Characteristics and Significance of Artificial Intelligence

This article discusses the characteristics and significance of artificial intelligence (AI) globally. It explores how AI eliminates dull tasks, focuses on problem-solving, and operates at high speed. The article also highlights the opportunities and challenges posed by AI, such as effective marketing, tracking competitors, and facilitating big data. Additionally, it addresses strategies to address trust, fairness, bias, and socio-economic impact. The case study of EuroTransport Ltd. is used to illustrate the application of AI in business information systems.

Artificial Intelligence

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Characteristics and Significance globally of Artificial Intelligence............................................3
Task 2...............................................................................................................................................4
Opportunities and Challenges posed by artificial intelligence....................................................4
Task 3...............................................................................................................................................7
Overview......................................................................................................................................7
Strategies to address trust and responsibility...............................................................................7
Strategies to address fairness, bias and inclusion........................................................................8
Strategies to address socio-economic and environment impact..................................................9
Business strategy and its application.........................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Artificial intelligence (AI) refers to stimulation of intelligence like humans into machines
in order to program them in such way that they can think and act like humans. Artificial
intelligence technology is increasingly being used in every type of business because of various
benefits which are associated with it. This is reason that EuroTransport Ltd. is also employing AI
in its business. For transportation business AI will really prove itself beneficial. This briefing
report will discuss and highlight some of the key issues regarding AI in organization. This will
discuss characteristics and significance of AI at global level. Opportunities and challenges
possessed by Artificial Intelligence because this is a new technology and comes with several
challenges when is implemented in organization. Various opportunities are also available with
AI which is the reason that it is employed in EuroTransport Ltd. later plan and strategies have
been discussed in the report regarding requirement of AI in Business Information System.
Task 1
Characteristics and Significance globally of Artificial Intelligence
Characteristics of Artificial Intelligence
AI has emerged as revolution in technology and this is why it is being applied in every
type of business organization and industry. Its characteristics are;
Eliminate dull tasks
Artificial intelligence helps in eliminate tasks which are necessary but not important and
valuable. Artificial inteligence helps in eliminating all such tasks and because of this human can
focus on important and productive tasks (Bakhshayesh and et.al., 2018). AI and machine leaning
are beginning to addresing such task through human computer inteaction technology. In
organisation they automate processes which are required to be performed by humans. This aslo a
can contribute in identifying and understanding needs of customer this is important but earlier
this was a dificult task to be consucted and completed.
Focus on diffusing problem

Most of the operations in present business environment are completed with help of data
and this has dificulty for businesses that they have to deal with lots of data. Regarding this data
its availability has made it difficult to synthesize by humans and this is why AI can do this for
businesses. AI and machine learning made this easy and this also became suitable task for AI and
machine learning. They can analyse and synthesize as much data as they are availed with and
this is one of the important characteristic of AI that they can manage and synthesize data
regardless of quantity.
It is not well-organized and well formatted
This is another characteristics of AI that it is not well organized and as well as it is not
well formatted and this can be changed and improved frequently. AI can complete any type of
task which is based on data. This is not dependant on whether questions being asked are
formatted in the system or they are organized in earlier. Regarding AI one can ask anything to do
it and AI can do that even if it is not already installed in the system.
Speed of AI
This is another characteristic of AI that tasks which are supposed to be completed by AI
can be completed in speed which is impossible for human to complete on that speed (Dong,
2018). The tasks which are completed by AI are completed in speed regardless of the data they
required to analyze or complexity in completion of the task. Everything which AI does it does in
speed and also with accuracy based on the data available.
Task 2
Opportunities and Challenges posed by artificial intelligence
AI has equipped organisation with various opportunities EuroTransport Ltd. can utilize
these opportunities. The opportunities which are available to the organizations are in form of
speed completion of task, accuracy and reduced cost of completing task. But as AI has equipped
EuroTransport Ltd. with various opportunities there are several challenges has appeared with AI
technology for businesses. The challenges are in form of preparing organization to adapt AI and
changing systems accordingly.

Opportunities
Artificial Intelligence in marketing
Marketing has become one of the important activity and function of the business on
which success of the business depends significantly (Kaplan and Haenlein, 2020). Artificial
Intelligence contributes in effective marketing by analysing target market and needs of the
customers of a business. Analysing consumer behaviour on various digital platforms with the
help of AI, this improve effectiveness, and efficiency of marketing plan of EuroTransport Ltd.
This also automates monitoring overall marketing and promotional activities and track marketing
campaign. This helps in developing marketing campaigns which is more related to target
audience of EuroTransport Ltd.
Tracking competitors and their activity
Competitors and competition is crucial for every business and this is why it is important
that EuroTransport Ltd. keeps track of its competitors. In doing so AI can help EuroTransport
Ltd. which is otherwise difficult for business and its owners. There are several tools which can
help tracking competitors and their activities. AI does this by tracking their website, social media
and applications. This AI tools also provide EuroTransport Ltd. as more crucial look into
changes in marketing and plan of competitor and PR activities.
Facilitate Big Data
In present business environment and marketing environment big data has become one of
the key word which is being used by businesses. There are several benefits of big data but this
comes with challenge as well in form identifying and understanding the big data. AI can
facilitate collecting large amount of online and offline so that business can make more informed
and data driven decisions (Lu and Burton, 2017). Regarding this opportunity that AI provides to
EuroTransport Ltd. considerable element is that AI tools can be fitted in every data producing
workflow and provide critical insights that are quite applicable and actionable.
AI integrated customer support solution

Small businesses can take advantage of AI supported chat system. This will scale their
customer service efforts and this will also free up resources which are required for more critical
customer interactions. Through this business can provide automated solutions to the common
problems which people face related to the service of EuroTransport Ltd.
Challenges
Creating Trust
This is a challenge when it comes to AI that business cannot easily create trust among its
people. This is very common challenge yet difficult to deal with (Maity, 2019). This becomes
more difficult when people do not understand AI and how it works though they are able to
execute their task and work with help of AI. AI is a technical term, people are also required to
train regarding use of AI, and predefined notions create challenge for businesses regarding AI
and its use in business.
Data privacy and security
AI requires data for completing most of the task and in such case one big challenge that is
experienced by businesses is regarding AI and data is about security and privacy of the data. One
of the element is that these tools and techniques learn from the available data and in order to
improve and become more efficient. Because of this continuous and systematic learning, there is
a possibility that these systems become prone to data breach and identify theft. In this context
according to it is important that there are regulations which businesses are required to follow
regarding protection of data. This may create a challenge and difficulty for EuroTransport Ltd.
Changes in Organization
This element regarding AI is most challenging because this brings changes in all the
systems of organization if implemented at the big level. Specifically in relation with information
technology as this will affect all the people and systems in EuroTransport Ltd (Bhhatarai and
et.al., 2019). this will affect system of information technology and this will require people at
EuroTransport Ltd. to learn and get used to new system which involves AI. Information is part of
every organizational activity and this is why information technology and AI in this will require

that all people are aware about its use in correct form and how their work will get affected from
this is and this is a challenge that EuroTransport Ltd. may have to face.
Task 3
Overview
EuroTransport Ltd. which is a transport company involved in transporting goods from
business to their customers in UK and in international market as well. Regarding Business
information system of EuroTransport Ltd. company has a system in which for business
information company has management information system and this system has been combined
with supply management information system (Schneider and Leyer, 2019). The reason behind
coordination of both these information system is that company can have strategic and systematic
coordination of business tactics and business functions. This is also important as EuroTransport
Ltd. is a transport company and this will improve its decision making and execution of business
operations. This is because this involves planning, execution, controlling and tracking supply
chain in order to create net value and effective execution and timely completion of supply
operations.
Strategies to address trust and responsibility
AI in the information system of EuroTransport Ltd. can be applied in various forms. This
will be very effective and efficient for business operations because this will ensure that
operations are timely completed and everyone has the information they require in order to
complete their task in the company. AI in information technology will be merged in such way
that information system of EuroTransport Ltd. will be automated. When system becomes
automated there are more requirement of trust and responsibility. Automated system will involve
that business those who are customers of EuroTransport Ltd. regarding their travel solutions will
be able to know the availability of vehicles of the company for their product transformation.
From this they will be able to book directly and this information will directly go to executive
managing transportation so that they can execute other related formalities and this information
will processed to executive responsible for transportation (Alsheibani, Cheung and Messom,
2018). This all process through AI is automated hence increase responsibilities of all people

involved in the process. Transport coordinator will have to communicate confirmation to the
client. Strategies which are involved in this regarding trust will involve-
Ensuring data protection
While client use automated and AI based services of EuroTransport Ltd. it is
responsibility that they are ensured about security of their data. For this they EuroTransport Ltd.
can develop format through which information remains safe with AI and information system of
EuroTransport Ltd (Li and et.al., 2017). information which is most important is only collected so
that customers do not fear about breach of their data. This strategy involves both creating and
safeguarding trust and responsibility of EuroTransport Ltd.
Enhanced transparency
Customer is required to know everything concerned with their supply. This is why
information system and AI which is being used while transformation in vehicles will be shared
with customers in order to improve transparency and they will be able to track their order and
supply. To ensure feasibility of the customer is responsibility of the EuroTransport Ltd. and
through this they will be able to trust services of EuroTransport Ltd.
Uniqueness in sharing information
This is also important to consider that while information regarding tracking of the supply
and order is shared with customer this remain personal and limited to customer only (Rossi,
2018). In order to ensure that customer will require having a unique code which will be
generated by the automated AI to ensure that customer can only access the information of the
order and supply.
Strategies to address fairness, bias and inclusion
The growing use of artificial intelligence in sensitive area which including for criminal
justice, transportation that are stirred a debate about the bias as well as fairness. In EuroTransport
limited, human making in these and other management information system that can shape by
individual and social biases. Initially, When identifying the requirement of artificial intelligence
but it is important to reduce the human biases which only possible to adapt the equal treatment
strategy (Allen, 2019). In order to provide the better opportunity where staff member individual

improve system themselves at workplace. The strategic value always used to prevent them from
perpetuating human as well as societal biases. Afterwards, it will be creating bias and related the
challenge of their own (Jiang and Wang, 2019).
An artificial intelligence itself cannot identify the bias which has been sufficiently
minimised. Sometimes, it can be developed to support human values such as fairness as well as
justice. People identify if AI meet both ethical standards (Jiang and Wang, 2019).
As per chosen management information system that always supports for collecting large
amount of data or information. AI is already being used to make life changing decision and
consider as crucial to reduce bias and increases fairness. EuroTransport Company have
proceeded with development of model and use AI application before establishing the wide value
as well as ethical standards (Cabezas and Verdegay, 2019). A lack of diversity in employee has
increased the several problem so as consider AIT solution such as inability to recognise facial
expression. In order to prevent the diversity and inclusion strategy of problem in the workplace.
A major part of difficulty is that when ensure AI makes unbiased decision which lies in
the fairness. Many people think that fairness can be achieved through machine learning with any
blindness (Jiang and Wang, 2019). It means that remove protecting attributes from large data sets
in term of race and gender. In another case, it may be unfair as well as ineffective to remove their
protected attributes.
Strategies to address socio-economic and environment impact
In recently, it may place us at threshold of unique turning point in human lifestyle. It is
likely to entrust management of environment and socio-economic (Cabezas and Verdegay,
2019). In another way, social consequence involve those effect which technology will indirectly
and directly impact on life from individual perspective, community and society at large. The
integration of Artificial intelligence is now transforming the daily life inevitably (Schneider and
Leyer, 2019). With advancement of technology society will face challenge in directing as well as
investing in technologies. The excitement about Artificial intelligence and their future impact on
economy and overall system.
Afterwards, it has identified that automation of process always dominating artificial
intelligence. In order to replace the huge consequence that AI will have. There are lot of business

want to cut off human workforce in EuroTransport corporation. In this way, it will go down
revenue hence, AI driven enterprise will make money (Tang and Veelenturf, 2019). Many people
argue with concept that automation won’t increase the unemployment and will completely
change lifestyle of people. Moreover, Social inequality which amplifying the gap between high
and low earning. In this way, it bring the imitative for society as well as government to adapt
strategic policies that ensure equal distribution of wealth among people (Wheatley and Hervieux,
2019). As identified the unpredictable behavior of people where it will increase the bias
environment when it comes from dataset of leaning model.
On the other hand, Environmental problem typically involve complex process where many
scientists do not understand the problem or issue. With advancement of machine learning
predictive the power of AI which make better data driven (Wheatley and Hervieux, 2019). In
order to improve the ability in both current as well as future trends. For Example- Wild track use
the vision solution which provide the identification technology to monitor species. It is to be
consider as better tool for analyzing image of foot prints.
AI technique offer the benefits, advantage in environment work because they have an
ability to process large amount of data and draw conclusion from large data sets (Wheatley and
Hervieux, 2019).
Business strategy and its application
A business strategy is defined as key performance indicators that help for measuring result
or outcome. A strategy for AI is not enough which require for creating the strategy, exploiting
strategic opportunities (Cabezas and Verdegay, 2019). EuroTransport Company will achieve the
real time success because it emphasises the complementary as well as interdependent strategies.
it capable for handling overall business operation and function in proper manner.
The strategic move by EuroTransport corporation that have been in response to find out the
AI events or result. The business strategy is mainly emerged with the AI technology to
demonstrate in conceptual model (Schneider and Leyer, 2019). AI application is supporting the
digitalization of Transport Company where it mainly focused on the supply chain management.
AI application automatically measure shelf performance, track items and improve overall
business activities. Similarly, Artificial intelligence offer the potential real time investment

which supports for EuroTransport Corporation (Jiang and Wang, 2019). In order to predict the
future logistics performance and efficiency.
Afterwards, it conceiving AI dynamics along with various matrix which likely to shift
towards business strategy such as product and service function, time management strategy and
structure change strategy (Cabezas and Verdegay, 2019). The fast evolution of AI that will lead
to different view of time and measurement of this within strategic framework. The
EuroTransport corporation will change the overall structure of enterprise and assume the
structural parameters. AI will increase the strategic value for increasing overall business
productivity as well as profitability in marketplace.
AI is likely to cover both strategic as well as functional dimension of enterprise. As
determined the product development, supply chain, customer behaviour that will closely related
to the AI result or outcome (Cabezas and Verdegay, 2019).
CONCLUSION
From the above discussion it can be concluded that artificial intelligence which is
increasingly being implemented by all the business organization has several benefits. These
benefits of the AI and automated process through this comes with its own challenges and
companies who are able to deal with these challenges in most effective way can get the most
benefits of AI and its opportunities. This study discussed about several aspects of AI and how it
affects business and its operations. In this report EuroTransport Ltd. and AI addressed by this
was also discussed and there are several things which EuroTransport Ltd. has to consider before
applying and implementing AI in its information technology. This issues are trust and
responsibilities fairness, bias and inclusion and its impact on environment and social economics.

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