Neurorobotics is the combined study of neuroscience, robotics, and artificial intelligence. It is the science and technology of embodied autonomous neural systems. Neural systems include brain-inspired algorithms (e.g. connectionist networks), computational models of biological neural networks (e.g. artificial spiking neural networks, large-scale simulations of neural microcircuits) and actual biological systems (e.g. in vivo and in vitro neural nets). Such neural systems can be embodied in machines with mechanic or any other forms of physical actuation. This includes robots, prosthetic or wearable systems but also, at smaller scale, micro-machines and, at the larger scales, furniture and infrastructures. Neurorobotics is that branch of neuroscience with robotics, which deals with the study and application of science and technology of embodied autonomous neural systems like brain-inspired algorithms. It is based on the idea that the brain is embodied and the body is embedded in the environment. Therefore, most neurorobots are required to function in the real world, as opposed to a simulated environment. Beyond brain-inspired algorithms for robots neurorobotics may also involve the design of brain-controlled robot systems. == Major classes of models == Neurorobots can be divided into various major classes based on the robot's purpose. Each class is designed to implement a specific mechanism of interest for study. Common types of neurorobots are those used to study motor control, memory, action selection, and perception. === Locomotion and motor control === Neurorobots are often used to study motor feedback and control systems, and have proved their merit in developing controllers for robots. Locomotion is modeled by a number of neurologically inspired theories on the action of motor systems. Locomotion control has been mimicked using models or central pattern generators, clumps of neurons capable of driving repetitive behavior, to make four-legged walking robots. Other groups have expanded the idea of combining rudimentary control systems into a hierarchical set of simple autonomous systems. These systems can formulate complex movements from a combination of these rudimentary subsets. This theory of motor action is based on the organization of cortical columns, which progressively integrate from simple sensory input into a complex afferent signals, or from complex motor programs to simple controls for each muscle fiber in efferent signals, forming a similar hierarchical structure. Another method for motor control uses learned error correction and predictive controls to form a sort of simulated muscle memory. In this model, awkward, random, and error-prone movements are corrected for using error feedback to produce smooth and accurate movements over time. The controller learns to create the correct control signal by predicting the error. Using these ideas, robots have been designed which can learn to produce adaptive arm movements or to avoid obstacles in a course. === Learning and memory systems === Robots designed to test theories of animal memory systems. Many studies examine the memory system of rats, particularly the rat hippocampus, dealing with place cells, which fire for a specific location that has been learned. Systems modeled after the rat hippocampus are generally able to learn mental maps of the environment, including recognizing landmarks and associating behaviors with them, allowing them to predict the upcoming obstacles and landmarks. Another study has produced a robot based on the proposed learning paradigm of barn owls for orientation and localization based on primarily auditory, but also visual stimuli. The hypothesized method involves synaptic plasticity and neuromodulation, a mostly chemical effect in which reward neurotransmitters such as dopamine or serotonin affect the firing sensitivity of a neuron to be sharper. The robot used in the study adequately matched the behavior of barn owls. Furthermore, the close interaction between motor output and auditory feedback proved to be vital in the learning process, supporting active sensing theories that are involved in many of the learning models. Neurorobots in these studies are presented with simple mazes or patterns to learn. Some of the problems presented to the neurorobot include recognition of symbols, colors, or other patterns and execute simple actions based on the pattern. In the case of the barn owl simulation, the robot had to determine its location and direction to navigate in its environment. === Action selection and value systems === Action selection studies deal with negative or positive weighting to an action and its outcome. Neurorobots can and have been used to study simple ethical interactions, such as the classical thought experiment where there are more people than a life raft can hold, and someone must leave the boat to save the rest. However, more neurorobots used in the study of action selection contend with much simpler persuasions such as self-preservation or perpetuation of the population of robots in the study. These neurorobots are modeled after the neuromodulation of synapses to encourage circuits with positive results. In biological systems, neurotransmitters such as dopamine or acetylcholine positively reinforce neural signals that are beneficial. One study of such interaction involved the robot Darwin VII, which used visual, auditory, and a simulated taste input to "eat" conductive metal blocks. The arbitrarily chosen good blocks had a striped pattern on them while the bad blocks had a circular shape on them. The taste sense was simulated by conductivity of the blocks. The robot had positive and negative feedbacks to the taste based on its level of conductivity. The researchers observed the robot to see how it learned its action selection behaviors based on the inputs it had. Other studies have used herds of small robots which feed on batteries strewn about the room, and communicate its findings to other robots. === Sensory perception === Neurorobots have also been used to study sensory perception, particularly vision. These are primarily systems that result from embedding neural models of sensory pathways in automatas. This approach gives exposure to the sensory signals that occur during behavior and also enables a more realistic assessment of the degree of robustness of the neural model. It is well known that changes in the sensory signals produced by motor activity provide useful perceptual cues that are used extensively by organisms. For example, researchers have used the depth information that emerges during replication of human head and eye movements to establish robust representations of the visual scene. == Biological robots == Biological robots are not officially neurorobots in that they are not neurologically inspired AI systems, but actual neuron tissue wired to a robot. This employs the use of cultured neural networks to study brain development or neural interactions. These typically consist of a neural culture raised on a multielectrode array (MEA), which is capable of both recording the neural activity and stimulating the tissue. In some cases, the MEA is connected to a computer which presents a simulated environment to the brain tissue and translates brain activity into actions in the simulation, as well as providing sensory feedback The ability to record neural activity gives researchers a window into a brain, which they can use to learn about a number of the same issues neurorobots are used for. An area of concern with the biological robots is ethics. Many questions are raised about how to treat such experiments. The central question concerns consciousness and whether or not the rat brain experiences it. There are many theories about how to define consciousness. == Implications for neuroscience == Neuroscientists benefit from neurorobotics because it provides a blank slate to test various possible methods of brain function in a controlled and testable environment. While robots are more simplified versions of the systems they emulate, they are more specific, allowing more direct testing of the issue at hand. They also have the benefit of being accessible at all times, while it is more difficult to monitor large portions of a brain while the human or animal is active, especially individual neurons. The development of neuroscience has produced neural treatments. These include pharmaceuticals and neural rehabilitation. Progress is dependent on an intricate understanding of the brain and how exactly it functions. It is difficult to study the brain, especially in humans, due to the danger associated with cranial surgeries. Neurorobots can improved the range of tests and experiments that can be performed in the study of neural processes.
NASA AI Assisted-Air Quality Monitoring Project
The NASA Expert-System Ion Trap Mass Spectrometer (ES-ITMS) Project was a public-private partnership to develop an artificial intelligence assisted, air quality monitoring system and was qualified for use on the Space Shuttle. The partnership was also the first cost and intellectual property shared public-partnership implemented by NASA, which used the commercial Research and Development Limited Partnership (RDLP) model that had been adopted by the Reagan Administration for Department of Defense semiconductor development, and recommended for use by NASA for space commercialization. The project partners included NASA, the University of Florida and Finnigan MAT Corporation, was organized and administered by the NASA Joint Enterprise Institute (subsequently NASA Joint Sponsored Program) and ran from 1988 through 1990. The partnership concluded final testing in 1991, generating four patents, expert system software and application protocol reports. The system was space qualified for use on the Shuttle and elements of the ES-ITMS system were integrated into the product Improvements for Finnigan MAT corporation. The success of the partnership lead NASA to create a pilot program to develop partnership business models as an ongoing management practice. == Purpose and objectives == The need to monitor air quality in confined spaces represented an increasing challenge for NASA's planned space missions and private sector facility managers facing the increased scrutiny of possible air contaminants. Up to the early 1980's, air quality monitors generally required large spaces and human technicians to interpret readings. This created a need for miniaturized air quality monitors that could generate reliable and accurate analytic results without on-site technician presence. NASA initiated projects to develop..."mobile and/or portable mass spectrometers" that evaluated the "tradeoff between instrumentation capabilities and space, weight and power considerations." NASA selected a "commercial ITMS instrument capable of generating electron ionization, chemical ionization and mass spectrometry data", to develop a linked expert system to accomplish analysis without human intervention. The commercial instrumentation was from Finnigan MAT corporation while the scientific expertise to support expert system development was available at the University of Florida. The project managers at NASA Ames created a single, integrated project using the RDLP model with objectives to: Develop AI/expert system software for instrument control (NASA's role) Expand sensitivity, selectivity and speed of the spectrometer (Univ Florida role) Expand the spectrometer analytic capability and automate the screening (Finnigan role) == Membership == The partnership included seven specialists from five member organizations: Federal Government National Aeronautics and Space Administration (NASA) NASA Ames Research Center (ARC) NASA Kennedy Space Center (KSC) Commercial Finnigan MAT Corporation (Thermo-Fisher Scientific) TGS Technology, Inc. Research Management University of Florida == Organization, management and administration == The technical project was organized into two development teams, one located in at the NASA Ames Research Center covering expert systems and analytic capabilities and one in Florida covering improved sensitivity and testing. The partnership management and administration was provided by a non-profit, partnership support organization: the Joint Enterprise Institute operating through San Francisco State University Foundation (SFSUF) with a NASA employee liaison, Syed Shariq. == Public-private partnership == The partnership structure was as a prototype test of a pilot NASA program to develop public-private partnership business models. The pilot program was known as the NASA Joint Sponsored Research Program (JSRP), which operated as the NASA Joint Enterprise Institute between 1988 and 1991. The partnership was the first public-private, research and development partnership implemented by NASA in response to national policy shifts to increase technology transfer and space commercialization. The partnership structure included a two year technology development and testing plan that cost $610,000, of which NASA funded $310,000, Finnigan $175,000 and the University of Florida $95,000. == Results and commercialization == The project generated patents (4), software (2) and application protocol reports (8). NASA gained use of the patents and jointly development software while Finnigan received commercial utilization rights. The results were commercialized within eighteen months of project completion. == Recognition == NASA recognized the project as a space qualified instrument. Its achievements were reported to the NASA Administrator, directly leading to establishment of the agency-wide Joint Sponsored Research Program.
AlphaTensor
AlphaTensor is an artificial intelligence system developed by DeepMind for discovering efficient matrix multiplication algorithms using reinforcement learning. Introduced in 2022, the system was based on AlphaZero and formulated the search for matrix multiplication algorithms as a single-player game called TensorGame. AlphaTensor was designed to search for new ways to multiply matrices with fewer scalar multiplication operations. Matrix multiplication is a fundamental operation in linear algebra, numerical analysis, scientific computing, computer graphics, and machine learning. The system discovered thousands of matrix multiplication algorithms, including algorithms that rediscovered known human-designed methods and others that improved on previously known results for particular matrix sizes and mathematical settings. == Background == Matrix multiplication is one of the basic operations in numerical computing. The standard algorithm for multiplying two square matrices has cubic time complexity, while faster algorithms such as the Strassen algorithm reduce the number of multiplication operations by using more complex algebraic decompositions. Finding optimal matrix multiplication algorithms can be difficult because it involves searching through a large space of possible tensor decompositions. AlphaTensor approached this problem by representing algorithm discovery as TensorGame, in which each move corresponds to an operation that reduces a tensor representing matrix multiplication. The goal of the game is to find a low-rank decomposition of the matrix multiplication tensor, corresponding to an efficient multiplication algorithm. == Development == AlphaTensor was developed by DeepMind and described in a paper published in Nature in October 2022. The system built on the reinforcement-learning approach used in AlphaZero, which had previously been applied to games such as Go, chess, and shogi. Unlike those games, TensorGame involved a very large search space, requiring changes to the AlphaZero-style search method and neural network architecture. DeepMind released source code and discovered algorithms associated with the publication through a public GitHub repository. == Results == AlphaTensor discovered matrix multiplication algorithms over both standard arithmetic and finite fields. One widely reported result was a method for multiplying 4 × 4 matrices over the field with two elements using 47 multiplication operations, improving on the 49 operations required by applying Strassen's algorithm recursively in that setting. The system also found algorithms optimized for particular computer hardware, including algorithms designed for graphics processing units and Tensor Processing Units. DeepMind stated that some of the hardware-specific algorithms improved practical execution time compared with commonly used algorithms on the tested hardware. == Significance == AlphaTensor was described as an example of using machine learning not only to apply existing algorithms, but to assist in discovering new ones. The work was connected to broader research in algorithm discovery, automated machine learning, program synthesis, and computational complexity theory, especially the open problem of determining the optimal complexity of matrix multiplication. AlphaTensor later became part of a broader group of Google DeepMind systems for algorithm and mathematical discovery, alongside systems such as AlphaDev and AlphaEvolve.
E-Science librarianship
E-Science librarianship refers to a role for librarians in e-Science. == Early scholars == Early references to e-Science and librarianship involve information studies scholars researching cyberinfrastructure and emerging networked information and knowledge communities. Notably Christine Borgman, Professor and Presidential Chair in Information Studies at the University of California, Los Angeles (UCLA) was a key player in bringing e-Science, and the idea of networked knowledge communities, to the attention of the library profession. In 2004, as a visiting fellow at the Oxford Internet Institute, she conducted research and lectured publicly on e-Science, Digital Libraries, and Knowledge Communities. In 2007 Anna K. Gold, formerly of MIT and Cal Poly, San Luis Obispo, authored a series of articles in D-Lib Magazine that opened the door for academic libraries to begin exploring roles, skills, and strategies for engaging in e-Science: Cyberinfrastructure, Data, and Libraries, Part 1: A Cyberinfrastructure Primer for Librarians and Cyberinfrastructure, Data, and Libraries, Part 2: Libraries and the Data Challenge: Roles and Actions for Libraries. == Academic research and health sciences libraries == In 2007, the Association of Research Libraries (ARL) e-Science task force issued its report on e-Science and librarianship. The ARL's report encouraged its member libraries to position themselves to engage with researchers involved in e-Science (eScience) by cultivating new research support strategies and developing their digital scholarship infrastructure. E-Science has multiple attributes; Tony and Jessie Hey framed e-Science for the library community by characterizing it as a research methodology: "e-Science is not a new scientific discipline in its own right: e-Science is shorthand for the set of tools and technologies required to support collaborative, networked science". In addition to academic libraries' interests in providing support for their researchers engaging in e-Science, the health sciences library community also emerged as a major proponent for creating librarian positions for supporting the information needs of large-scale, networked, research collaborations on their campuses. Neil Rambo, current director of NYU's Health Sciences Library and former director of University of Washington Health Sciences Library, was the first to use the term in the Journal of the Medical Library Association, in his 2009 editorial e-Science and the Biomedical Library. Rambo's definition of e-Science highlighted the potential e-Science held for creating data as a research product: "E-science is a new research methodology, fueled by networked capabilities and the practical possibility of gathering and storing vast amounts of data." In response to this article the University of Massachusetts Medical School Lamar Soutter Library and National Network of Libraries of Medicine, New England Region encouraged health sciences libraries to cooperate to identify skills and develop a program for training e-Science Librarians. Then, in 2013, Shannon Bohle, an archivist who was employed in the library at Cold Spring Harbor Laboratory, an NCI-designated basic cancer research facility, used experience gained there and previous papers and presentations about preserving scientific archival materials to expand the traditional definition of e-Science by including the terms, principles, and practices used in archival science. These included in the definition the "long-term storage and accessibility of all materials generated through the scientific process," as well as examples of material types traditionally preserved in archives, like "electronic/digitized laboratory notebooks, raw and fitted data sets, manuscript production and draft versions, pre-prints," as well as library materials ("print and/or electronic publications"). == Roles == Many areas of science are about to be transformed by the availability of vast amounts of new scientific data that can potentially provide insights at a level of detail never before envisaged. However, this new data dominant era brings new challenges for the scientists and they will need the skills and technologies both of computer scientists and of the library community to manage, search and curate these new data resources. Libraries will not be immune from change in this new world of research. Karen Williams identifies roles in the following areas for librarians in the developing world of e-Science. Campus Engagement Content/Collection Development and Management Teaching and Learning Scholarly Communication E-Scholarship and Digital Tools Reference/Help Services Outreach Fund Raising Exhibit and Event Planning Leadership == Challenges for research libraries == E-science tends toward inter- and multidisciplinary approaches that depend on computation and computer science. Research libraries have traditionally been discipline focused and, although increasingly technologically sophisticated, do not have systems of the scale or complexity of the e-science environment. E-science is data intensive, but research libraries have not typically been responsible for scientific data. E-science is frequently conducted in a team context, often distributed across multiple institutions and on a global scale. The primary constituency of libraries generally comprises those affiliated with the local institution. Licenses for electronic content are typically restricted to a particular institutional community, and the infrastructure to move institutional licenses into a multi-institutional environment is not well developed. E-science challenges all these traditional paradigms of research library organization and services. == Skills == Garritano & Carlson were among the first to outline a skill set for librarians seeking to support the data needs of e-Science; they identified five skill categories librarians new to this area should expect to adapt or develop when participating on such projects: Library and information science expertise Subject expertise Partnerships and outreach (both internal and external) Participating in sponsored research Balancing workload An example of librarians reconfiguring traditional librarian skills to meet the needs of researchers engaging in e-Science is Witt & Carlson's adaptation of the traditional reference interview into a "data interview" in order to provide effective data management and e-Science services. This interview consists of ten practical queries necessary for understanding the provenance and expectations for the preservation of datasets typical of e-Science that also help illustrate some of the educational tools and skills needed by a librarian new to e-Science. "What is the story of the data? What form and format are the data in? What is the expected lifespan of the dataset? How could the data be used, reused, and repurposed? How large is the dataset, and what is its rate of growth? Who are the potential audiences for the data? Who owns the data? Does the dataset include any sensitive information? What publications or discoveries have resulted from the data? How should the data be made accessible?" == Resources == In 2009 the Lamar Soutter Library at the University of Massachusetts Medical School (UMMS) and the National Network of Libraries of Medicine, New England Region (NN/LM NER) funded an e-Science program for building the skills highlighted above for librarians. Elaine Russo Martin, Director of Library Services at the Lamar Soutter Library and Director of the NN/LM NER developed this comprehensive e-Science program to build librarians' subject expertise in the sciences, developing their data management skills, and their familiarity with cyberinfrastructure and e-Science. Three major products of this program are the e-Science web portal for librarians, the E-Science Symposium, and the New England Collaborative Data Management Curriculum (NECDMC). This portal includes educational resources for specific tools and subject/discipline tutorials and modules to assist librarians new to e-Science. UMMS and NN/LM NER also publish an open access journal called the Journal of eScience Librarianship.
Ontology alignment
Ontology alignment, or ontology matching, is the process of determining correspondences between concepts in ontologies. A set of correspondences is also called an alignment. The phrase takes on a slightly different meaning, in computer science, cognitive science or philosophy. == Computer science == For computer scientists, concepts are expressed as labels for data. Historically, the need for ontology alignment arose out of the need to integrate heterogeneous databases, ones developed independently and thus each having their own data vocabulary. In the Semantic Web context involving many actors providing their own ontologies, ontology matching has taken a critical place for helping heterogeneous resources to interoperate. Ontology alignment tools find classes of data that are semantically equivalent, for example, "truck" and "lorry". The classes are not necessarily logically identical. According to Euzenat and Shvaiko (2007), there are three major dimensions for similarity: syntactic, external, and semantic. Coincidentally, they roughly correspond to the dimensions identified by Cognitive Scientists below. A number of tools and frameworks have been developed for aligning ontologies, some with inspiration from Cognitive Science and some independently. Ontology alignment tools have generally been developed to operate on database schemas, XML schemas, taxonomies, formal languages, entity-relationship models, dictionaries, and other label frameworks. They are usually converted to a graph representation before being matched. Since the emergence of the Semantic Web, such graphs can be represented in the Resource Description Framework line of languages by triples of the form
IPUMS
IPUMS, originally the Integrated Public Use Microdata Series, is the world's largest individual-level population database. IPUMS consists of microdata samples from United States (IPUMS-USA) and international (IPUMS-International) census records, as well as data from U.S. and international surveys. The records are converted into a consistent format and made available to researchers through a web-based data dissemination and analysis system. IPUMS is housed at the Institute for Social Research and Data Innovation (ISRDI), an interdisciplinary research center at the University of Minnesota, under the direction of Professor Steven Ruggles. == Description == IPUMS includes all persons enumerated in the United States censuses from 1850 to 1950 (though, the 1890 census is missing because it was destroyed in a fire) and from the American Community Survey since 2000 and the Current Population Survey since 1962. IPUMS includes household-level data for United States Censuses from 1790 to 1840, due to the first six censuses only including the name of the head of household, with tallied household totals following. IPUMS provides consistent variable names, coding schemes, and documentation across all the samples, facilitating the analysis of long-term change. IPUMS-International includes countries from Africa, Asia, Europe, and Latin America for 1960 forward. The database currently includes more than a billion individuals enumerated in 365 censuses from 94 countries around the world. IPUMS-International converts census microdata for multiple countries into a consistent format, allowing for comparisons across countries and time periods. Special efforts are made to simplify use of the data while losing no meaningful information. Comprehensive documentation is provided in a coherent form to facilitate comparative analyses of social and economic change. Additional databases in the IPUMS family include the: North Atlantic Population Project (NAPP) IPUMS National Historical Geographic Information System (NHGIS) IPUMS Health Surveys IPUMS Global Health IPUMS Time Use The Journal of American History described the effort as "One of the great archival projects of the past two decades." Liens Socio, the French portal for the social sciences, gave IPUMS the only “best site” designation that has gone to any non-French website, writing “IPUMS est un projet absolument extraordinaire...époustouflante [mind-blowing]!” The official motto of IPUMS is "use it for good, never for evil." All public IPUMS data and documentation are available online free of charge.
Artificial intelligence in marketing
Artificial intelligence marketing (AI marketing) is a form of marketing that uses artificial intelligence concepts and models such as machine learning, natural language processing, and computer vision to achieve marketing goals. The main difference between AI marketing and traditional forms of marketing reside in the reasoning, which is performed through a computer algorithm rather than a human. Each form of marketing has a different technique to the core of the marketing theory. Traditional marketing directly focuses on the needs of consumers; meanwhile some believe the shift AI may cause will lead marketing agencies to manage consumer needs instead. AI is used in various digital marketing spaces, such as content marketing, email marketing, online advertisement (in combination with machine learning), social media marketing, affiliate marketing, and beyond. == Historical development == AI in marketing has a long history, which goes all the way back to the 1980s. At this time, AI research was focusing on expert systems and robotics. Despite the initial research and the studies that were carried out, AI adoption remained limited. Research on it came to a stop for a while, until research was revived two decades later with the advancement in technology, the rise of big data, and a significant increase in computational power. Eventually, AI became very popular in the marketing world, and caught the eyes of many researchers as well as professionals. A large‐scale bibliometric study covering 1,580 peer‑reviewed papers published between 1982 and 2020 confirms that scholarly output on AI in marketing has surged since 2017, with Expert Systems with Applications emerging as the most prolific outlet. Prior to the application of artificial Intelligence in marketing, there was something called "collaborative filtering". This was used as early as 1998 by Amazon, and one of the first ways companies predicted consumer behavior, which enabled millions of recommendations to different customers. Personalized recommender systems are now widely used, for example to suggest music on Spotify, or TV shows on Netflix. A big milestone in AI marketing happened in 2014, when programmatic ad buying gained much greater popularity. Marketing consists of numerous manual tasks such as researching target markets, insertion orders, and managing high budgets as well as prices. In order to cut costs, and remove the need for these tedious tasks, many companies started to automate the marketing process with AI. In 2015, Google introduced RankBrain, a machine learning component of its search algorithm designed to interpret the intent behind user queries. RankBrain was followed by further AI-based search updates, including BERT in 2019, which improved the understanding of conversational queries, and the Multitask Unified Model (MUM) in 2021, which is multimodal and processes information across 75 languages. These advances shifted search engine optimization practice away from keyword matching toward content that satisfies user intent. Artificial intelligence is increasingly used in marketing to personalize user experiences and automate decision-making. For example, Netflix uses AI algorithms to recommend content based on viewing history, while Sephora employs chatbots to assist customers with product selection and availability. Programmatic advertising platforms like Google Ads leverage machine learning to optimize bidding strategies and target audiences more effectively. These applications demonstrate how AI enhances efficiency, engagement, and conversion rates across digital channels. === Artificial neural networks === An artificial neural network is a form of computer program modeled on the brain and nervous system of humans. Neural networks are composed of a series of interconnected processing neurons that function in unison to achieve certain outcomes. Using “human-like trial and error learning methods neural networks detect patterns existing within a data set ignoring data that is not significant while emphasizing the data which is most influential”. From a marketing perspective, neural networks are a form of software tool used to assist in decision making. Neural networks are effective in gathering and extracting information from large data sources and have the ability to identify cause and effect within tha data. These neural nets through the process of learning, identify relationships and connections between databases. Once knowledge has been accumulated, neural networks can be relied on to provide generalizations and can apply past knowledge and learning to a variety of situations. Neural networks help fulfill the role of marketing companies through effectively aiding in market segmentation and measurement of performance while reducing costs and improving accuracy. Due to their learning ability, flexibility, adaption, and knowledge discovery, neural networks offer many advantages over traditional models. Neural networks can be used to assist in pattern classification, forecasting and marketing analysis. == Tools and uses == Classification of customers can be facilitated through the neural network approach allowing companies to make informed marketing decisions. An example of this was employed by Spiegel Inc., a firm dealing in direct-mail operations that used neural networks to improve efficiencies. Using software developed by NeuralWare Inc., Spiegel identified the demographics of customers who had made a single purchase and those customers who had made repeat purchases. Neural networks where then able to identify the key patterns and consequently identify the customers that were most likely to repeat purchase. Understanding this information allowed Spiegel to streamline marketing efforts, and reduced costs. Sales forecasting “is the process of estimating future events with the goal of providing benchmarks for monitoring actual performance and reducing uncertainty". Artificial intelligence techniques have emerged to facilitate the process of forecasting through increasing accuracy in the areas of demand for products, distribution, employee turnover, performance measurement, and inventory control. An example of forecasting using neural networks is the Airline Marketing Assistant/Tactician; an application developed by BehabHeuristics which allows for the forecasting of passenger demand and consequent seat allocation through neural networks. This system has been used by National air Canada and USAir. Neural networks provide a useful alternative to traditional statistical models due to their reliability, time-saving characteristics and ability to recognize patterns from incomplete or noisy data. Examples of marketing analysis systems includes the Target Marketing System developed by Churchull Systems for Veratex Corporation. This support system scans a market database to identify dormant customers allowing management to make decisions regarding which key customers to target. When performing marketing analysis, neural networks can assist in the gathering and processing of information ranging from consumer demographics and credit history to the purchase patterns of consumers. Predictive analytics is a form of analytics involving the use of historical data and artificial intelligence algorithms to predict future trends and outcomes. It serves as a tool for anticipating and understanding user behavior based on patterns found in data. Predictive analytics uses artificial intelligence machine learning algorithms to recognize and predict patterns within data. Machine learning algorithms analyze the data, recognize patterns, and make predictions through continuous learning and adaptation. Predictive analytics is widely used across businesses and industries as a way to identify opportunities, avoid risks, and anticipate customer needs based on information derived from the analysis of user data. By analyzing historical customer data, artificial intelligence algorithms can deliver relevant and targeted marketing content. Recent systematic reviews show that generative large‑language models such as GPT‑3 and GPT‑4 are now routinely embedded in predictive‑analytics pipelines to mine unstructured market data and anticipate customer intent with greater precision. Personalization engines use artificial intelligence and machine learning to provide content or advertisements that are relevant to the user. User data is gathered, which then gets processed with machine learning, and patterns and trends among the users are identified. Users with shared characteristics or behaviors are then segmented into groups, and the personalization engine adjusts content and advertisements to match each segment's preferences. By processing a large amount of data, personalization engines are able to match users to advertisements and recommendations that align with their interests or preferences. Field evidence from consumer‑goods and electronics firms indicates that AI‑driven personalization can raise