Navigating the AI Horizon: The impact on marketing and education
Associate Professor Jimmy Wong
Deputy Head ā Master of Management Programme School of Business
Objectives
ā¢ Provide an overview of what AI entails, to demystify it, understand its value rather than to fear it.
ā¢ We shall look at AI from two lens:
ā Abstract & strategic level (managerās and senior executiveās lens)
ā Operational level (tool lens)
Strategic level discussion of AI
Whatās wrong with the definitions?
ā¢ āā¦programs, algorithms, systems and machines that demonstrate human intelligenceā (Shankar 2018)
ā¢ āā¦ manifested by machines that exhibit aspects of human intelligenceā (Huang & Rust 2018)
ā¢ āā¦ technology capable ofā¦ making decisionā¦ taking actions on behalf of humansā (Rouse 2023)
ā¢ AI should be defined according to its applications (Davenport et al., 2019)
ā¢ āā¦brand of computer science dealing with the simulation of intelligent behaviour in computersā (AI Discussion, ChatGPT, 2023; Merriam-Webster, n.d.)
Should we fear AI?
ā¢ Will it take away jobs (vs tasks)?
ā¢ Will it have privacy issues?
ā¢ How about potential misuse and ethical dilemmas?
ā¢ Will it start WWIII? Leonardo_Diffusion_XL_AI_terminator_with_nuclear_bomb_mushroom_0
- We are in the 6th Kondratieff Wave; marked by intelligent technologies - Technology, in the form of AI, will become the common transformation denominator.
The Four AI Intelligences (why?)
- To set expectations
- To know the required human investments
ā¢ Repetitive work
ā¢ Drivers, waiters, cashiers, etcā¦
ā¢ Need skills on data mgt
ā¢ Accountants, Financial Analysts, etcā¦
ā¢ Creative thinking
ā¢ Active problem solving
ā¢ Marketing managers, lawyers, etcā¦
Huang & Rust 2018
ā¢ Relationship building
ā¢ Thinking with feelings
ā¢ Psychiatrists, etcā¦
Domain for machines. Mostly data driven.
Domain for humans.
Applied to Marketing?
Descriptive Data
Diagnostic Data
Predictive Data
Prescriptive Data
Huang & Rust 2021
ā¢ Hardware
ā¢ Infrastructures
ā¢ Back-end developers Foundation Models Consumers, employees, these are users
AI Applications in business activities, these are the deployers
Source: Sam Altman, CEO, OpenAI (https://www.youtube.com/watch?v=0uQqMxXoNVs)
Classical mechanics
Quantum mechanics
Thermodynamics
Fluid dynamics
Nuclear physics
Astrophysics
Biophysics
Geophysics
Relativity
https://www.youtube.com/watch?v=Yq0QkCxoTHM
Other sub-fields of AI includes:
- Cognitive Computing
- Affective Computing
- Quantum Computing
- Robotics
- Autonomous Systems, etcā¦
ā¢ ChatGPT (OpenAI)
ā¢ Bing Chat (Microsoft)
ā¢ Gemini (Google)
ā¢ Llama 2 (Meta)
ā¢ Claude Pro (Anthropic)
What is Generative AI?
ā¢ She sells seashells on the ___________...
ā¢ Humpty dumpty ___________________...
Lye, C. Y. (2023),AD139 Generative AI in Tertiary Education : Effective Prompt Writing
Switch over to demo
ā¢ ChatGPT 4o GPTs vs. Claude Pro Projects comparison
ā¢ Show demo Volve & Etoros Ads created by AI; how to do these with Runway
ā¢ Show Synthesia vs. Heygen
ā¢ Show AdCreative.AI
State of AI in education: Impact on
the three pillars (1)
ā¢ What are the three pillars?
ā AI for teaching (for teachers)
ā AI for learning (for students)
ā AI for assessment design
Bloomās Taxonomy
State of AI in education: Impact on the three pillars (1)
ā¢ AI for teaching
ā¢ Teacher Assistance Tools: for lesson planning, sourcing educational content, and creating interactive presentations ā Topic 5 sample video
ā¢ New Curriculum Design: developing and updating curriculums based on future needs ā prompt engineering, critical thinking, research, etc.ā¦
ā¢ Professional Development: AI training programs for teachers to stay updated with the latest educational technologies and methodologies.
New curriculum design:
Service Robot Masterclass for non-programmers
Master of Management
ā¢ Introduction to service robots
ā¢ Construction and hardware principles
ā¢ Basics of operations and applications
ā¢ Custom programming scripts
ā¢ Practical programming 1: hotel scenarios
ā¢ Practical programming 2: elderly care scenarios
ā¢ Practical programming 3: retail scenarios
State of AI in education: Impact on the three pillars (2)
ā¢ AI for learning
ā¢ Adaptive Learning Platforms: systems that adjust learning materials and pace according to individual student's abilities. (Show next slide & video)
ā¢ Enhanced Engagement: Use of AI-driven chatbots and virtual assistants for 24/7 student support, clarifying doubts and offering learning assistance. (Work in progress)
ā¢ Collaborative Learning: AI-enabled platforms that facilitate group projects and peer-to-peer learning, even in remote or hybrid learning environments. (Future?)
State of AI in education: Impact on the three pillars (3)
ā¢ AI for assessment & design
ā¢ Automated Grading: grade assignments and quizzes, provide immediate feedback. (Learning Management System being evaluated)
ā¢ Performance Analytics: track performance, identify strength & weaknesses. (Learning Management System being evaluated)
ā¢ RID framework* for assessment design ā show sample assignments
ā Recency: apply theoretical knowledge/skills to current scenarios
ā Immediacy: respond to the assessment tasks in real time and space, viva voce
ā Discovery: creation of new understanding and knowledge
ā Show TMA Sample
* Wong, J & Lye, C. Y. (forthcoming), Assessment Redesign in the Era of Generative AI:
The Recency, Immediacy and Discovery (RID) Framework.
Ethical Considerations
ā¢ Bias, Reliability & Accountability ā AI models need to be trained well to do this
ā¢ Authenticity ā AI vs. Human content; what is creativity, what is knowledge?
ā¢ Safety & Privacy ā Costs vs. benefits vs. risks
ā¢ Job displacement ā Aim for task displacement and not job displacement
ā¢ Life-long learning ā Implications from task displacement; how to motivate?
Future Landscape
ā¢ AI should focus on Mechanical and Analytical tasks (for now)
ā¢ Human reserves the rights to make decision (Intuitive and Empathetic)
ā¢ AI should be used for enhancing productivity and value creation (Blooms)
ā¢ Continuous and lifelong learning is vital
Source: Matt Wolfe YouTube Channel
