturing, it can be seen about the use of AI is employed in several layers and lines of operations. Starting from the planning process to the product design the incorporation of AI can be seen which is making betterment in the product efficiency, employee safety and most importantly the quality of the product. In different factors, by using artificial neural networks and machine learning, organizations are providing support to the predictive maintenance of industrial equipment. Based on AI, a manufacturing organization can take time for the measurement of restoring the equipment and also prevent costly unplanned downtime (Kepuska & Bohouta, 2018). In addition to that, the incorporation of AI can also help in notifying the units of manufacturing about any possibility of error or fault which can lead to quality issues. In the industry of entertainment, the use of AI can also be seen where the AI helps the broadcaster and program producers identify the programs or shows that the organization can recommend to individual users on their activity. With the support of this, Amazon and Netflix use to provide a more personalized experience to users.
Along with that, it can also be seen that in the industry of music, large companies such as Spotify and Apple implement the AI to understand the engagement pattern of users and accordingly they use it to recommend the right music to the right people at the right time. The travelling industry is also not far behind in terms of adopting AI for a business process where the advanced AI algorithm is powering the chatbots with increasing efficiencies which is enabling them to give more accurate responses to the queries of consumers (Dadhich & Thankachan, 2021). There are big travel agencies and organizations that are building a mobile application based on AI and also developing chatbots for the improvement of consumers’ experience. Different online food delivery companies are using AI-based chatbots in order to solve the queries of consumers as soon as possible with an automatic chat process. The transportation and logistics industry is also working on the revolution of AI. Amazon is an e-commerce retail chain and works on delivering products to consumers. Therefore for managing the logistics, the organization takes the help of machine learning and predictive analytics which can transform the management of the supply chain. The warehouse of Amazon uses robots based on AI for the process of packaging and sorting products within the warehouse (Mishra & Mukherjee, 2019). The AI algorithms are also utilised to find the shortest route for shipment and also support the last-mile delivery. This ensures that the products are getting reached to the consumers on time and that can also make sure about the loyalty among the consumers should be maintained and the desire to buy online products will also increase.
AI for Understanding Consumer Search Queries
In this part of the research it will discuss the process that can be recommended in terms of solutions for the future betterment as those solutions are as follows:
- The collection of data for letting the machine understand the way of predicting the outcome is one of the challenging tasks for an organization while implementing AI in the business process. The data which are being collected is often not accurate, inconsistent or poor quality for the process of AI implementation. Similarly, that can happen in Amazon as well while implementing the AI-based system to ensure about getting effective outcomes. In order to solve this issue, it can be recommended that an organization firstly needs to ensure about collecting right dataset for the right purposes and then only can implement within the AI process of prediction. This needs to be solved because the system based on AI is only good when good quality data have been fed to the machine (Ram et al. 2018). It is not only to put the training data for the prediction process but often it also needs to ensure about building a better model with manually levelled data using different annotated tools.
- The shortage of skills is another key consideration that can impact the implementation and operation of AI. The availability of competent workers who can work on AI is quite limited. People might work on AI but the experience and training in terms of deploying and implementing datasets for the prediction process are quite low. Considering that Amazon might face the difficulty of finding the right people to allocate in the right place to improve the operation of AI. In order to solve the situation, the organization needs to ensure hiring few candidates who are having experience in this field and especially needs to hire data analytics who can work on finding accurate data for the process of data analysis. In addition to that educating the workers about the importance of decision making based on data analysis and optimizing the opportunities offered by the AI.
- The issues of privacy are other key issues that can be seen in the process of implementing AI in the business process. This is because while taking data for the process of analysing the dataset, organizations use to take the sensitive information of consumers without the concern of consumers and that can lead to data theft, loss of data and access to sensitive information (Lorne & Gogireddy, 2021). Even if knowing the choice of consumers is important but putting their data in danger can be seen. Therefore in order to solve this issue and to make the AI operate better, Amazon needs to choose the dataset in such a way so that it does not hamper the privacy issues of consumers which can negatively impact the brand image of the organization.
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