How Businesses can use Artificial Intelligence in Mobile Apps

Robby Gupta

Before we understand how Artificial Intelligence can be beneficial for Businesses, let us consider the very definition of AI, the various ways it has manifested in recent times and how it is creating a major impact in Customer Service. Artificial Intelligence in mobile app world has become the hottest topic this year.

Definition

To put it in simple words, Artificial Intelligence (AI) is a part of Computer Science wherein computers are developed in a way that they will be able to perform intelligent tasks or solve problems which are otherwise done by humans. The term Artificial Intelligence is said to be coined by a Stanford researcher John McCarthy in 1956. We see that AI is currently being developed by many top companies like Watson by IBM, Apple’s Siri, Amazon’s Alexa, Google’s Home, Microsoft’s Cortana and so on. Huge investments are being done by major tech companies and businesses to incorporate Artificial Intelligence into their mobile apps (e.g. Google’s $400 million investment on Deepmind). Gartner’s research says that ‘AI app development will be one of the top ten strategic trends in 2017 and will be embedded into every category of enterprise mobile apps.’

According to Britt Armour, “AI is an umbrella term, encompassing capabilities such as machine learning, natural language processing, machine vision, and knowledge management/context-aware computing.” 

Research in AI field defines machine learning as “computer’s ability to learn and essentially teach itself to evolve as it becomes exposed to new and ever-changing data.” For instance, Facebook’s Newsfeed and Uber cab mobile apps use machine learning to constantly monitor a customer’s activity and notify relevant content.

On the other hand, Natural Language Processing is defined as the way in which a computer “analyses, understands, and derives meaning from human language in a smart and useful way.” The email spam filters and online or mobile language translation applications use natural language processing wherein it keeps taking in data and user feedback and performs better with time.

AI Expert

The machine vision Artificial Intelligence is described as “systems or devices that capture and analyze visual information, and are used to automate tasks that require ‘seeing’.” For example, the way cameras and lenses are used to work on image-based inspections to analyze further. Also, Engie, a French Multinational energy firm uses both drone and AI image processing technology to check on its infrastructure issues. It helps the company to increase its efficiency and profitability whilst avoiding unexpected damages to their assets.

Context-aware computing is defined by Gartner as “a way of processing situational and environmental information about people, places and things to anticipate immediate needs.” The ability of a mobile app to provide content or features to a customer which is relevant to either the customer location or availability of mobile network is the work of context-aware computing.

AI and its impact in general

Many researchers and business experts suggest that Artificial Intelligence (AI) will be a major trend in all kinds of businesses be it retail, healthcare, mobile apps and so on. Companies in such areas and especially entrepreneurs in mobile app start-ups are willing to invest in Artificial Intelligent as this will completely bring about a positive change in providing efficient customer service. This helps businesses retain their customers as well. In the context of AI in mobile apps, businesses are incorporating it in the form of chatbots. The AI app gets its data from within the business and outside and such data is leveraged into a set of decisions or answers which are given to customers instantly.

“A lot of cutting edge AI has filtered into general applications, often without being called AI because once something becomes useful enough and common enough it’s not labeled AI anymore. Many thousands of AI applications are deeply embedded in the infrastructure of every industry.” – Nick Bostrom, Superintelligence professor at Oxford University.

Researchers, industry experts, developers predict that Artificial Intelligence will change the world like no other technology ever has. Machine learning and AI technology will gradually but certainly affect human jobs in the very near future. Marketing technologist Travis Wright says that in five years’ time this might even become a reality. He says that [bctt tweet=”“very soon AI will be part of all aspects of our lives.”” username=”techjini”]

Impact of AI in mobile apps

We see that tech giants like eBay, Amazon, Uber and others are already using AI which have proven to be successful.  Developing Artificial Intelligence in mobile apps enables a business to provide personalized, seamless and relevant customer services. Over a period, the AI in mobile apps collects massive amounts of data from previous customer questions and understands customer behaviour. This builds the customer interaction and helps in increasing the customer retention rate as it connects customers closer to the business.

Research shows that customers either abandon or uninstall 70% of mobile apps within a period of seven days. It is a result of apps not being able to meet customer’s expectations regarding the loading speed, bugs and inability to provide satisfactory overall user experience. Also, more and more people these days rely majorly on mobile apps as opposed to computers or desktops to browse for information, purchase and learn.

Therefore, it clearly indicates that there is a definite need for businesses to invest in mobile app Artificial Intelligence sooner than later.

Mobile apps can use Artificial Intelligence in several ways so that its presence is felt more powerful and it creates spontaneous user experience to its customers. The following are some of the many ways in which this can be accomplished:

1.Reasoning– The AI in mobile apps is built in a way that it weighs risks, benefits and resource costs to create decisions. This reasoning is so powerful and is proved by the fact that AI machines have beaten humans in chess and Jeopardy. These are all done through AI algorithms and not by humans.

Consider the AI in Uber app, it advises the driver with the route that will take the customer to their destination faster. This route is the result of the AI processing which takes data from previous customers and drivers who have taken various routes to the same destination.

2.Predictions– One can say by experience of using mobile apps that there are constant notifications about products, discounts and offers from time to time to engage the customer. These are the result of predictive AI algorithms which use a customer’s previous purchase history and browse history and predict what a customer will wish to buy. The major reason to create predictive AI is that it will increase the revenue of the business.

Pattern detecting AI algorithms are also developed for certain mobile apps like credit or debit cards. The mobile app will understand the patterns in the card usage and learns the customer’s behavior pattern through previous bank statements and purchases. It will detect when an unusual payment is made and notifies the customer.

3.Content– As mentioned earlier, a majority of the mobile apps lose on retaining customers because of lack of exciting, fresh and relevant content to engage the customers. One way of providing right content is to send in recommendations to the customer. The AI algorithms collect data from customer’s behavior patterns through their search history or purchase history and make reasonable recommendations related to it. For example, a sports facility mobile app can use AI to understand the kind of lessons a customer is purchasing and make recommendations when a new lesson related to it comes up.

4.Personalization capability– The mobile world is a perfect platform for AI apps as it has access to the customer’s location, behavior patterns, and purchase history. The AI algorithms utilize this information to give a more personalized and intuitive customer service. These AI capabilities can be built into mobile apps of all kinds thus making the user experience a more valuable one. Most of the businesses which are forward-thinking are now capitalizing on AI as it is proved to connect customers much closer to the brand.

Why should businesses adopt AI technology in their mobile apps?

This new trend of machine learning and AI progress has caused a radical change in the way businesses, developers and customers expect intelligent interactions in mobile applications.  There is a need for all kind of businesses to be competitive and target the top spot by using Artificial Intelligence.

With the ever changing and evolving needs of customers, AI will only help in a better analysis of user’s trends, productivity and serve them effectively. Companies or businesses who do not wish to consider AI for customer service will certainly be left behind in the market. Businesses which are quick to adopt AI technology are those with the ability to see its tangible results.

Whether your company is already using machine learning or if you wish to consider AI for your mobile applications please contact us and witness the sheer power of how it can benefit your business.

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about the author

Robby Gupta

Robby Gupta is the head of US operations for TechJini, Inc. He has had varied experiences working in New York, Cupertino, and Bangalore with packaged & amp; custom web and mobile app development for an assortment of industries. His current focus is Immersive Technologies, IoT, AI bots and their applications in the digital enterprise.

  1. Andrea Maria

    November 28, 2017

    Thank you for valuable content. Artificial intelligence has many advantages in business like it will be easy to analyse user’s trend and intelligence app can find out what users prefer based on their needs.