Artificial Intelligence in Business: OMNIYA Health Report Analysis

This report examines the implications of Artificial Intelligence (AI) within the context of OMNIYA Health, a diet and nutrition company. It explores the characteristics of AI, including data ingestion, imitation of human cognition, and its futuristic capabilities. The report identifies organizational opportunities, such as integrated customer support, AI for competitor tracking, marketing enhancements, and CRM improvements, while also acknowledging challenges like provability, data scarcity, and data privacy concerns. Furthermore, it provides an overview of OMNIYA Health's business operations, emphasizing its e-business information system, and outlines strategies for fostering trust and responsibility, addressing bias and inclusion, managing environmental and socio-economic influences, and integrating these strategies into the company's overall business approach. The report concludes with a discussion on how these strategies contribute to OMNIYA Health's operational performance and the attainment of its objectives.

Business Information
System

Table of Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
Characteristics and implications of artificial intelligence............................................................3
Task 2...............................................................................................................................................4
Organisational opportunities along with challenges come with artificial intelligence................4
Task 3...............................................................................................................................................6
a. Overview of business...............................................................................................................6
b. Strategies for acknowledging trust & responsibility................................................................7
c. Strategy to address biasness, fairness & inclusion...................................................................8
d. Strategy for acknowledging environmental as well as socio-economic influence..................9
e. Business strategy as well as methods in which above strategies contribute..........................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

Introduction
Business information system denotes interrelated measures where information technology
infrastructure will be used by business organization for generation and dissemination of data
needed by them. This is being formulated to support decisions of organization as well as attain
their objectives (Cosenz, 2017). For acknowledging conception of business information system,
OMNIYA Health -Diet and Nutrition which was founded in 2014 and have a diligent approach
for collaborating with experts to furnish their clients with best treatments as well as customized
treatment plans. This report involves implications of Artificial intelligence with reference to
global level, opportunities that a organization have along with probable challenges that will be
experience by them while executing it. Apart from this, overview of operations, various
strategies associated with inclusion, fairness, biasness, environmental, social and economic
perspectives associated with this. It also illustrate ways in which strategies contribute in business
operations.
Task 1
Characteristics and implications of artificial intelligence
Artificial intelligence refers to the imitation of human intelligence in machines that are
programmed for thinking as a humans and mimic actions that are conducted by them. It implies
ability of digital controlled robots for carrying out activities associated with intelligent beings.
The engineering and science through which intelligent computer programs can be made is
defined as artificial intelligence (Greasley, 2017). Generally, knowledge is being communicated
to machine through which they act like a human being. Significance and characteristics of
artificial intelligence are specified below:
 Data ingestion: Artificially intelligent system is those who deal with massive amount of
data even when organization is small. They are accountable to store multiple data which
is allied with varied sources and it appears in system in a synchronous or concurrent
manner (Features of Artificial Intelligence – The New Age Electricity, 2020). For an
instance, Elucify is utilized by a firm which is a database that can be used by various
business contacts and it works on principle of give to receive.
 Imitates Human Cognition: System is denoted as artificially intelligent when it can
imitate or mimic ways in which human mind behaves while dealing with any peculiar

problem. Artificial intelligence endeavor to infer environment as well as act with respect
to that. But this is not achieved yet and developers are further working to render theory
for self awareness of artificially intelligent system (Hajiheydari and Zarei, 2013). An
example can be taken like Baidu is a search engine that is given by tech giant and works
only in Chinese language. It has cloning tool that will clone voice by making use of a 3 to
4 seconds audio.
 Futuristic: Artificial intelligence enabled system are formulated to observe and react to
conditions that exist in market or surroundings. It is not accountable for perceiving
environment only but with respect to conditions prevailing relevant procedures are being
into account. For an instance self-driven cars which will record speed of vehicles that are
drive around and accordingly follow the same speed trends within traffic. This also
implies neural network (Kim, 2015). For an instance, BMW which is a self driven vehicle
that is completely automated but drivers also have controls.
The above points clearly illustrate that when organization will make use Artificial
Intelligence while delivering their operations, performance will be amplified. This can be
understood by an example like AI driven vehicle are liable for handling most of prevailing
situations by themselves. This denotes that various unwanted conditions can be prevented.
Task 2
Organisational opportunities along with challenges come with artificial intelligence.
With technological enhancements, Artificial intelligence is not only experimented within
the labs but also by business personnel’s. To do this is not easy as it brings in various challenges
along with their implementation (Jarillo, 2013). With respect to OMNIYA Health while opting
for AI within their working premises they may undergo various challenges while this. Some of
these are specified beneath:
 Provability: When any organization either it deals within healthcare, IT or retail, they
will make use of AI dependent services then they will not be able to clearly furnish their
mission and exactly what is acquired by them through the usage of Artificial Intelligence
techniques. Along with this, there will be confusion among employees in context of
manner in which decisions are being formulated and whether they will furnish adequate
results or not. It creates doubtful perception among them as well as probability of

mathematical uncertainty behind anticipations formulated with respect to AI will not be
clears (Labaki, Michael-Tsabari and Zachary, 2013). Furthermore, efficiency of decisions
made cannot be justified until firm is able to attain adequate results. For this, OMNIYA
Health has opted for explainable AI so that a situation which leads to confusion can be
avoided.
 Data Scarcity: Organization has to access massive data but datasets which can be applied
for learning Artificial Intelligence application is rare. In addition to this, machines have
to be trained by supervised training. But here labeled data must be furnished in a
structured manner by which it will become easy to machine to acknowledge
understanding. There exist certain limits through which situations get worse.
 Data Privacy & Security: Most Artificial Intelligence applications depend on massive
amount of information for learning and formulation efficacious as well as intelligent
decisions. Machine learning depends on information that is sensitive and personal in
nature. The systems make use of this data to have adequate learning so that overall
enhancement with respect to operations of organization can be made. But due to this,
Machine learning systems may become vulnerable or exposed to certain attacks like
identity theft, data breaches, etc. Furthermore, this also involves Artificial Intelligence is
developed without creating any kind of influence on security as well as confidentiality of
information of end users.
These are few challenges but there exist many more that will be experienced by firms like
OMNIYA Health while implementing Artificial Intelligence. In addition to this, there are certain
opportunities in context of AI that can be used by them. They are mentioned below:
 Integrated Customer Support: Automated chat systems assist small and medium firms to
scale efforts that are made by them for enhancing customer services along with resources
which are available for having critical communication. With reference to this,
organizations can utilize customer service solutions like DigitalGenius, ChattyPeople and
many others for having automated solution to questions which are being raised by their
clients. Furthermore, there will be reduction in time that is needed to deal with these
situations.

 AI techniques for tracking Competitors: It is important of organization to monitor
activities which are conducted by their opponents. This is practically not feasible as
business owners do not have adequate time through which they can review activities
conducted by their competitors (Müller and Pfleger, 2014). For this, OMNIYA Health
can make use of tool like Crayon, website and social media. It will allow them to have an
insight into rivals planning.
 Marketing: An Organizations aim at enhancement of marketing budgets along with this
emphasis is laid on attaining high marketing strategies. In addition to this, OMNIYA
Health is looking forward to have higher returns on investment. For this, it is necessary
that firm can make use of platforms like Acquisto that will assist in managing marketing
operations by making use of Google Adwords, Facebook and Bing. In addition to this,
machine learning will enable firm to have live campaign information via support of
sentimental analysis. Here, regular bids can be made through which all the activities will
be tracked for reducing time that is spent in monitoring of marketing campaigns.
 CRM: They are responsible for rendering valuable insight that will assist firm to have
enhanced interaction with their customers. Furthermore, CRM embeds their functionality
of AI through this organizations can carry out real time data analysis through which
anticipations can be made in context of future.
 Formulate light work of big data: Small businesses are opting to have an edge from
larger amount of online and offline data which makes them informed as well as have data
driven decisions that will lead their business to grow. The AI-powered tools aids within
data producing workflow as well as render insight into them. For an instance, business
tools such as Monkey Learn which will integrate as well as analyze data around distinct
channels to attain time saving analysis.
Task 3
a. Overview of business.
OMNIYA Health is a Diet and Nutrition which operates their services in healthcare sector
which offers tailored nutrition along with diet plans for addressing frequent health concerns like
weight loss, health problems and weight gains but also provides adequate plans so that assistance
can be provided to those who do not have such kind of issues (No, An and Park, 2015). This is

done so that they can lead a healthy life. The business information system that is being utilized
by them is e-business. In which firm is opting for having their own application through which
they can provide online services to their customers. The strategic position can be enhanced
formulating appropriate strategies through which their services can be amplified (Paul, Yeates
and Cadle, 2014). Performance objectives implies enhancement within operations conducted by
firm and it will be attained by having maximum number customers who have opted for their
application.
b. Strategies for acknowledging trust & responsibility.
While furnishing services within the market, it is crucial that employees obsessed by them
are well qualified not only in terms of their qualification but also on ethical and moral basis. This
is essential for firm like OMNIYA Health to formulate trust among their employees as well as
customers. The reason behind this is that they have opted for business information system and
there has to be adequate trust levels so that people can ensure that adequate results are being
provided by application. But if things do not go as per formulated decisions then it won’t be easy
for them to deliver their services in the market. With respect to this, certain strategies are being
formulated by OMNIYA Health for developing trust as well as sense of responsibility among
their employees and customers. It has been specified beneath:
 Demonstrate Clear Vision: Individuals look forward to have something bigger as well as
employees are part of development of their vision, directions and mission so that they can
be united easily (Saleem and et. al., 2019). This will assist them to develop sense of
liabilities and employees of OMNIYA Health can also give their best while turning their
vision into adequate actions.
 Create open lines for interaction: Alteration is predictable when OMNIYA Health will
amplify their operations but for this it is important to examine every day modified
requirements of employees. To deal with this situation, there has to be a open line of
communication as it will render them with adequate support as well as visibility.
 Practice Transparency: Effective communication as well as transparency goes hand in
hand but it do not illustrate that each perspective has to be shared every time (Winnard
and et. al., 2014). Furthermore, relevant data must be interacted whenever this is needed.

In addition to this, it is critical for OMNIYA Health that they access to information
which will assist them to render their operations in an amplified way.
For this, OMNIYA Health can opt for General Data Protection Regulation (GDPR) as this
will make sure that personal data is completely secured (Lim, 2017). In addition to this,
Federated learning can be used by OMNIYA Health as it aims at disruption of AI paradigm. The
strategies illustrated above will lead firm to develop trust along with sense of responsibility
among their employees. Furthermore, feedback will be taken by employees and customers to
ensure that services given and provided to them are adequate by which it will become easy for
them to enhance levels of their offerings (Zhang and Wen, 2015).
c. Strategy to address business, fairness & inclusion.
The actions that are being carried out by firm for supporting as well as opposing particular
person within an unfair way is defined as a bias. These kinds of activities lead to creation of
pessimistic influence on their employees, for an instance if single person is given certain
liabilities then performance of each other workforce will be impacted by which there will be a
negative impact on overall operations of firm. It implies that this is crucial for management of
OMNIYA Health to have enhanced performance of their workforce. Fairness denotes impartial
and just treatment to each individual any kind of favoritism or discrimination. Management of
OMNIYA Health can formulate different teams through which they can deliver their tasks
adequately. Certain strategies with respect to this have been illustrated below:
 Communicate relevance of management of biasness: Employees in OMNIYA Health
must be provided with adequate training along with tools through which support can be
provided them to move further (Cosenz, 2017). It will lead them to acknowledge
influence that is created through being bias and will be supported to avoid these activities
by taking appropriate steps.
 Be conscious of insentient biasness: Management of OMNIYA Health need to provide
adequate knowledge to their employees with respect to unconscious bias. Furthermore,
what actions reinforce bias will also be acknowledged by them as well as each of them
will be inspired to raise questions and analyze their potential biases and assumptions.
 Render training on diversity & inclusion: It enables employees within OMNIYA Health
to address ways through which culture creates an impact on ways in which employees

work and assist them to communicate. This must comprise of concepts associated with
time, communication style along with self-identity when any kind of disputes have to be
dealt with (Greasley, 2017).
Illustration 1: The Fairness Pipeline
The figure above illustrates bias creeps within Artificial intelligence through the usage of
machine learning process by which probable interventions can be made. The utilisation of creeps
in is intentional. Here, data is being loaded within dataset objects that will transform it within
fairer dataset by making use of fairer pre-processing algorithm, learning implies a classifier and
this transformed dataset which is attaining predictions from classifier. Basically, biasness takes
place in the way algorithms, model and data is being utilised.
d. Strategy for acknowledging environmental as well as socio-economic influence.
It is crucial to fix perspectives that will create hindrance on operations or services which are
being carried out by an organisation. The environmental influence which will be rendered by
OMNIYA Health will be minimized by adequately decomposing it. The rationale behind this is
that if it is not done so then it will create wide problems for them (Hajiheydari and Zarei, 2013).
With respect to this some strategies re formulated by them, they are as follow:

 Artificial intelligence is utilized for tracking overall operations and activities which are
conducted by organization through which probable influence on environment can be
identified. For an instance, extra medicines must not be kept in warehouse otherwise
they will be expired have to be thrown away. Artificial Intelligence can be utilized for
conducting even minute activities with minimized resources by which overall
performance can be amplified.
 By augmentation innovation and labor productivity that will drive growth by human-
machine collaboration, innovation diffusion and intelligent automation. The socio-
economic aspects of AI can be understood by taking an instance like smart health, smart
city, smart transport and many other innovations have been made by its usage. Like
Google Maps furnish growth drive which revolutionize transport and also provides
employment options to huge number of people.
 Smart Calamity response: Artificial Intelligence will aid within carrying out analysis of
simulations through which real time will aid OMNIYA Health to classify probable risks
that will be caused by them on the environment. When machine imitates human beings
then decisions made will be accurate as well as precise.
A Socio-economic factor implies influence which is created on the ways in which
services are being delivered by firm. For an instance due to health issues associated with viral,
people look forward to have online services as it will enable them to be a part of a crowd (Jarillo,
2013). Along with this, artificial intelligence provides an effectual way through which
requirements can be predicted by conducting market analysis. The strategies that are being
executed by OMNIYA Health are illustrated beneath:
 Amplify value chain: Through assessment of socio-economic impact, organization will
examine stability, capacity along with performance in context of growth of business. AI
can be used by OMNIYA Health to identify opportunities as well as vulnerabilities
within their operations.
 Enhance business environment: Socio-economic influence can be analyzed by
OMNIYA Health by making use of artificial intelligence. Appropriate rewards can be
given to employees, rules and public services can be amplified in terms of quality so that
they can effectively contribute within the society.

e. Business strategy as well as methods in which above strategies contribute.
The processes in which decisions and actions are accumulated which are conducted by
businesses for attaining their objectives as well as competitive advantage in the market are
referred to as business strategy. OMNIYA Health has opted to make use of AI as this will yield
them within adequate outcomes through which their services can be enhanced. Along with this,
decisions that are being made by machines can be regarded as relevant as there will be no scope
for partiality and each member of organization will be treated alike (Kim, 2015). It will aid to
eradicate disputes which may occur due to discrimination. Marketing analysis is also carried out
in an effectual manner to track modifications which are made within the market for treating
different health issues. This will assist OMNIYA Health to serve their people in an enhanced
way.
The business strategies that are being opted by OMNIYA Health are illustrated above
while rendering their operations within UK. Their effectiveness has been specified beneath with
respect to AI:
 Aids in recurring tasks: OMNIYA Health deals within health sector, thus it is mandatory
for them to deliver precise and accurate services to people. AI will enable them to
conduct them multiple activities such as sending mails, monitoring their response, etc.
 Eradication of human errors: Living beings makes mistakes at one o other instance but
while machines are used then this aspect can be eliminated when it is programmed
adequately (Labaki, Michael-Tsabari and Zachary, 2013). Through AI OMNIYA Health
will be able to consider history of their patients or individuals and accordingly services
will be delivered.
In this manner AI will furnish OMNIYA Health with adequate business strategies through
which it will be easy for them to deliver their services as per required standards. It will enable
them to have value in services which are attained by their individuals. In addition to this, teams
from different culture and talent will assist them to wide perspectives for different problems.
Conclusion
From above it can be concluded that, business information system denotes dynamics of
business environment through which adequate changes can be made by firm to ensure adequate

delivery of their services. Artificial intelligence implies ability of systems for copying the human
intelligence via certain programming. While implementation of AI there is certain challenges
which will be encountered by firm but there are various opportunities which can be used by them
to ensure that they provide their customers with quality experience. There are certain entities that
are liable for creating sense of being valued along with this when employees will be appreciated,
motivated and rewarded then there will be a significant affirmative impact on their operations.
For this, it is important that firm makes use of definite strategies by which their overall
functionality can be improvised. This will lead to creation of affirmative impact in the way
services are delivered.

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Features of Artificial Intelligence – The New Age Electricity. 2020. [Online]. Available through: <
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