I recently came across this special report on AI in Business, entitled "GrAIt Expectations", in an old issue of The Economist. Overall I found the special report thoughtful and well documented, with lots of interesting examples. Some are better known than others, for instance it is no surprise that big companies such as Johnson & Johnson and Accenture are now using Artificial Intelligence (AI) to sort through job applications and pick the best candidates, but AI can also be used in more cutting-edge and perhaps disturbing ways: the Chinese insurance company Ping An thinks it can spot dishonesty by having prospective borrowers answer questions by video.
I am not sure if I agree with the definition of AI: "AI and machine learning (terms that are often used interchangeably) involve computers crunching vast quantities of data to find patterns and make predictions without being explicitly programmed to do so." I tend to think that artificial intelligence is the ability of computers to make decisions, rather than predictions, without being explicitly programmed to do so. Or we can adopt the definition in the Oxford Dictionary, which defines Artificial Intelligence as "the theory and development of computer systems able to perform tasks normally requiring human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages." According to a report by MIT's Sloan Management Review and the Boston Consulting Group, "around 85% of companies think AI will offer a competitive advantage, but only one in 20 is "extensively" employing it today."
This got me interested in reading the MIT/BCG report itself. In fact there are three reports, since this is a yearly effort that started in 2017. The authors give the example of Airbus, which uses AI to match about 70% of the production disruptions to solutions used previously, shortening the amount of time it takes to deal with disruptions by more than a third. Because the report is already about 2 1/2 years old, we are nearing the time where we can check the validity of predictions such as "within the technology, media and telecommunications industry, 72% of respondents expect large effect from AI in five years." They split their survey's respondents into 4 groups: pioneers (19%), investigators (32%) [referring to organizations that are deploying AI at the pilot stage only], experimenters (13%) [organizations that are piloting or adopting AI without deep understanding, which frankly sounds like a bad thing] and passives (36%) [organizations with no adoption or much understanding of AI]. The 2017 report particularly emphasized the need for good data in order to create good AI models. Apparently a lot of companies didn't have the historical data required. Some applications such as drug development need negative as well as positive data (what didn't work as well as what did work), while only the positive data tends to get published. The report's authors make an interesting point about the make-or-buy problem applied to AI capabilities. They say that the leaders in using AI for business develop their own in-house AI capabilities, while the followers tend to work with independent AI vendors. But it is going to be important for organizations to have their own AI in-house capabilities.
The MIT-BCG report lists several managerial challenges: (1) developing an intuitive understanding of AI, (2) organizing for AI (especially having the organizational flexibility that enables collaboration between humans and machines on project teams, taking into account whether AI resources should be managed centrally or locally or in a hybrid model) and (3) re-thinking the competitive landscape. Among the authors' recommendations (ensure customer trust, perform an AI health check, brace for uncertainty, adopt scenario-based planning, add a workforce focus), I found the scenario-planning one the most intriguing. "Companies need to think even more expansively about their businesses, build cohesive future scenarios, and test the resilience of their directional plans against such scenarios."
In a 2018 update, the MIT-BCG authors identify four major patterns in their survey and interview data:
- Pioneers are deepening their commitments to AI ("fully 88% of Pioneers invested more in AI than in the previous year")
- Pioneers are eager to scale AI throughout their enterprise ("85% [of Pioneers] agree that they have an urgent need for an AI strategy and 90% say that have a strategy in place already.")
- Pioneers prioritize revenue-generating applications over cost-saving ones because "a much higher penalty is incurred by missing an opportunity in the external market" rather than internally. Examples include "complex pricing applications, churn analysis in the customer portfolio, new delivery forms that significantly speed up [the company's] ability to meet customer demand" as well as "wholly different business model[s]."
- AI is creating both hope and fear among workers due to the possibility of workforce reduction.
Many respondents also expect change to their business model. Also, it is important not only to get more data science resources but also train more businesspeople in the potential of AI to think about potential use cases.
The 2019 update started on a less upbeat note: "Many AI initiatives fail. Seven out of 10 companies surveyed report minimal or no impact from AI so far." The authors argues that "companies that capture value from their AI activities exhibit a distinct set of organizational behaviors. They integrate their AI strategies with their overall business strategy, take on large, often risky AI efforts that prioritize revenue growth over cost reduction, align the production of AI with the consumption of AI, through thoughtful alignment of business owners, process owners and AI expertise to ensure that they adopt AI solutions effectively and pervasively, unify their AI initiatives with their larger business transformation efforts, invest in AI talent, data and process change in addition to (and often more so than) AI technology. They recognize that AI is not all about technology." As an example, Aetna already uses AI to "design provider networks, prevent fraud and discover overpayments - traditional applications of analytics within the insurance industry" but "is now pursuing strategic initiatives to create more customer value with AI. In one Medicare-related offering, product designers used an AI-based method to customize benefit design." Interestingly enough, the percentage of Pioneers + Investigators remains at 50% of respondents, with 20% of Pioneers. Risk from AI is particularly strong in highly regulated industries like banking, which are being disrupted by new entrants such as Apple Card and Amazon Cash. "Out of three major possible applications of AI - cost reduction, revenue generation and new product development - most of the Pioneers are applying AI in at least two ways." The report's authors also emphasize the need to focus on the consumption of AI, not just its production. This means "developing a fertile environment in which producers can develop, champion, and implement AI solutions in strong collaboration with the business" and "developing sufficient expertise among business users so they can properly use the probabilistic nature of many AI solutions." Basically, it is about cultivating nontechnical leaders and business users.
AI is "not just a corporate race but an international one," especially between the United States and China. The MIT-BCG authors even started to conduct a separate survey with Chinese executives in 2018. "Chinese AI Pioneers are investing more aggressively and report a greater focus on business model transformation."
The MIT-BCG authors argue, based on their written questionnaire and interviews, that the key benefit of AI is not cost cutting but revenue generating, in particular in areas such as new product design. This actually seems to contradict The Economist, which claims that "in private, many bosses are more interested in the potential cost and labour savings than in the broader opportunities AI might bring." A consultant insists: "If you just cut costs and don't increase value for customers, you're going to be out of the game." Both The Economist and the MIT-BCG teams agree that AI pioneers may develop an unsurmountable competitive advantage, leading to corporate concentration and monopoly power.
The best known application of AI is for operations, specifically early maintenance. "Companies can combine data on past performance with those generated by smart sensors on machinery (part of the much-hyped "internet of things") to predict when a jet engine or a wind turbine is likely to fail," says The Economist. Other improvements will occur in demand forecasting and inventory management, leading to decreases in overstocking cost (estimated at $470bn worldwide) and understocking cost ($630bn). Packages are routed more efficiently - and INFORMS long-time member Jack Levis is even cited in the article, saying that "for every mile that [UPS] drivers in America are able to reduce their daily route, the firm saves around $50m a year." There are also enormous opportunities in customer service, where text mining (for emails) and voice analysis (for phone calls) can triage the most urgent service requests from the others.
In human resources, a novel application will be to identify potential candidates for new positions from the pool of past applicants, and re-direct candidates who are not a good fit for the position they applied to toward positions that better match their skill set. But companies need to monitor their algorithms regularly to make sure they are free of bias, in particular for groups that are under-represented in the training set. The workplace of the future, though, may be much "creepier" than what we are used now due to employee monitoring. The example of startup Humanyze was particularly telling. Employees wear an "ID badge the size of a credit card and the depth of a book of matches. It contains a microphone that picks up whether they are talking to one another; Bluetooth and infrared sensors to monitor where they are; and an accelerometer to record when they move." This is supposed to provide a "full picture of how they spend their time at work."
The potential corporate market for AI software, hardware and services is estimated at around $58bn by next year. Cloud providers such as Amazon and Microsoft have a clear advantage, while consultancies have been strengthening their capabilities. For instance McKinsey bought QuantumBlack in 2015. It remains to be seen whether AI wizards go to work for conventional consultants. The Economist argues that even IBM "finds it hard to get hold of the best talent. None of the top doctoral candidates in AI goes to work for IBM."
Personalized recommendations and faster deliveries sound like good things, and creating jobs that only exist because of AI or developing new drugs thanks to the power of machine learning is very exciting. But according to the McKinsey Global Institute, 14% of the global workforce could have their jobs automated away. This will require workers' retraining, which companies are reluctant to pay for. The second issue is of course data privacy. A third concern is a winner-take-all situation where the companies that win the AI race put their competitors out of business, increasing concentration in the tech sector and beyond.