Artificial intelligence has always fascinated people since the beginning. The so called machine intelligence deals with the automation of intelligent behavior and machine learning. The ghost of the machine stood in many different scenarios for positive and negative developments and is basic part of philosophy.

But what determines whether artificial intelligence can add value to people, our businesses as well as to our society? Finally it is all about the use case. We need to think about the intended areas of application and applications themselves, where already today people and the society can benefit from artificial intelligence. 
In the medical area, for example, a visible breakthrough has already been achieved in the field of diagnostics, where artificial intelligence can detect diseases of patients earlier and more precisely, through intelligent pattern recognition, and thus save lives.

There are also less altruistic but helpful use cases in e-commerce to enable retailers and consumers to improve security and convenience. Fraud prevention through intelligent systems should help to identify and prevent fraud cases already at an very early stage and with higher success rates. On the one hand costs can be reduced and on the other hand additional confidence can be created.
Regarding the product portfolio, digital companies can add with AI-Systems potentially more value for their customers. Through an empathic CRM or intelligent product portfolio, the customer can get in future tailor-made offers to his profile and following up the user history. This customer-profile can be optimized with each additional visit and purchase, and therefore the next offer will be optimized in a way, that really meets his or her needs.
In order to improve this type of development for AI-Systems, however, it is also necessary that the developers in this environment get support in the ethical basics and principles of decision logic.

The example of “least collateral damage” in autonomous vehicle accidents has recently caused a debate in companies and our society about the basis of the decision-making process. Experts are currently discussing whether further legal requirements are needed or whether ethical requirements can be met with our current situation.
The 3 laws of robotics by Isaac Assimov respectively 4 laws (if we count the zeroth law as well) could be at least in a certain way a template here to create a logic for further developments

Do we see it as enabler for E-commerce? In conclusion, it can be said that although we are just at the beginning of this chapter in AI, the development and value creation potential is really promising and could further revolutionize e-commerce.

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