Business Information Systems and AI: A Case Study of Hotel Hilton

This report presents a case study on Hilton Hotel, examining its utilization of Artificial Intelligence (AI) and Business Information Systems (BIS). It begins with an introduction to business information systems, highlighting their role in generating and disseminating information for decision-making. The report then explores the characteristics and global significance of AI, including feature engineering, neural networks, natural language processing, and computer vision. It also analyzes the organizational opportunities and challenges associated with AI implementation, such as AI in marketing, leveraging big data, and addressing concerns related to trust, data privacy, and security. The report provides an overview of Hilton's business, its information systems (TPS, DSS, EIS, and hotel automation), strategic positioning, and performance objectives. Furthermore, it discusses strategies for addressing trust, responsibilities, fairness, bias, and inclusion within the context of AI adoption. The report concludes with an assessment of how Hilton leverages AI to improve its business processes and achieve competitive advantages, emphasizing the importance of employee engagement and ethical considerations.

business information systems

INTRODUCTION
Business information systems are sets of inter-related procedures using IT infrastructure
in a business enterprise to generate and disseminate desired information. Such systems are
designed to support decision-making by the people associated with the enterprise in the process
of attainment of its objectives. There are different different types of business information system
which are used by the companies such as TPS, EIS, RS, DSS, MIS etc. This helps to make
companies activities smoother and better to achieve their set goals and set objectives of the
business.
This report will cover the case study on the Hotel Hilton and analyses the AI systems
and business Information system used by the company. This report will provide general
information about the Global AI and evaluate the organizational opportunities and challenges.
It will also analyses requirement of the Artificial intelligence in the Hotel Hilton ad also
conclude the BIS strategies of the company.
TASK 1
Characteristics and significance of artificial intelligence
In such a technological era there are significant advancement occurring. It has led to transform
in life of people and business. There are many new technology emerging such as robotics, AI,
block chain etc it is used for different purpose. However, the future will be of robots and AI.
Artificial intelligence refer to ability to design smart system and machine. They consist of similar
features like human that is decision making, logical reasoning etc there has been a high and rapid
progress in use of AI at global level. So, there are various characteristics of AI which is as
follows
Feature engineering- it is process of identifying minimum set of information and attributes from
a data set. Thus, performance of machine learning can be enhanced by selecting proper features
and attributes.
Artificial neural network- it comprise of weight interconnection between computing nodes at
several layers (Akerkar., 2018). The weigh of nodes is deducted by adjusting them as per sharing
strategy.
Deep learning- they are the hidden layer between input and output layer of artificial neural
networks. It facilitate in performing a automatic extraction along with classification learning.

Natural language processing- it is way of method in which computer understand, execute and
process human language. Thus, it is necessary for computer to understand data and info so that it
can be processed and manipulated.
Computer vision- it is science of manipulating video or image It has many applications,
comprising of augmented reality, autonomous driving and industrial inspection. Its
implementation is differentiated into many categories: detection, generation, segmentation in
both video and image.
Furthermore, AI is playing a vital role at global level. It is not only improving daily life of
people but also increasing efficiency of humans. AI is useful to business in saving their cost and
time. It is helping in increasing efficiency of business operations and taking effective and proper
decision. Moreover, AI is useful in improving the global supply chain network and allowing
company design produce new products and services. Along with it, with use of artificial
intelligence new and advanced health care system are developed amd designed. Robots are used
in surgery, providing care services to people. AI is altering our healthcare system from its
processes to the care that these organisations provide (Avila and Garcés., 2017). Apart from it,
AI is being used in saving environment as well. New system are installed within building and
smart infrastructure is developed to protect and save environment. Besides that, the technology is
used in enhancing safety and security of people as well. There is high influence of AI on life of
people. It has enabled in providing new and advance system and way of working and dealing
with challenges. A lot of security practitioners are being lured into believing that AI approaches
are the magic silver bullet we have been waiting for to solve all our security challenges.
Artificial Intelligence will be leveraged significantly to help with advances in security around
two dimensions.
TASK 2
Organizational opportunities and challenges from the Artificial intelligence technology
Artificial Intelligence is a technology for which even a layman is curious about! The
reason lies in the strong tendency that it has to disrupt every aspect of life. Artificial intelligence
seems to radiate enthusiasm and skepticism collectively. Obviously, in different measures
Technology plays essential role in the companies to provide them hike in their business.
Artificial intelligence create opportunities for the business, so they can grow and achieve their
business goals. AI technology in the business

Opportunities
There are some risk and challenges which involves with the Artificial technology but
with the challenges AI has some opportunities for the organization. Here are role of the
Artificial technology to create opportunities for the business.
AI in marketing
Every kind of business such as small medium and large want to maximize their
marketing budget and they want to focus in their marketing strategies so they can attract
customers to but their profit which can lead them to higher renters on their investment. Here
they option to use the Artificial technology, some of the AI tools such as Acquisio can help
them to mange their operation in the marketing across the different different channels such s
Google ad-wards, social media etc. this all is the part of Artificial technology and best way to
advertise the product in the market. By using this tools business can run their campaign and
aware people about there product and their services (Bačić and Fadlalla., 2016). This tools also
analyze and interpret the data for the business so it makes easy for the firms to monitor the
activities.
To take competitive advantages
Business can use Artificial technology to take competitive advantages in their business.
They need AI in their product and other process and make the process more after and smoother
as compare to the human power. Business can improve their productivity and gain competitive
advantages by using the latest technology at their workplace.
Make light work from the big data
It is not the surprise for the business owners are willing to take advantages of the
large amounts of online as well as offline information to make informed, data-driven decisions
that will make their business grow.
The best thing about the AI tools for the business is that they ca be fitted in every kind
of data processing workflow and provide the close insights which can be applied and take
action through them. Some of the Artificial intelligence such as Money learn helps to analyze
the data from the many different different channels and provide the simple and time saving
data to the business like the sentiment analysis in the CSB and the Google sheets.
Challenges
Fewer people support

Artificial intelligence does not have advance used in the make and without this other
business will also not take the interest to invest in the Artificial intelligence at their workplace.
If any of the company is using the AI technology for the competitive advantages then only other
firms will use, so they cab stay in the competition (Bačić and Fadlalla., 2016). There are not
enough people who can make other businesses understand the vision of machine powered
progress in the world. In simple words, we can say that there are not enough people who know
how to operate machines which think and learn by themselves.
Creating trust
Artificial intelligence is not able to create trust among the people because until they
learn how to use it erectly. Without having proper knowledge about the AI technology it can
produce result which can be unsatisfied for them. To create trust they need to understand how
it really works but its really difficult for the employees at the workplace to learn the new
technology. They need training learning and it takes time and money both form the business
and to create trust they need to teach the technology and provide training to the employees.
Data privacy and security
almost every Artificial intelligence application are based on the massive volume of the
data which helps to make the decision for the company. Learning of the machines is depends
on the data which is often personal or the system (Brandon., 2016). This kind of system can
be learned from the data and improve themselves. Because of the systematic learning , these
ML systems can become the prone to the beaches of the data and find out the theft. For
example the EU has implemented the general data protections and the regulations (GDPR)
which makes the complete protection of the personal data.
TASK 3
A) Overview of business, Business information system , strategic position and performance
objectives.
Company overview
Hotels Hilton and Resort is the global brand which provides all kind of luxury
hospitality services to the guest. This company was found in 1919 by the Conrad Nicholson
Hilton. Headquarter of the company is in the US and they are having more then 550 location in
all around the world.
Business information system, position and performance

Hotel Hilton is using some of the Business information system such as TPS, DSS, EIS
and Hotel Automation system. Hilton Hotels & Resorts at number one on their Fortune List of
the Top 100 Companies to Work For in 2020 based on an employee survey of satisfaction which
shows their performance as well
B) Strategies to address trust and responsibilities
To understand the responsibilities and trust issues in the transaction, it is important to
understand the AI techniques used by the Hotel Hilton and This company is using the different
different AI technology to improve their business process and achieve competitive advantages
and it will also helps to find what is the responsibilities and trust issues in this (Heinrich,
Merkle, Henss and Paech., 2017).
Transnational processing system (TPS)- In this process all the single entry data and
transactions are recorded by this system and the is the responsibility of the employees to
double check the transaction for the more security and trust. Superiors of the company have to
teach them how this technology work and how this can make their work easier. They need to
communicate with the employees and teach them how it really works and why it is important
for the company to make better and accurate transaction. There is no Chance to have nay
mistake in this system so it needs to be convinced to the employees.
Management support system- This system is used to support the decision-making of the Hotel
Hilton and provide the solution of the problems and manage the event. This will is operated by
the employees of the company, and they are also responsible to use this tools. This accurate and
best tools to take the decision and because it has all the information such as inventory of the
company , target or projected revenue, sales figures or past ones from different time periods, and
other inventory- or operations-related data. This shows that this system is trust able and useful
for the company so employees can trust this.
Executive Information system (EIS)- The Executive Information System begins with the
identification of problems (Hosseini and et.al., 2016). These include the gaps between the
desired and actual states that cannot be easily closed because of the new knowledge that needs to
be produced to support the decisions and actions needed to close them. This technology is used
by the companies superior to solve the problem and create trust among the employees.
C) Strategies to addressing the Fairness, bias and inclusion
Fairness

Hotel Hilton is using the information technology at their workplace to get the better
results and there are some problems can happen with their employees because if they will
depend on all this system then, or they will do no how this system work then they can feel
unfairness with them. Companies superiors should use this system, but they should also take
some support fro the employees, so they can be motivated for example- they can take some
decision and give responsibility to keep them motivated, or they can teach how this systems
work and their advantages . This will be fare with them and company can keep their employees
motivated.
Bias
As per the researcher
machines can built good result for the Hotel Hilton but there are some bios from the
information technology such as people trust on the machines and trust on the outputs created
by the Artificial intelligence so if the human bios is missed in the training it can be
compound the problems by inflecting the other employees (Klumpp., 2018). Another bia is that
sometimes AI models are plugged into the programmatic in the functions which also lead it to
the automaton of the bios, Mistakes I the machines can lead the company toward the big
problems and it can affect the productivity and competition in the market of the Hotel Hilton
and the other companies can overtake them. Exposing The human data to algorithms exposes
the Bias and also if they are suing the machine learning 's and the aptitude for the spotting a
anomaly but the machine cannot do their own.
Inclusion
Artificial intelligence and related technologies have begun to shape important parts of the
digital economy and affect core areas of our increasingly networked societies. Whether it be
transportation, manufacturing, or social justice, AI has the potential to deeply impact our lives
and transform our futures in ways both visible and hidden. The promise of AI-based technologies
is enormous, and benefits range from efficiency gains to unprecedented improvements in quality
of life.
D) Strategies to address the social- economics & environmental impact
Social economics impact
AI system in the company has huge impact on the social; economics because it can
create the ethics a the workplace of the Hotel Hilton. AI technologies work more better as

compare to the human labor and they can also provide better result and it is time saving . AI
technology have efficiency to replace the human workers which can be problem for the
employees, and they can have issues to lost their jobs. Implementation of the new technology at
workplace can create the thinking in employees mind that they can lose the slobbers because
of the new machines, and they will work more better for the company. It is important for the
superiors of the company to communicate with their employees otherwise they can be
demotivate and lose their efficiency to work for the company (Paul and et.al., 2018). Hotel
Hilton talk face to face and provide them ensurer that they will stay in the company, and they
have to make them understand that this will make their work more easy and they can produce
better outcome for the company and they will also get the training from to use this new
technology.
Environmental impact
Seeing a chance to help the cause, some of the biggest names in AI and machine learning
—a discipline within the field—recently published a paper called “Tackling Climate Change
with Machine Learning.” The paper, which was discussed at a workshop during a major AI
conference in June, was a “call to arms” to bring researchers together, said David Rolnick, a
University of Pennsylvania postdoctoral fellow and one of the authors. AI technology can impact
the environment because most of the machines make the noise and harmful for the
environment because it can produce the harmful gasses. This can be probable for the
environment and create serious issues for the Hotel Hilton. There are some AI equipment at the
hotels which are harmful for the environment. One of them is the Ac in the hotels rooms,
which has is the major issue for the global worming. It is important for the Hotel Hilton to
use the Eco friendly equipment to protect the environment.
E) Artificial intelligence contribution to business strategies
Artificial intelligence has huge contribution to the business strategies of the Hotel
Hilton. Company is using. Company is using different different system to make their business
more effective and better one of them is using Transaction processing system which helps to
record every cash transaction of the company and they can be more accurate data (Ransbotham
and et.al., 2018). Humans can make mistakes but this system is accurate and provide expect
transaction with details. This system is useful for the company and huge contribution for the

companies strategies. Superiors of the company can use the data to make new strategies and
future forecasting and gain the advantages in the future.
Management support system of the company manage the every activity of the company
and provide the strategies and solution of the problems (Ransbotham, Kiron, Gerbert and
Reeves., 2017). It can find the problems in the companies strategies also provide the proper
solution's of the problem in the companies strategies which can improve their activities, and they
can make their stagiest better for the company. EIS system of the company also find the
problem in the companies previous strategies so management of the company can improve and
make the new strategies which can be replaced with the older strategies and also provide
solution and analysis of the new strategies.
Hotel automation system in the Hotel Hilton used top provide the incorporation of the
important hotel documents of all the types through the integration of the images into the
automation system. This system include the apportions like data base , mail ad other useful
document so company can improve the strategies and make the process of the company better
and smooth.
CONCLSUION
As per the report has been case study on the Hotel Hilton and analyses the AI systems
and business Information system used by the company and provide the brief information about
every system of the company. This report has been provided general information about the
Global AI and evaluate the organizational opportunities and challenges which can be achieved
through the Artificial intelligence in the companies (Skilton and Hovsepian., 2017). It also has
been analyses requirement of the Artificial intelligence in the Hotel Hilton and also conclude
the BIS strategies of the company such as Transaction processing system, management support
system, Decision support system, Executive information system etc. This all has been explained
briefly in the end of this report.

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