Matching Items (2)
Description
Artificial intelligence (AI) is a burgeoning technology, industry, and field of study. While interest levels regarding its applications in marketing have not yet translated into widespread adoption, AI holds tremendous potential for vastly altering how marketing is done. As such, AI in marketing is a crucial topic to research. By analyzing its current applications, its potential use cases in the near future, how to implement it and its areas for improvement, we can achieve a high-level understanding of AI's long-term implications in marketing. AI offers an improvement to current marketing tactics, as well as entirely new ways of creating and distributing value to customers. For example, programmatic advertising and social media marketing can allow for a more comprehensive view of customer behavior, predictive analytics, and deeper insights through integration with AI. New marketing tools like biometrics, voice, and conversational user interfaces offer novel ways to add value for brands and consumers alike. These innovations all carry similar characteristics of hyper-personalization, efficient spending, scalable experiences, and deep insights. There are important issues that need to be addressed before AI is extensively implemented, including the potential for it to be used maliciously, its effects on job displacement, and the technology itself. The recent progression of AI in marketing is indicative that it will be adopted by a majority of companies soon. The long-term implications of vast implementation are crucial to consider, as an AI-powered industry entails fundamental changes to the skill-sets required to thrive, the way marketers and brands work, and consumer expectations.
ContributorsCannella, James (Author) / Ostrom, Amy (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Apple’s HomeKit framework centralizes control of smart home devices and allows users to create home automations based on predefined rules. For example, a user can add a rule to turn off all the lights in their house whenever they leave. Currently, these rules must be added through a graphical user interface provided by Apple or a third-party app on iOS. This thesis describes how a text-based language provides users with a more expressive means of creating complex home automations and successfully implements such a language. Rules created using this text-based format are parsed and interpreted into rules that can be added directly into HomeKit. This thesis also explores how security features should be implemented with this text-based approach. Since automations are run by the system without user interaction, it is important to consider how the system itself can provide functionality to address the unintended consequences that may result from running an automation. This is especially important for the text-based approach since its increase in expressiveness makes it easier for a user to make a mistake in programming that leads to a security concern. The proposed method for preventing unintended side effects is using a simulation to run every automation prior to actually running the automation on real-world devices. This approach allows users to code some conditions that must be satisfied in order for the automation to run on devices in the home. This thesis describes the creation of such a program that successfully simulates every device in the home. There were limitations, however, with Apple's HomeKit framework, which made it impractical to match the state of simulated devices to real devices in the home. Without being able to match the current state of the home to the current state of the simulation, this method cannot satisfy the goal of ensuring that certain adverse effects will not occur as a result of automations. Other smart home control platforms that provide more extensibility could be used to create this simulation-based security approach. Perhaps as Apple continues to open up their HomeKit platform to developers, this approach may be feasible within Apple's ecosystem at some point in the future.
ContributorsSharp, Trevor Ryan (Co-author) / Sharp, Trevor (Co-author) / Bazzi, Rida (Thesis director) / Doupe, Adam (Committee member) / Economics Program in CLAS (Contributor) / Department of Management and Entrepreneurship (Contributor) / Computer Science and Engineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05