AI experts from the region reveal how they apply it to their businesses

AI experts from the region reveal how they apply it to their businesses
AI experts from the region reveal how they apply it to their businesses

Ximena Diaz Alarcon She is CEO and co-founder of Youniversalan agency dedicated to market research, is Academic Director of the “People-Centric Business Design” Program at the Di Tella University and for two decades she has been a Senior Trends Analyst for the main markets in Latin America. In the panel “Unlocking levels of the future” the specialist reviewed the main trends in Artificial Intelligence and stated that it has come to challenge us humans and to rethink what is the true differential that we have to contribute. “For now, curiosity and spontaneity are what differentiate us,” she said.

Faced with the dilemma of whether AI is coming to take jobs away from humans, the Doctor in Sociology posed: “There is artificial intelligence and human stupidity in equal parts. Who wants to deal with a human who does not solve problems? But at the same time, who do you turn to when the chatbox does not understand? We will have to enhance artificial intelligence and combat human stupidity.” Going deeper into this line, she mentioned some notable developments in recent years, such as the AI ​​companions created by the company Replika to combat isolation and loneliness by always being available to the user, Metahumans, with the aim of training the user in any subject, level and language, or check-in using holograms that are already being used in some airports in Europe.

Regarding the personalization of the user experience, he mentioned other innovations such as Pillo Health, a platform that seeks to simplify patients’ health routines and performs functions such as notifying if an elderly member of the family has forgotten to take a medication. Other developments such as Smarty Life use artificial intelligence to personalize the visitor’s experience in museums. Or Revive locates a product using a photo and suggests the point of sale where to get it.

“In qualitative and quantitative research we see that people expect an ever-increasing level of personalization,” says the professional. In this line, she maintains that only between 1% and 13% of people can consume as they want at an ethical level and in accordance with their values. Although the main barrier they encounter has to do with price, there is great concern about the issue of sustainability. In this sense, she anticipates that we are beginning to see companies that, on the one hand, develop sustainable packaging and, on the other, that accept single-use packaging as part of payment.

Just as there are many brands that are aligning themselves with an increasingly personalized user experience, seeking to make life easier for consumers, Díaz Alarcón points out that there are also brands that address another important need of the population: the dopamine detox. Thus, Heineken launched the Boring Phone, a cell phone “like from the 2000s,” without social networks, seeking to encourage face-to-face interaction and proposing a back to basics.

For its part, Matias Muchnickfounder and CEO of NotCotells how he came to create a food company that relies on Artificial Intelligence to replicate animal products using plants and vegetables.

“How can we train an artificial intelligence algorithm to understand why we like the things we eat?” the entrepreneur asked, explaining that what artificial intelligence can do is understand that there are patterns between the molecular components of food and the human perception of color, flavor, texture and aroma. “If we hack our brains, we understand what we like,” he said.

NotCo is now divided into two: a purely plant-based food company and a technology and technological outsourcing company for the global food environment. “We started using artificial intelligence in 2015 when it was not as mainstream as it is today. It allowed us to generate plant-based products that replicated the flavor, color, texture and aroma of animal products. By doing that and taking the animal out of the equation, we generated the same sensory experience using much less water, land and energy,” said the Business Administration graduate.

“The challenge was flavor. As a consumer, you can’t sacrifice flavor to eat something that’s good for the planet. We have a lot of problems in life, the last thing we want to sacrifice is what we eat when we get home to eat after work,” said the businessman. NotCo’s algorithm, which they called Giuseppe, allowed them to find that the combination of vegetable ingredients such as cabbage and pineapple creates the flavor of milk or that strawberry and tomato recreate the flavor of chicken.

“Giuseppe” is considered “a co-pilot for our research and development company” because it allows them to generate products faster, more efficiently and at a lower cost than any other company. They use it from packaging design to the product and the concept. “We have a Concept Generator that generated 25 products for us in 3 hours of operation. That is the difference in using artificial intelligence, not having it because you have to have it, but because it really helps you,” Muchnick said.

Along these lines, he stated that in the industry many large companies are acting under the mandate that “we must have artificial intelligence” but without being clear about what they need it for. “It is like green washing but of technology, they say they have AI and in reality they have an Excel optimizer” the specialist ironically said. “A technology company has to be accustomed to a lot of change and very often, but large companies have a hard time, they are mammoths that move more and more slowly culturally in terms of processes, at NotCo we are enemies of the process”, he declared.

Regarding his positioning in the market, the Chilean businessman shares the formula for success: “The product experience has to be atomic and the price convenient.”

Martin Rabagliais a systems engineer and CEO of Genoshaan Argentine digital creative agency that integrates artificial intelligence into its processes. “It is the copilot and an essential part of what we do to create new things. It allows us to bring ideas to reality in a different way and faster and to better explain to our clients what we want to achieve and produce. Before AI, timeframes and budgets were very broad and sometimes it was not possible. Now we imagine it and it comes out. This direct access to the imagination allows us a lot of things,” he explained.

He also revealed that Genosha is working on two projects that feature AI: an animated kitchen assistant that takes what’s in your fridge and tells you what you can cook, and a dynamic anti-ban tool for streamers that allows you to predict when the host is about to get angry and prevents them from appearing on the stream.

As artificial intelligence is incorporated into all industries, it is gaining more and more specific uses and this was the subject of several talks on the first day of IDEA Management Experience, within the framework of an event “The impact of Artificial Intelligence on Argentine companies” by IDEA, which brought together more than 1,200 people interested in innovation, management and leadership.

 
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