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ARTIFICIAL INTELLIGENCE FOR BIG DATA: POTENTIAL AND RELEVANCE

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 International Acadmey of Engineering and Medical Research, 2016
Volume-1, ISSUE-1
Published Online October-November 2016 in IAEMR (http://www.iaemr.com)
ARTIFICIAL INTELLIGENCE FOR BIG DATA:
POTENTIAL AND RELEVANCE
Mubashir Hussain
Department of Computer Sciences & IT
University of Jammu
Jammu-180006
mubashirmcaju13@gmail.com
Abstract— Artificial intelligence (AI) concerns the
study and development of intelligent machines and
software. The associated ICT research is highly technical
and specialized, and its focal problems include the
developments of software that can reason, gather
knowledge, plan intelligently, learn, communicate,
perceive and manipulate objects. AI also allows users of
big data to automate and enhance complex descriptive and
predictive analytical tasks that, when performed by
humans, would be extremely labour intensive and time
consuming. Thus, unleashing AI on big data can have a
significant impact on the role data plays in deciding how
we work, how we travel and how we conduct business.
This paper explores how Artificial Intelligence, in
conjunction with Big Data technologies, can help
organizations to bring about operational and business
transformation.
Keywords— Big data, Artificial Intelligence, Data Mining,
ICT, Machine Learning.
I. INTRODUCTION
Big data describes the stunningly increasing growth,
availability and utilization of information in today’s world.
The continuously increasing volume of structured and
unstructured information, the variety of it, and the speed with
which it is generated, through social media, sensor data as
well as transaction data, poses today’s leaders and specialists
with both increased opportunities and devilish challenges.
With big data benefitting from increased storage capabilities,
thinking moves away from what records to keep to ponder the
question of how to make sense of these large volumes of data.
About 90% of all data in the world has been generated in the
last two years, coming in from traditional databases, text
documents, email, meter-collected data, video, audio, stock
1
Jatinder Manhas
Department of Computer Sciences & IT
University of Jammu
Jammu-180006
manhas.jatinder@gmail.com
ticker data and financial transactions. It is estimated that of all
this data, only 20 percent is numeric, leaving 80% of non-
numeric data. The sources and channels through which this
data manifests is manifold. To access this data, to determine
its relevance and to figure out ways to turn it to their
advantage, businesses have turned to a subdivision of
computer science that since its conception has spoken to the
imagination: artificial intelligence.
Artificial intelligence (AI, sometimes also referred to as
‘machine learning’) aims to study and develop intelligent
machines and software. The associated ICT research is highly
technical and specialized, and its focal problems include the
development of software that can reason, gather knowledge,
plan intelligently, learn, communicate, perceive, and
manipulate objects. A distinction is made between ‘strong AI’
(intelligent software that matches or supersedes human
intelligence) and ‘applied AI’ (also called ‘narrow AI’ or
‘weak AI’).
Artificial intelligence is used in a variety of ways and can be
found across a large number of sectors, from assembly line
robots to advanced toys, and from speech recognition systems
to medical research. Its most common application is to find
patterns in data, which is why it is commonly applied in online
search engines and recommendation sites.
Artificial intelligence would allow users of big data to
automate and enhance complex descriptive and predictive
analytical tasks that would be extremely labour intensive and
time consuming if performed by humans. The scale on which
big data operates can exceed ordinary understanding. A
 International Acadmey of Engineering and Medical Research, 2016
Volume-1, ISSUE-1
Published Online October-November 2016 in IAEMR (http://www.iaemr.com)

popular example is offered by Google’s search term
correlation of a handful of search terms and the flue, which is
claimed to be the result of testing 450 million mathematical
models. Another is that of Google Translate, which, when
determining if the English word “light” should be translated to
French as “lumière” (referring to brightness) or “léger”
(referring to weight), is said to incorporate billions of pages of
translations into its judgment. These huge amounts of
computations on such vast amounts of data would make it
impossible for any human to uncover or emulate the precise
reasoning behind the choices the software makes.
However, counter to how artificial intelligence can be
portrayed in popular culture, it cannot yet make decisions for
its user. AI can only help users in making their decisions, and
as such can provide valuable methodologies with which to
engage big data challenges:
• Particle Swarm Optimization (PSO) is a computational
method used in data mining to efficiently harvest useful
information from big data, by iteratively improving candidate
solutions to optimize a given problem. These candidate
solutions (dubbed particles) can be moved around a search
spaces through simple mathematical formulae. These particles
follow flocking rules to form swarms, moving the swarm
towards solutions, eventually allowing a particle to find a
position that exceeds minimal requirements given to a
solution.
• Agent-based computational economics studies dynamic
systems of interacting agents and can be used to simulate
economic processes and even entire economies, through
agent-based models. In these models, the interaction of agents
is modeled according to rules that model behavior and social
interactions, which allows for behavioral forecasting as well as
price movements. This methodology requires expert
involvement in order for the rules and models to accurately
reflect reality, which then could tap into big data to provide
for dynamic, real time analysis and forecasting.
Unleashing artificial intelligence on big data in such a manner
can have a significant impact on the role data plays in deciding
how we work, how we travel and how we conduct business.
More and more aspects of our lives can become predictable,
from travel time to customer satisfaction to how long it will
take enabled bodied worker to complete a given task. Also,
artificial intelligence could provide this type of information
ahead of time, allowing for improved planning, scheduling,
and decision making, providing users with critical information
at the right time to make the best opportunities when they
present themselves. Moreover, tying the use of artificial
intelligence on big data to responsively designed user
applications allows for improved user experience that benefits
from receiving the required information based on interaction
context, without swiping, pinching, scrolling or clicking.
II. POTENTIAL AND RELEVANCE
The big data market is in a nascent stage and is expected to
develop as companies as well as public bodies seek to enhance
their competitive advantage by better understanding the ever-
growing amounts of data. Artificial intelligence offers the
technology and methodology to do so, and the market for
artificial intelligence-based tools and applications is growing
rapidly. Uptake of this trend can benefit European companies
as well as the EU-economy and labour market, as the
development and management of artificial intelligence
requires highly skilled workers in a multitude of fields.
2.1. Understanding the artificial intelligence market for big
data
It is difficult to quantify the exact size of the market for
artificial intelligence. Definitions of what should and should
not be considered artificial intelligence vary, as well as the
Euro-value estimations of current and future business. The
Economist estimates the data management and analytics
industry to be worth more than €56 billion and growing at
almost 10% a year [1]. The application of big data analytic
solutions has been estimated as having a €250 billion potential

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 International Acadmey of Engineering and Medical Research, 2016
Volume-1, ISSUE-1
Published Online October-November 2016 in IAEMR (http://www.iaemr.com)

annual value to Europe’s public sector administration [2].
However, it is hard to break down to what extend these
analytics can be considered artificial intelligence. Mind
Commerce values the 2013 artificial intelligence market at
€700 million, to grow exponentially over the coming years [3],
while Global Industry Analysts forecast the artificial
intelligence market to exceed €27 billion by 2015 (Figure
1)[4].
hard to gauge the share of this revenue that can be considered
artificial intelligence.
Figure 2: Segmentation of the big data market, 2011
Artificial intelligence can find use in many different sectors,
from advanced manufacturing to fundamental research in life
Sales

30000
HARDWARE SERVICES
31%
20000 44%

SOFTWARE
25%
10000

0 sciences. In any industry that deals with large amounts of data,

2012 2013 2014 2015 techniques and technologies based on artificial intelligence
Figure 1: Estimated AI Market Value (in EUR million) can be of value. Artificial intelligence solutions are by nature
Although widely considered very promising, the market for
multidisciplinary, involving computer science, mathematics,
artificial intelligence is at an early stage. As an academic
statistics and philosophical thinking. Some of the applications
discipline, it is recovering from its second and longest
of artificial intelligence have origins in academia, while others
academic winter since its conception half a century ago [5][6].
have been thought up by private companies or even
Those working on artificial intelligence notoriously disagree
individuals that managed to attract online business. The
on what artificial intelligence is actually about [7]. However,
artificial intelligence market and the market for analytics and
the emergence of big data has initiated what resembles a
decision making software some-what overlap, as artificial
renaissance for the idea that artificial intelligence might be of
intelligence technology can be the basis for software that
relevance beyond the academy.
supports, facilitates and improves analytics and decision
Overall, the big data market consists of companies offering
making. However, artificial intelligence technology also has
big data infrastructure, software solutions, or professional
big data applications outside of analytics and decision making,
services. Although market data is limited, it is estimated that
e.g. improving and executing negotiations or mediating
approximately €3.5 billion was generated in revenue in the big
between conflicting parties.
data market in 2011, in infrastructure, software and services
The companies featured in this case study do not yet generate
[8]. The relative market shares of these segments are shown in
stellar revenues, yet they all have started out small and their
Figure 2. Excluding hardware, the market for big data
number of staff has increased as their business grew. The
software and services can be estimated at €2.4 billion, yet it is
development and application of artificial intelligence is done

3
 International Acadmey of Engineering and Medical Research, 2016
Volume-1, ISSUE-1
Published Online October-November 2016 in IAEMR (http://www.iaemr.com)

by highly skilled professionals, most of them university nature of their applications as well as the tailoring than can be
graduates in computer sciences or mathematics. To required has leaded them to be physically located near some of
demonstrate the market in which they operate, and the impact their clients just the same.
these companies have on the regional economy and the society The companies studied in this report show that it is not
in which they are embedded, we will turn to the four uncommon for AI technology companies to start off in close
companies we have spoken to (Table 1). proximity to a university and several other technology
Comp Loca Business companies. After a while, when the company starts to grow
Success signals
any tion innovation and sales pick up, these companies open up sales and support
Footpath
technology, offices near their client base. In some cases, this means
mapping 3D establishing a physical presence on the other side of the world.
Entered multiple
Path visitor journeys
foreign markets, Table 2: Examples of the various sectors for
Intelli UK to generate data-
Winner of several
gence driven insights artificial intelligence on big data
technology awards.
into visitor and
customer
behavior Company Sector of Big Client Sector
VC funded, entered Data Market
Business numerous foreign Path Software / Retail, transport,
discovery markets, winners of Intelligence Services human logistics,
QlikV Swe platform, several awards entertainment
iew den allowing for including the Network venues
associative data Products Guide’s 2013 QlikView Software / Large variety of
exploration Hot Companies and SAS / sectors, including
Best Products Award, Services automotive, health
Making online care, education,
In use in major
interactions with and banking
implementations in
Expert Swe e-commerce Expertmaker Software / E-commerce
various industries and
maker den customers more SAS
in various parts of the
intelligent and CogniCor Software / Telecom
world
more precise SAS
2012 Most innovative
Complaint European Startup
Cogni Spai resolution and Award Winner, This was the case for Expertmaker, a company that decided to
Cor n negotiation selected for the keep its technology centre in Sweden whilst opening up a
technology Microsoft pre-
incubation programme. sales and support office in San Francisco to be in close
proximity of their clients in Silicon Valley. In a similar
Table 1: Company case studies fashion, QlikView, also from Sweden, has opened up sales
and support offices in nearly every country they sell to. Both
The innovations developed and commercialized by these
companies realised that their technology, although software
companies can be applied to a wide range of industries (Table
base and therefore scalable with relative ease, requires specific
2), which include the retail, transport, health care, telecom,
tailoring and customization for each customer as well as
and e-commerce sectors. These companies are highly
extensive introduction as to how best unlock the benefits of
internationalized, sometimes with physical presence in several
their artificial intelligence-based products.
countries. They have been able to grow and expand abroad, as
their solutions can be scaled with relative ease. However, the

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 International Acadmey of Engineering and Medical Research, 2016
Volume-1, ISSUE-1
Published Online October-November 2016 in IAEMR (http://www.iaemr.com)
2.2. The benefits of artificial intelligence
Artificial intelligence can provide unexpected business
intelligence for organizations, enhance knowledge on their
customers and improve customer interaction with the
company, and in some case even replace entire departments as
intelligent, learning machines perform tasks until now strictly
reserved for humans. Not surprisingly, demand for solutions
made possible by artificial intelligence is increasing in the
private sector as well as in the public sector.
The innovative solutions addressed in this report engage a
variety of demands and market gaps for applications driven by
artificial intelligence in different sectors. Path Intelligence
analyses and predicts human behavior to allow for better
spatial planning. CogniCor uses adaptive learning to have
computers negotiates with humans to mediate and resolve
complaints. QlikView’s associative experience provides
answers as fast as users can think up questions, while
Expertmaker offers the customers of e-commerce companies
an interaction experience that is similar to asking questions to
a flesh-and-blood sales person helping to find gift ideas.
III. CONCLUSION
Across industries, Big Data technology has tremendous
potential to leverage Machine Learning capabilities in
enabling accurate decision-making for superior performance.
There are many applications of Machine Learning techniques
in the manufacturing industry, but successful implementation
requires commitment from top management to enable changes
in processes, active involvement of operational resources,
availability of data, and collaboration with academia and
technology partners with expertise in Machine Learning
models and Big Data technology. Recent developments in
advanced computing, analytics, and low cost sensing have the
potential to bring about a transformation in the industry. The
implementation of Machine Learning and Big Data may drive
the next wave of innovation and may soon prove to be an
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unavoidable tactical move in achieving higher levels of
optimization.
IV. ACKNOWLEDMENT
This paper is the outcome of study done during previous few
years and will be helpful to students that are new to the field
as this will provide them with nut shell information regarding
this emerging field. It is also going to help with larger
perspective to the people in the field of academia, research and
web development to a greater extent.
V. REFERENCE
[1]. THE ECONOMIST. Feb 2010. Data, data everywhere.
[2]. MCKINSEY GLOBAL INSTITUTE, 2011, Big data, the
next frontier for innovation, competition and productivity,
available at:
http://www.mckinsey.com/insights/business_technology/bi
g_data_the_next_frontier_for_innovation
[3]. MARKET REPORTS ONLINE, 2013, Artificial
Intelligence in Big Data, Commercial Apps, Mobility and
Search, abstract available at
http://beforeitsnews.com/science-and-
technology/2013/04/global-artificial-intelligence-ai-
market-is-valued-at-us-900- million-by-year-end-2013-
2569204.html
[4]. GLOBAL INDUSTRIES ANALYSIS INC, 2009,
Artificial Intelligence – A Global Strategic Business
Report, abstract available at
http://www.strategyr.com/Artificial_Intelligence_AI_Mar
ket_Report.asp
[5]. CREVIER, DANIEL (1993), AI: The Tumultuous Search
for Artificial Intelligence, New York, NY: BasicBooks
[6]. HENDLER, JAMES (2007). "Where Are All the
Intelligent Agents?". IEEE Intelligent Systems 22 (3):2–3.
[7]. NILSSON, NILS (1983), "Artificial Intelligence Prepares
for 2001", AI Magazine 1 (1)
[8]. KELLY, J. 2013. Big Data Market Size and Vendor
Revenues. Wikibon Article.