Machine Learning is Powerful, But Only as Strong as Your Underlying Data Quality

Everyone seems to be talking about Artificial Intelligence (AI) and Machine Learning (ML). Our clients often ask: “What exactly do these terms mean?” and “How can I take advantage of these capabilities to improve my business? Artificial Intelligence is the overarching term used to describe machines executing tasks that typically require human intervention.

Although the terms are often used interchangeably, Machine Learning is actually a type of artificial intelligence that enables computers to get into a mode of active self-learning beyond what is initially programmed. When exposed to new data, these computer programs learn, grow, change, and develop themselves to become more effective and efficient at achieving desired outcomes.

For example, if you want your website to suggest products to customers based on their buying or browsing patterns on your website, you could use machine learning to recommend products in real time while they are on your site. Of course, the recommendations would be based on past site visits and conversion data.

Sounds simple, right? Well, before any of the “magic” of machine learning happens, you need to ensure that the underlying data fueling your program is complete, reliable, consistent, and predictive. If not, it will fail to produce the desired results. Most companies are sitting on vast amounts of underutilized data and content assets that are scattered and in incompatible formats.

As a result, taking advantage of artificial intelligence and machine learning may seem too hard or even impossible. At EnFuse Solutions, we can quickly assess your current data and content and then design a data-quality – artificial intelligence – machine learning roadmap specifically tailored to your desired business outcomes. To learn more, contact us at [email protected]