Artificial intelligence has become an ever-increasing topic of discussion this year. There are stories of the benefits and opportunities that AI offers as well as tales about the possible dangers and problems AI could create for us humans in the future. Does AI have practical applications today for PROs? We think that it does.
Question: We have heard both good and bad about the use of artificial intelligence in business. We are rather skeptical and leery of AI right now. Are there any uses of AI that would be of benefit to our small company today?
Answer: It is human nature to be unsure or even skeptical about new technology, particularly if it has the potential to impact your company. In fact, we may even doubt our abilities to adapt to these new ideas. We have found the best approach is to become familiar with the basics of new systems or concepts and then evaluate the potential uses, if any, for our business.
Artificial intelligence provides great benefits to small businesses as it allows us to overcome challenges that come from limited budgets or the infrequent need for professionals to handle such tasks as drafting terms and conditions or managing social media. By strategically using AI, small businesses can access services of a comparable standard without higher costs.
An example of the industry’s adaptation to new technology in the past may help in encouraging PROs to investigate AI. Consider GPS and its positive impact on our industry.
Developed by the U.S. military in the 1970s and adopted by the airline industry in 1983, it did not become popular until 2007 with sales doubling in 2011. We had map books, maps, written directions and knowledge of the streets and highways in our cities and towns and now a device was going to tell us where to go, when to turn and how to create our routes.
MANY BENEFITS
Everyone began to investigate GPS at their own pace and comfort level. We used GPS in tandem with our map books until we were comfortable using GPS alone. We learned to also recognize the limits of GPS in certain remote areas and when connection is lost. We do not completely and totally rely on this technology, as we realize its limitations. We suggest adopting the same attitude about AI.
What is AI? The best definition that we have found is that AI is machine learning. Data is input into a computer program as opposed to just being stored there. Programmers can teach the program how to interpret the data and reach conclusions. As more and more data is entered, the program learns, thereby providing better and more accurate conclusions. Similar to a child’s ability to learn in school, practice and repetition leads to success and promotion to the next grade.
How can PROs use AI software in their businesses?
AI software has many applications that can save time and money. Among the most common uses are:
Customer Service – AI-powered software, called chatbots, installed on your company website can have scripted responses to customer frequently asked questions while also having the ability to recommend and arrange human interaction for more complex questions. This is available on a 24/7 basis. The more that chatbots are used, the more they are prepared to answer additional questions and, in more detail, when asked. Providing customers and potential customers with accurate and timely information is essential in today’s marketplace.
Productivity – AI can increase and enhance productivity in the office. Examples include:
- Ask AI to draft emails
- Create summaries of lengthy email threads
- Record notes during a meeting
- Analyze data from spreadsheets
- Research and analyze customer billing and payment history
- Streamline the payment process
- Increase general accounting knowledge
- Analyze work order data, photos, and driver notes to assess potential problems
- Polish verbiage in contracts, rental agreements, business plans and related documents
All of this work can then be edited, altered or changed by the office staff as needed.
Marketing Campaigns – Ask a chatbot — with access to marketing information and ideas — to produce specific ideas as to a marketing campaign for your company. Since AI is interactive, the initial ideas can be altered and improved by the follow-up questions and ideas that you initiate. Your marketing campaigns may yield professional results without paying professionals to create them.
AI is useful in assisting with the creation and posting of social media messages. In addition to suggesting ideas, posts can be scheduled for distribution in advance. AI can scan vast numbers of blogs related to our industry and suggest words and phrases for search engine optimization for your company. Website content and product descriptions can be further improved by the work of AI.
Customer Resource Management – AI CRM software allows you to collect data on customers, customer types and to better track leads for future customers. CRM allows you to monitor the success of marketing and advertising campaigns. You have access to data that you would not be able to collect otherwise.
Cybersecurity – AI has to the ability to boost your cybersecurity by looking at patterns of use of your company’s stored information, apps and software programs. AI can look for potential threats such as inquiries from other computer systems and apps that are outside the range of normal interaction.
Hiring – AI can look for key phrases, words and experiences that are compatible for positions you need to fill. This search can be done over large numbers of resumes and job applications, saving time and narrowing the field of potential job candidates.
Translation – With AI technology, all written information such as forms, product information, emails and presentation — in addition to entire conversations — can be easily translated into other languages without losing the intended meaning and with grammatical accuracy. Compose emails in your native language and AI will handle the rest. This feature of AI far surpasses traditional translation tools.
How do you access AI?
To begin exploring the various uses of AI, download a free chatbot service app. A chatbot is software that allows you to interact with the system in human-like conversations with users via chat. The mission of the software is to answer user questions. ChatGPT is one popular free service you can utilize to interact with AI. Don’t be intimidated; it is similar to working with any new app, explore and investigate! Since this is a relatively new technology there are plenty of tutorials and resources to offer help and suggestions. YouTube has several excellent introductory videos that show the actual screen views and step-by-step interaction with the specific app that you are using.
Other chatbot service apps include HelloAI, Google Assistant and Microsoft Bing.
Several AI programs are specific to your needs. As with all apps, some are free and others have a monthly subscription price. Examples include:
Writing Specific – Grammarly, Anyword, Jasper
Image Creation – Dall-E 2, Canva, Prisma Photo Editor
Meetings and Notetaking – Otter, MeetGeek, Sembly
Search Engine Optimization – Semrush, Surfer SEO, Frase
As with any emerging technology, new apps are constantly being released. Find those that seem to be of interest and check them out!
FINAL THOUGHTS
In today’s popular culture, AI is often depicted as robots that will take over the world, a narrative commonly seen in science fiction movies. AI is not meant to replace humans; rather, it is designed to enhance each person’s skill set, efficiency and potential. From a small-business perspective, think of AI as another tool used to help your business grow and become more productive and efficient — similar to how we adapted to GPS.
