Artificial Intelligence vs Machine Learning

What do you think of first when you hear the term AI? A robot? C-3PO maybe? Lines of code? This week, Jason strips away some of the myths about AI and shows you how you can use it to make your end user experience better.


Machine learning and Artificial Intelligence are two different things, but the terms are often used interchangeably. When a company tries to sell you AI, they are probably actually selling machine learning. People often use the term AI as a means to impress their consumer! 

Recently, the Webstars Marketing team visited an Ad:tech event in London, where IBM's CMO Russell Sherwin explained AI in 4 parts:

  1. Collecting the dots
  2. Connecting the dots
  3. Learning from the dots
  4. Telling humans what has been learnt from the dots

The dots he is referring to are data points. 

IBM is responsible for Watson, who was famously able to beat Jeopardy champions at their own game. More recently, Watson has been programmed to learn the symptoms of cancer patients and to suggest areas of further reading that could be of interest to the treatment of that particular cancer. It has been massively successful and is way more efficient and accurate than real-life doctors. 

When we talk about AI, Amazon's Alexa is one of the first virtual assistants that comes to mind. And, it is getting even more sophisticated. The impending launch of Alexa Hunches is getting every person interested in tech excited. This new feature will predict the behaviours it thinks you want it to exhibit based on the learnings from your previous habits. But what a lot of people don't realise is that Alexa Hunches is not a form of AI at all but an example of machine learning with programming applied to take automated action.


A true form of AI is a technology with the ability to self-improve and make decisions using learnings from different contexts. Machine Learning is pattern recognition and AI is the intelligence applied to those patterns. 


But how could you use these new technologies in your business? 

We have worked with clients in the past who desperately needed their users to be shown the right content for them when visiting their website. A report by EpiServer found that 92% of consumers visiting a retail website for the first time actually had no interest in buying at all. This report showed us that you absolutely need the small number of serious visitors to your website to see the perfect content to them, this will ultimately improve conversions. For our client, we built a personalisation feature into their very own unique CMS that would show users content based on their previous browsing history and their location. This is an example of machine learning. 


So what have we learnt here? Well, we have learnt that these new technologies aren't as complicated as they seem and they are most definitely attainable. We have learnt that there is already a purpose for these technologies, and finally, that other people are using machine learning so maybe you should consider it too. 


Do you think that you could be delivering your content more intelligently? Contact us here to see if we can help you. 






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