Since the Industrial Revolution, we have not experienced anything like artificial intelligence in the business world. This set of advanced technologies is reinventing how companies develop and the way they compete in the market. 

When Implemented in an integral way artificial intelligence reduces costs, improves performance and promotes creative job positions. It generates new paths, so companies can interact with consumers, as well. 

It creates new communication channels, so employees interact with each other and with IT systems, in a faster way. Artificial intelligence generates new growth opportunities, development, creates more income and better productivity. 

Artificial intelligence is your ally in sales, it can improve each single area in the company. It corrects inefficiencies, optimizes operational processes and it saves you a lots of money. 

Now, we will see how is it possible to utilize the power of the artificial intelligence to improve your productivity potentially. 

Marketing and sales 

Marketing is one of the main areas taking over new technologies that are adapted to business and management. 

This is a new matter, previously it was not possible to use artificial intelligence to revolutionize the sales and marketing departments. In fact, both of these departments are moving already to the digital world at a very significant speed. 

Nowadays, companies work with hardware and systems that analyze customer’s personality profiles allowing us to plan communication strategies to reach them 

These systems operate linking people’s interest and company’s services and products. This information matches data obtained from visited websitesclicks on advertisement and interests or preferences that are posted on social media.  

Today, it is possible to apply artificial intelligence to digital advertisement and to find the best audience for any advertisement campaigns. To handle budgets automatically for about 20 kinds of audience and multiple platforms, optimizing advertisement campaigns several times a day. 

Customer service 

Companies know now how important this area is and how greatly it can affect their brands. Consumers have higher and higher expectations each day, when receiving personalized service from companies. 

This involves a close and thorough knowledge about customers, for this reason artificial intelligence systems are mandatoryFed by Big Data, artificial intelligence uses chatbots to create unique communication with clients.  

These Chatbots will service the customer or assist the adviser with his or her consultancy job. It will, also, gather valuable information based on future interactions, something that will be so useful in the future thanks to Machine Learning. 

With this process, companies will know customer’s opinions about the company as well as their needs, failures and how to solve them. The processed and analyzed information is used for intelligent decision-making, fast and accurate decisions to meet customer’s needs. 

Other than that, information will always be useful for other areas in the company. Customer service is not only a communication channel to reach out customers, but also the spot where valuable information for the company is gathered. 


In this area, artificial intelligence fulfills two functions: The company’s physical surveillance and cybersecurity. 

Regarding physical surveillance, the nearby future forecasts a reduction of surveillance staff, however this job will not be eliminatedMonitoring staff will be important, although not in numerous contingents.  

AI Cameras will permit us to detect peoples’ profiles and automate responses with safety protocols. A technological implementation, hence, will be necessary to be able to predict risks and anomalies with a high degree of certainty. 

Cybersecurity has changed now because automated attacks are more difficult to detect.  AI and automatic learning in Machine Learning can help to identify risks and prevent problems from happening making them predictable. 

The learning process from machines analyzes tons of security data using Big Data as a source, creating red flags when issues happenWhen representations of specific attacks are createdbased on variables and relations, it is possible to learn from these experiencesknowledge and predict future attacks. All of this occuring 24/7. 

In this article we have looked into some of the aspects where artificial intelligence demonstrates all of its potential and benefits for companies, but its approach and effectiveness is not only limited to the previous mentioned areas. Ialso helps human resources, accounting, finance, managerial areas and so on 

Finally, we want to indicate some considerations that a professional working with IT needs to consider before implementing IA systems. 

Update the hardware infrastructure. Artificial intelligence needs a broader bandwidth, low latency networkshigher storage capacity and fast response. The servers must be highly scalable with accelerators 

Have up-to-date technology to manage the company’s information. Artificial intelligence is founded on a large volume of information. It is very likely that new tools will be needed to handle data efectively. 

Assess employees performance. It is possible that you need to train your employees or hire new ones. Artificial intelligence needs various skills in order to handle job burdens. There is a need for a qualified team to analyze and interpret this massive information. 

Implement automatic learning platforms and predictive analysis. Platforms allow employees to simplify projects and collaborate with different business unitsHave data engineers and scientists who train, implement and manage, in a more effective way, data models and information segmentation, administered by IT. 

Apply the Roll-out Virtual Agent Frameworks, which permits the creation of chatbots, used in many ways and many functions of sales, customer service and human resources.  

Implement natural language processing platforms, text and voice analyticsThese elements can be used in multiple ways for marketing and sales, customer service and research and development. 


ROBLES, Javier Martín  

  1. “Futurizable”. First Edition. Ciudad Real.España. Publishingcompany: Puertollano Editions. 
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