1 Introduction to Information Technology Turban Rainer and
1 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business CHAPTER 11 INTELLIGENT SYSTEMS IN BUSINESS Oleh : Kundang K Juman
2 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Learning Objectives Describe artificial intelligence and compare it to conventional computing Identify the characteristics, structure, benefits, and limitations of expert systems Describe the major characteristics of natural language processing and voice technologies Describe neural computing and its capabilities Define intelligent agents and their role in IT Describe virtual reality
3 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Chapter Overview Artificial Intelligence and Intelligent Systems • Artificial Intelligence and Intelligent Behavior • Comparing Artificial and Natural • Conventional versus Al Computing • Commercial Artificial Intelligence Systems Intelligent Agents • Characteristics of Intelligent Agents • Applications of Intelligent Agents Other Intelligence Systems Expert Systems • Concepts of Expert Systems • Natural Language • Benefits and Limitations of Processing and Expert Systems Voice Technology • Processes and Components • Neural Computing of Expert Systems Card-Based • Illustrative Applications Reasoning • Expert Systems and the • Fuzzy Logic Internet/intranets Virtual Reality: An Emerging Technology Ethical and Global Issues of Intelligent Systems • What is Virtual Reality? • Applications of Virtual Reality? • Ethical and Social Issues • Legal Issues • Global Aspects of Intelligent Systems
4 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Case: Analog Devices Uses Intelligent Systems to Support Sales The Problem îfaced a problem of matching products to customers efficiently in the very competitive ICs industry The Solution îusing an intelligent technology call case-based reasoning to improve the customer-company communication The Results îquality of the service makes the difference in this competitive market
5 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Case (continued…) What have we learned from this case? ? îhow an intelligent system solved a difficult business problem by improving the communication and collaboration between the company and its customers îthe intelligent system solution was integrated with other information technologies (CD-ROM, Internet, extranet, search engine) as well as with a DSS
6 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Intelligent Systems and Artificial Intelligence (AI) îthe branch of computer science that deals with ways of representing knowledge, using symbols rather than numbers, and heuristics, or rules of thumb, rather than algorithms for processing information îinvolves studying the thought processes of humans îdeals with representing those processes via machines îobjectives: êto make machines smarter êto understand what intelligence is êto make machines more useful
7 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Comparing Artificial and Natural Intelligence AI’s commercial advantages over natural intelligence • more permanent • less expensive • consistent and thorough • can be documented • ease of duplication and dissemination Natural intelligence’s advantages over AI • creative • enables people to benefit form and directly use sensory experience • enables people to recognize relationships • enables people to make use of a wide context of experiences
8 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Conventional vs. AI Computing Dimension Processing Nature of input Search approach Explanation Focus Maintenance and update Reasoning capability Artificial Intelligence Include symbolic conceptualization Can be incomplete Conventional Programming Primarily algorithmic Frequently uses rules and heuristics Provided Knowledge Relatively easy changes can be made in selfcontained modules Yes Frequently based on algorithms Usually not provided Data, Information Usually difficult Must be complete No
9 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Commercial AI Systems Expert systems (ESs) Natural language technology Speech (voice) understanding Robotics and sensory systems Computer vision and scene recognition Intelligent computer-aided instruction (ICAI) Machine learning Handwriting recognizers
10 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Expert Systems Expertise is transferred from an expert to a computer and it is stored there Users can call on the computer for specific advice as needed The computer program advises the nonexperts and explains, if necessary, the logic behind the advice The computer can make inferences and arrive at a conclusion
11 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Benefits of Expert Systems P Increased output and productivity P Increased quality and reliability P Capture of scarce expertise P Ability to operate in hazardous environment P Improved customer service P Human-like intelligence P Fault tolerance P Complex problem solving and decision making P Training capabilities P Reduction of cycle time and downtime
12 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Limitations of Expert Systems O Limited expertise O No single correct solution O Natural cognitive limits O Narrowly defined subject areas O Occasional incorrect recommendations O Limited vocabulary or jargon O Cost O Lack of trust by end users O Biases O Liability issues
13 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business The Process of ES Consultation Environment User Facts about the specific incident User interface Development Environment Knowledge bases Facts: What is know about the domain area Rules: Logical reference Knowledge engineer Explanation facility Recommended action Knowledge acquisition Inference engine draws conclusions Blackboard (workplace) Expert and documented knowledge Knowledge refinement
14 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business The Components of ES The knowledge base contains knowledge necessary for understanding, formulating, and solving problems The Blackboard is an area of working memory set aside for the description of a current problem The inference engine is essentially a computer program that provides a methodology for reasoning and formulating conclusions The user interface in ES allows for user-computer dialog usually presented as questions and answers, and sometime supplemented by graphics The explanation subsystem can trace responsibility for conclusions to their source
15 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business ESs and the Internet/Intranet Expert Systems provide knowledge and advice to large numbers of user Support Net provide the opportunity to disseminate expertise and knowledge to mass audiences
16 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Other Intelligent Systems Natural Language Processing (NLP) îCommunicating with a computer in English or whatever language you may speak, instead of commands Voice Technology îVoice (speech) recognition and understanding êallows users to communicate with a computer by speaking to it îVoice synthesis êthe technology by which computer ‘speak’
17 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Other Intelligent Systems (continued …) Neural Computing or Artificial Neural Network (ANN) îemulates a biological neural network îreceives information from other neurons or from external sources, transform the information, and pass it on to other neurons or as external outputs îvalue : useful for pattern recognition, learning, and the interpretation of incomplete inputs
18 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Other Intelligent Systems (continued …) Case-Based Reasoning (CBR) îbasic idea: adapt solutions that were used to solve old problems and use them to solve new problems îan extremely effective approach in complex cases îused by itself or it can be combined with other reasoning paradigms îused to facilitate and expedite knowledge acquisition and information system development, enhance learning and training, and generate explanations to users of systems
19 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Other Intelligent Systems (continued …) Fuzzy Logic îdeals with uncertainties by simulating the process of human reasoning, allowing the computer to behave less precisely and logically than conventional computers do îrationale : not always a matter of true or false or black and white îcreative decision-making processes are often unstructured, playful, contentious, and rambling
20 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Intelligent Agents (IA) Characteristics of Intelligent Agents îcapability to work on their own (autonomy) îexhibition of goal-oriented behavior îtransportable over networks (mobility) îdedication to a single repetitive task îability to interact with humans, systems, and other agents îinclusion of knowledge base îability to learn
21 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Applications of IA Application User interface agents Operating systems agents Spreadsheet agents Workflow and task management agents Software development agents Description Monitor usage and suggest improvement. Add accounts, do group management, manage access, add/remove programs and devices, monitor licenses. Offer suggestions for improvements. Can tutor novice users. Administer workflow management monitor activities, alert, and remind. Assist in routine activities such as data filtering.
22 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Virtual Reality (VR) : Emerging Technology What Is Virtual Reality (VR)? îmost common definitions : interactive, computergenerated, three-dimensional graphics, delivered to the user through a head-mounted display îtechnical definitions : environment and/or technology that provides artificially generated sensory cues sufficient to engender in the user some willing suspension of disbelief
23 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Applications of VR Application Manufacturing Transportation Finance Architecture Military Medicine Marketing Description • Worker training • Design, testing, and virtual prototyping of products and processes • Engineering and ergonomic analysis • Simulation of assemble, production, and maintenance • Virtual aircraft mock-ups • New-car design and testing of cars in virtual accidents • View stock prices and characteristics • Display of building and other structures • Training and battlefield simulation • Training of surgeons and planning surgeries • Planning physical therapy • Store and product display • Electronic shopping
24 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Ethical and Global Issues Ethical and Society Issues Related to Intelligent Systems îThe Laws of Robotics îHal and Dave êcomputer may refuse human orders îVirtual Reality êpeoples’ behavior in a world where the distinction between the real and the virtual is unclear îPrivacy
25 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Ethical and Global Issues (continued …) Legal and ethical Issues îwhat is the value of an expert opinion when the expertise is encoded in a computer? îwho owns the knowledge in a knowledge base? îshould royalties be paid to experts who provide the knowledge to ES, and if so how much? îcan management force experts to contribute their expertise? îwho is an expert? what if several experts disagree?
26 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business Ethical and Global Issues (continued …) Global Aspects of Intelligent Systems îForeign trade êAdvising companies on how to exploit opportunities related to the NAFTA agreement îForeign exchange transactions êFS System advises on trading currencies of various nations îEmployee training êIntelligent systems cut the time to train employees online before they go to a foreign country îWeather forecasting êClimatic expert systems provide long-range climate forecasts îAutomatic language translations êIntelligent systems translate languages, including voice in telephone conversations
27 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business What’s in IT for Me? For Accounting îIntelligent systems are used extensively in auditing to uncover irregularities, uncover and prevent fraud For Finance îIntelligent systems can facilitate the use of spreadsheets and other computerized systems used in finance; and can help in reducing fraud in credit cards, stocks, and other financial markets
28 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business What’s in IT for Me? (continued …) For Marketing îIntelligent systems are partially useful in mining customer databases and predicting customer behavior For Production/Operations Management îExpert systems were developed for tasks ranging
29 Introduction to Information Technology Turban, Rainer and Potter Chapter 11 Intelligent Systems in Business What’s in IT for Me? (continued …) For Human Resource Management îIntelligent agents can find resumes of applicants posted on the Web and sort them to match needed skill and can facilitate training and to manage fringe benefits programs îExpert systems are used in evaluating candidates îNeural computing is used to predict employee performance on the job and to pre
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