Chapter 10

Session 2
Artificial Intelligent Technologies
in Business

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
 Identify how neural networks, fuzzy logic,
genetic algorithms, virtual reality, and
intelligent agents can be used in business.
 Give examples of several ways expert systems
can be used in business decision-making
situations.

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I. Business and AI

 A variety of ways to support decision making

and improve competitive advantage

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II. An Overview of Artificial Intelligence (AI)
 What is artificial intelligence?
Artificial intelligence (AI) is a field of science and
technology based on disciplines such as
computer science, biology, psychology,
linguistics, mathematics, and engineering.
The goal of AI is to develop computers that can
simulate the ability to think, as well as see, hear,
walk, talk, and feel. A major thrust of artificial
intelligence is the simulation of computer
functions normally associated with
human intelligence, such as reasoning, learning,
and problem solving
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II. An Overview of Artificial Intelligence (AI)
 Goal of AI is to simulate the ability to think –
reasoning, learning, problem solving
 Turing Test – metode untuk menguji kepintaran mesin
yang menyerupai manusia. perilaku kepintaran
sebagai kemampuan untuk mencapai level kepintaran
manusia selama percakapaan berlangsung.
 CAPTCHA (Completely Automated Public Turing Test) –
suatu bentuk uji tantangan-tanggapan (challenge-
response test) yang digunakan dalam perkomputeran
untuk memastikan bahwa jawaban tidak dihasilkan
oleh suatu komputer

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II. An Overview of Artificial Intelligence (AI)

 Domains of Artificial Intelligence

 Cognitive Science – how humans think and
learn (seperti persepsi, bahasa, memori,
penalaran, dan emosi)
 Robotics – machines with intelligence and
human-like physical capabilities
 Natural Interfaces – speaking to a
computer in a normal way (Touch Screen,
Gesture Recognition, Speech Recognition,
Gaze-tracking Interface, and Brain-machine
Interface)
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II. An Overview of Artificial Intelligence (AI)
Applications of Artificial Intelligence

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III. Expert Systems
 Components of an Expert System
 Knowledge Base – mengandung fakta dan
heuristik (aturan) untuk mengekspresikan
prosedur penalaran yang digunakan pakar
 Software Resources –
Inference Engine – the program that
processes the knowledge (rules and
facts)
Interface – the way the user
communicates with the system

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III. Expert Systems
 Expert System Applications
Decision Management – consider alternatives,
recommendations
Diagnostics/Troubleshooting – infer causes from
symptoms
Design/Configuration – help configure
equipment components
Selection/Classification – help users choose
products/processes
Process Monitoring/Control – monitor/control
procedures/processes

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III. Expert Systems
 Benefits of Expert Systems – captures
expertise of a specialist in a limited
problem domain
 Limitations of Expert Systems – limited
focus, inability to learn, cost

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IV. Developing Expert Systems
Easiest is an expert system shell – an
experts systems without the knowledge
base
Knowledge Engineering – mengacu pada
semua aspek teknis, ilmiah dan sosial yang
terlibat dalam membangun, memelihara,
dan menggunakan sistem berbasis
pengetahuan.

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V. Neural Networks
Computing systems modeled after the
brain

http://www.cerebromente.org.br/n14/mente/chaos.html
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VI. Fuzzy Logic Systems
 Reasoning with incomplete or ambiguous data
 Fuzzy Logic in Business – rare in the U.S. (preferring
expert systems), but popular in Japan
 Suatu pengetahuan yang membuat komputer dapat
meniru kecerdasan manusia sehingga diharapkan
komputer dapat melakukan hal-hal yang apabila
dikerjakan manusia memerlukan kecerdasan.

https://en.wikipedia.org/wiki/Fuzzy_logic 10-20
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Implementing a Linguistic Control Strategy
To automate the control of this crane, sensors for the crane head position
("Distance") and the angle of the container sway ("Angle") are employed.
Using these inputs to describe the current condition of the crane, the five
rules of thumb can be translated to an "if-then" format:

1. IF Distance = far AND Angle = zero THEN Power = pos_medium

2a. IF Distance = far AND Angle = neg_small THEN Power = pos_big
2b. IF Distance = far AND Angle = neg_big THEN Power = pos_medium
3. IF Distance = medium AND Angle = neg_small THEN Power =
neg_medium
4. IF Distance = close AND Angle = pos_small THEN Power = pos_medium
5. IF Distance = zero AND Angle = zero THEN Power = zero

Note, Rule 2 has been translated into two rules to fit the if-then format.
If-then rules always describe the reaction to a certain situation as:
IF <situation> THEN <action>

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Fuzzy Application Library/Crane Video
This video shows the application of fuzzy logic for anti-sway control of
a crane using the fuzzyPLC™ of Moeller. The crane can transport
2x64 tons over a distance of 1200 feet and has been automated by
Moeller for Hochtief Corporation of Germany. Anti-sway control is
crucial, because the transported parts must be released precisely
over the target position as quickly as possible. The video shows
the crane transporting a concrete wall, the fuzzyPLC that controls the
crane, and the positioning of the wall over the target.

http://www.fuzzytech.com/e/e_a_pfd.html 10-23
VII. Genetic Algorithms
Simulates evolutionary processes that
yield increasingly better solutions
Perangkat lunak algoritma genetika menggunakan
Darwinian (survival of the fittest), pengacakan, dan
fungsi matematika lainnya untuk mensimulasikan proses
evolusi yang dapat menghasilkan solusi yang semakin
baik untuk suatu masalah. Algoritma genetika pertama
kali digunakan untuk mensimulasikan jutaan tahun dalam
evolusi biologis, geologi, dan ekosistem hanya dalam
beberapa menit di komputer. Perangkat lunak algoritma
genetika digunakan untuk memodelkan berbagai proses
ilmiah, teknis, dan bisnis.
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• Algoritma genetika sangat berguna untuk situasi di
mana ribuan solusi dimungkinkan dan harus dievaluasi
untuk menghasilkan solusi optimal.
• Perangkat lunak algoritma genetika menggunakan set
aturan proses matematika (algorithm) yang
menentukan bagaimana kombinasi komponen proses
atau langkah-langkah yang harus dibentuk.
• Proses ini melibatkan mencoba kombinasi proses acak
(mutation), menggabungkan bagian dari beberapa
proses yang baik (crossover), dan memilih set proses
yang baik dan membuang yang jelek (selection) untuk
menghasilkan solusi yang semakin lebih baik.

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http://www.ewh.ieee.org/soc/es/May2001/14/Begin.htm
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VIII. Virtual Reality (VR)
Computer-simulated reality
VR Applications – CAD, medical
diagnostics, flight simulation,
entertainment

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IX. Intelligent Agents
Menggunakan pengetahuan bawaan dan
belajar untuk membuat keputusan dan
menyelesaikan tugas yang memenuhi
niat pengguna

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Intelligent agents are growing in popularity as a way
to use artificial intelligence routines in software to
help users accomplish many kinds of tasks in e-
business and e-commerce.
An intelligent agent is a software surrogate for an
end user or a process that fulfills a stated need or
activity. An intelligent agent uses its built-in and
learned knowledge base about a person or process to
make decisions and accomplish tasks in a way that
fulfills the intentions of a user.
Sometimes an intelligent agent is given a graphic
representation or persona, such as Einstein for a
science advisor, Sherlock Holmes for an information
search agent, and so on. Thus, intelligent agents
(also called software robots or “bots”) are special
purpose, knowledge-based information systems that
accomplish specific tasks for users.
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intelligent agent definition

On the Internet, an intelligent agent (or simply

an agent) is a program that gathers information
or performs some other service without your
immediate presence and on some regular
schedule. Typically, an agent program, using
parameters you have provided, searches all or
some part of the Internet, gathers information
you're interested in, and presents it to you on a
daily or other periodic basis.
An agent is sometimes called a bot (short for
robot).
http://searchcio.techtarget.com/definition/intelligent-agent

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1. What types of decisions are best suited for
automated decision making? Provide several
examples of successful applications from the
companies in this case to illustrate your answer.
2. What role do humans play in automated decision-
making applications? What are some of the
challenges faced by managers where automated
decision-making systems are being used? What
solutions are needed to meet such challenges?
3. Explain how your university could employ an expert
system in its admission process. Could it use a
neural network? What might happen if a student
were denied admission to the university and his
parents discovered that an expert system was
involved in the admissions process?

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