Post your substantive responses (minimum of 250 words excluding references) to the discussion questions and respond with a substantive response/interaction, to a minimum of 2 colleagues by Monday 11:59pm. Please respond to the discussion questions using complete sentences, cite sources for theories, research or ideas from the readings.
To answer the questions in this forum, please refer to Case Study 5.1 on page 121 and respond to the following questions.
Case 5.1: Making Decisions Using Machine Learning at Lufthansa
This case focuses on the adoption of machine learning to drive decision making at Lufthansa. The company is at the forefront of utilizing big data to analyze customer interactions and drive faster decision making. This case allows you to connect these cutting-edge practices to the seemingly soft-science of decision making and see the immediate impact on employees and customers alike. A variety of interactions are tracked in real time and artificial intelligence can compare past interactions with what is happening in the current moment. For example, this enables quick response time for customer facing Lufthansa employees, ultimately driving customer satisfaction and employee confidence.
Question 1. What are the privacy issues related to the use of big data to personalize marketing? Discuss the pros and cons of using data without customer knowledge?
Question 2. Explain whether you believe that AI will someday eliminate certain jobs such as call center employees. What are the pros and cons of AI for employees?
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