MIS782 Business Case: Artificial Intelligence for Facebook

This report presents a comprehensive business case analysis focused on the implementation of Artificial Intelligence (AI) to enhance Facebook's operations. It begins with an executive summary highlighting the increasing impact of technology, particularly social media, on daily activities, and identifies Facebook as a prime candidate for AI integration to improve user experience and service accuracy. The analysis explores business opportunities, emphasizing how AI can improve Facebook's marketplace, user data analysis, and data security. It aligns the proposed AI features with Facebook's mission and vision, highlighting measurable organizational value through improved user experience and enhanced security. The report then identifies and analyzes alternative solutions, recommending the best implementation plan for integrating AI, including features like chatbots, improved marketplace reliability, and biometric security, to enhance Facebook's overall capabilities and competitiveness. The study emphasizes the importance of data analysis, user feedback, and security measures, concluding with a detailed implementation plan for future benefits.

Running head: BUSINESS CASE ANALYSIS ON ARTIFICIAL INTELLIGENCE
BUSINESS CASE ANALYSIS ON ARTIFICIAL INTELLIGENCE
Name of the Student
Name of the university
Author Note:

1BUSINESS CASE ANALYSIS ON ARTIFICIAL INTELLIGENCE
Executive Summary:
Now a day’s technology has over powered our daily activities by enhancing the service
process as well as by improving the accuracy of those services. Considering this aspect it is also
identified that in the process of enhancing our daily activities social media holds a major impact
towards it. Thus, Facebook can be considered as one of the technologies that has influences the
traditional activities. As it is mentioned that Facebook is one of best platform hence, it study has
focus on enhancing the services offered by Facebook by incorporating Artificial Intelligence with
Facebook. In order to elaborate this discussion this paper consist a detail analysis on the
business opportunities where it is identified that AI has effectively improved the business value
of Facebook by improving the services of Facebook along with this it has effectively elaborated
the measurable organizational value as well as the possible best alternatives that has helped to
implement the AI application that influenced the user experience. Followed by this the study has
then analyzed the mentioned alternatives and the recommended the best suit alternative for the
business case. After completion of these discussion it has then concluded by stating best
implementation plan which help to incorporate AI for future benefits.
Business Opportunity:
Followed by this concern it is identified that proper investment of information technology
can help to improve the user experience. Since, it is very prominent that Facebook has a large set
of user data which contains several information about their users including the preference of their
users too. The nominated technology works based on the process of data analysis as, it is
identified that Facebook data is a large set of data thus, by analyzing these data offered features
by Facebook can be enhanced.

2BUSINESS CASE ANALYSIS ON ARTIFICIAL INTELLIGENCE
Making allowance to this concern it is identified that for any types of business platform
or social media platform communication is very essential (Chan, et. al., 2016). Along with this
responding user enquires are also highly essential here the application of AI will work as
Chatbots are one of the best solution offered to the Facebook user by sending automated
messages and notifications by analyzing the stored data. While analyzing the features of
Facebook based on the AI application it is identified that Facebook has already implemented
these features into it. However, by considering the user demand and the business values of
Facebook it is identified that Facebook should utilize the features of AI in order to improve their
capabilities that will surely penetrate large market. As Facebook has already implemented one of
section called “Marketplace”, now they needs to make it more reliable that the user can sell or
purchase product with advance verification process with reliable supplier or customers
(Chatterjee, 2018). Focusing on this concern it is identified that since, AI offers an effective
capabilities to analyze the large set of data thus, it will be very easier of Facebook to make their
“Marketplace” section more reliable and effective.
As it is discussed earlier that the data server of Facebook consists of the huge volume of
data it is identified that industries or the organizations based on online information attracts
several threats related to the data security. In this area Facebook needs innovation. After
analyzing these aspects it is identified that incorporation of effective data analysis as well as the
data protection strategies will help Facebook to protect their data (Beckett, 2017). From the
investigation it is identified that the occurrence of data security threats may significantly impact
the privacy of the user. Thus, along with strengthen the “marketplace” section by improving data
analysis it is also essential to add the biometric protection strategy to protect the user
information.

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Business & IT alignment and Measurable organizational value (MOV):
While analyzing this concern it is identified that Facebook is one of the largest social
media platform. Facebook has achieved this position due to the mission and the vision of
Facebook whose primary aim was to impact the communication and the social relation of
between people. With respect to this aspect it is identified that the mission statement of Facebook
is allow the users to share and communicate with the people across the world. Analyzing the
mission and the vision of Facebook it is identified that it has primarily focused to empowering
users, create community as well as enhance communication (Goldman, 2019). Along with this
the vision statement of Facebook has mentioned that the user of the Facebook will be able to
connect with family and friends across the world. Followed by these corporate mission and
vision statement it is identified that Facebook must invest on their technologies that will help to
address the mentioned requirements.
While analyzing this concept it is identified that the recommended feature offered by AI
will help Facebook to improve their business value. Making allowance to this aspect it is
identified that the better utilization of Artificial intelligence with the purpose to enhance the
marketplace will help Facebook to improve their business value. According to the business
mission of Facebook it is identified that connecting people and sharing their opinion across the
world, it can be stated that the approached feature will definitely help to achieve that vision
(Weedon, Nuland and Stamos, 2017). While analyzing this concern it is identified that the
adoption of AI and its data analysis techniques in the business infrastructure of Facebook may
help the people to get better experience not only because of the improvement in the market
section but for the enhancement in the information security section.

4BUSINESS CASE ANALYSIS ON ARTIFICIAL INTELLIGENCE
Followed by this concern in the current business features of Facebook it is identified that
the marketplace section present in Facebook is not at all reliable. A thorough investigation has
mentioned that in the operations and the activities of marketplace there is no such reliable source
present on which the user can trust and perform their activities (Gatautis, Vitkauskaite and de
Reuver, 2017). Making allowance to this concern it is also identified that current Facebook
application provides security to the user data but adoption of finger-print security protection will
surely provide more security to the user data.
Hence, it can be stated that adoption of the above mentioned strategies will help
Facebook to move forward with their mission and achieve their business objective.
Identify Alternatives:
At present, the marketplace users of Facebook can get the items that are listed as well as
sold faster by getting help from new features of AI. After uploading a picture of a product and
after providing a description, a price range will be suggested by the Marketplace on the basis of
price of similar products that have sold for recently. This procedure makes all the things very
much easy for determining the reason behind selling an item. It will help the sellers to ensure that
their product has been sold for the best price in the market. The marketplace will eliminate one
more step for the selling procedure through assigning the categories automatically to the
products that will be also determined by the description and picture (Wang, et. al., 2019). There
should be a section for the sellers and buyers for rating the experience of them with one another
and at last they will leave a feedback for suggesting the improvement areas. There will be
another section for the sellers to rate the buyers. The data security is very much important for the
business as well as for the individuals. The plan of Facebook for the AI safety net faces bigger

5BUSINESS CASE ANALYSIS ON ARTIFICIAL INTELLIGENCE
problems such as online harassment, fake news and propaganda, this is needed to understand
what the people is saying.
Analyze the alternatives:
Millions of people use Facebook applications and services, hence the organizations of
every kind create profiles and corporate accounts for reaching the users. Most essential shift
within platform of social media over recent years has users’ ability in engaging within social
media through smart phones. Along with these, there is development of range in using third and
first party applications which allow the users in engaging with choice of platform of social
media. Facebook is being used by the consumers as an essential source for purchase decision as
they trust their experiences and other members (Leibel, et. al., 2019). Facebook Connect is
extension of platform of Facebook which makes this much easier for the users in taking their
account in Facebook over Web. Facebook continues to changes in the design and for adding
applications. For engaging with the target customers, separate pages of Facebook are used
usually by the organizations, individual entities or groups. Platform of Facebook provides place
for sellers and buyers in interacting with each other. Consequently, one could create business
relationships among the potential customers over the platform. Marketplace users of Facebook
browse for buying the feature filters which feed of the products which the users could purchase
from groups or communities they are from. As Facebook refuses in verifying items for sale over
Marketplace, overall process is created on trust. It could work better for the business helping to
trust and make interaction with the customers. Purchasing arrangements could be worked with
ease over marketplace as buyers could message directly the sellers (Wang, et. al., 2019). As the
items are showed in the marketplace in local vicinity, the businesses could use this platform for
building rapport and for making the connections with local community.

6BUSINESS CASE ANALYSIS ON ARTIFICIAL INTELLIGENCE
However, where money is there, it is better to be safe always. As the payments are not
being processes by them, anti-fraud service is not being offered by Facebook. They refuse in
getting involved in any type of disputes of post-transaction. As result, few people raise the
question about the safety. Hence, the users must be beware while using Facebook while buying
through online classifieds. User profiles are used by marketplace as method for security for
validating identities and also provides information of location for seller and buyer in any type of
transaction. Facebook states that this would reduce the frauds along with having gargantuan size.
It is quite tough to hack Facebook and create fake profiles. Even with user transparency’s highest
level being offered by biggest social network, possibility is always there that the online
transactions could go wrong. Marketplace’s rise is quite essential for online classifieds
community.
Facebook could use technique of fingerprint for the privacy of their users. If there is issue
in detection of fingerprint, it would allow device in tapping into fingerprint credentials that is
stored in the phone. Fingerprint could be used for recognizing the real identities of the
individuals for accessing their accounts. The system of fingerprint recognition measures an
individual’s physiological characteristics by his or her fingerprints that are unique part within
human beings and two individuals cannot have similar fingerprint recognitions. Hence, in system
of fingerprint recognition whenever an individual tries to access Facebook account after scanning
finger at system and if this identifies and validates person, then that individual could access the
account of Facebook (Zheng, et. al, 2018). The feature of fingerprint authentication is presented
as security’s extra layer on accounts of Facebook. System of fingerprint recognition is used
mainly for identifying the individual in case of security purposes, thus keeping system
confidential and secure and eliminate forgery.

7BUSINESS CASE ANALYSIS ON ARTIFICIAL INTELLIGENCE
Most essential benefit of system of fingerprint is they cannot never be leaked. Someone
can look quickly at the PIN of an individual, however they cannot do same with fingerprint. As
fingerprint locks are best choice for prying eyes. It could be used for improving security and
privacy of the information of the account of Facebook. Logging in into Facebook account every
time could be annoying sometimes. However, using system of fingerprint is much easier and
quicker option for unlocking the account of Facebook.
It is believed that the fingerprint is uncrackable by anybody. However many hackers
came up with ways for getting around fingerprint sensor. In 2013, fingerprint’s high resolution
photo from glass was taken and used it for making late reproduction of print which could fool
sensor.
Selection of the best alternatives:
System of fingerprint sensor is better than marketing users for Facebook as security and
privacy of personal or sensitive information could be maintained through system of fingerprint
system. Fingerprint sensor lets people to initiate specific actions (Joo and Marakhimov, 2018).
Trusting someone with biometric data, should be done only once individual understand risk’s full
extent as they would not caught off guard if something bad happens.
High level implementation plan:
Followed by the identification of the alternatives and its effectiveness it has been noticed
that it is also very essential to implement these solutions with the best implementation process.
Considering this aspect a high level implementation plan has been selected which will help to
implement the suggested adoption effectively.

8BUSINESS CASE ANALYSIS ON ARTIFICIAL INTELLIGENCE
The implementation plan will be performed under the supervision of the project manager
and the implementation team will consist senior analyst, IT supplier, business analyst as junior
project officer.
The nominated implementation plan is consist of two primary phase on is the Design and
other one is the Implement.
In the Design phase the project manager will perform the service management by
analyzing and designing the service level agreement of Facebook and then decide the
implementation accordingly. Followed by it, in this phase the manager will analyze the financial
investment and its expenses and then proceed with the negotiation contracts for the
implementation.
Followed by this the senior analyst will analyze the organizational design, identify the
problematic areas and then report the design to the implementation team. After the completion of
this process the IT supplier will identify the IT requirements and then provide confirmation for
the required IT technologies.
Later moving forward to the implementation plan the project manager will forward the
approach SLA request to the implementation team. Based on this implementation process the
senior business analyst will analyze the business requirements and then send the approached
design to the implementation team. Later the IT supplier will support the implementation process
by executing the planned implementation process.

9BUSINESS CASE ANALYSIS ON ARTIFICIAL INTELLIGENCE
Timeline:
ID Task
Mode
WBSTask Name Duration Start Finish Predecessors Resource Names
0 0 Implementation
Timeline
249 days Thu
1/30/20
Tue
1/12/21
1 1 23 days Thu 1/30/20 Mon 3/2/20
2 1.1 Project scope statement identification5 days Thu 1/30/20 Wed 2/5/20
3 1.2 Feasibility analysis8 days Thu 2/6/20 Mon 2/17/20 2
4 1.3 Resource identification10 days Tue 2/18/20 Mon 3/2/20 3
5 2 Project planning .'/40 days Tue 3/3/20 Mon 4/27/20
6 2.1 Risk management plan10 days Tue 3/3/20 Mon 3/16/20 4
7 2.2 Cost and im management plan12 days Tue 3/17/20 Wed 4/1/20 6
8 2.3 Stakeholder managemrnt plan10 days Thu 4/2/20 Wed 4/15/207
9 2.4 Team allocation8 days Thu 4/16/20 Mon 4/27/20 8
10 3 Project design ad development137 days Tue 4/28/20 Wed 11/4/20
11 3.1 Design prototype12 days Tue 4/28/20 Wed 5/13/209
12 3.2 UML design 20 days Thu 5/14/20 Wed 6/10/2011
13 3.3 Coding 40 days Thu 6/11/20 Wed 8/5/20 12
14 3.4 Modeling 45 days Thu 8/6/20 Wed 10/7/2013
15 3.5 Database connectivity20 days Thu 10/8/20 Wed 11/4/2014
16 4 Testing 34 days Thu 11/5/20 Tue 12/22/20
17 4.1 Unit testing 10 days Thu 11/5/20 Wed 11/18/2015
18 4.2 Integrated testing10 days Thu 11/19/20Wed 12/2/2017
19 4.3 User acceptance testing14 days Thu 12/3/20 Tue 12/22/2018
20 5 Project closure 15 days Wed 12/23/20Tue 1/12/21
21 5.1 Stakeholder’s signoff5 days Wed 12/23/20Tue 12/29/2019
22 5.2 Post maintenance plan10 days Wed 12/30/20Tue 1/12/21 21
2/21 12/18 10/15 8/12 6/9 4/5 1/31 11/28 9/25
September May January September May
Followed by the analysis it is identified that the approached innovation will provide the
core benefit of product level. As from the investigation it is identified that the approached
innovation on Facebook will improve the customer satisfaction as well as improve the business
value of Facebook because improvement in the marketplace section will enable the Facebook
user to buy and sale their products with verified stakeholders (Adinda, et. al., 2018). Making
allowance to this concern it is identified that making the Facebook data more secure will also
improve the user experience as the users of Facebook will feel safe while sharing information.
Required Resource:
Human Resource-
Project Manager, Senior Business Analyst, IT supplier, developer.
Technical Resource-
Laptop, Internet connection, Artificial Intelligence, Machine Learnings, Windows.

10BUSINESS CASE ANALYSIS ON ARTIFICIAL INTELLIGENCE
Conclusion:
After Completion of this analysis it has been identified that Facebook is one of the largest
social media platform which offers the features to share and communicate with people across the
world. Making allowance to this concern it is identified that the adoption of Artificial
intelligence into the infrastructure of Facebook will incorporate more services to the Facebook
that will help to improve its business value. Thus, in this study it is recommended that
enhancement of Marketplace section and the information security using AI will surely help to
strengthen the features and the application of Facebook that will enhance the business value of
Facebook.
Reference:
Adinda, A., Edström, A., Isaksson, J. and McLeod, T., 2018. An online marketplace to help
reduce the wastage of Swedish wool.
Beckett, C., 2017. That Facebook vision thing: a platform still grappling with political
realities. POLIS: journalism and society at the LSE.
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information security education: What can we know from social network analyses on
Hong Kong engineering students?. In 2016 IEEE International Conference on Teaching,
Assessment, and Learning for Engineering (TALE) (pp. 303-307). IEEE.

11BUSINESS CASE ANALYSIS ON ARTIFICIAL INTELLIGENCE
Chatterjee, A., 2018. Artificial Intelligence based IoT Automation: Controlling devices with
Google and Facebook. Artificial Intelligence, 5(04).
Gatautis, R., Vitkauskaite, E. and de Reuver, M., 2017. Use of Facebook and Google Platforms
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