Ii deep learning derived from machine learning deep

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ii. Deep Learning Derived from Machine Learning, Deep Learning is mainly concerned with algorithms that are inspired by artificial neural networks. Deep Learning techniques imitate how the human brain operates by using multiple layers of artificial neural networks (Noorbakhsh- Sabet, et al, 2019). These networks are responsible for generating automated predictions from training datasets. iii. Knowledge-Based Systems Knowledge-Based Systems is an intelligent, computer-based program whose main function is to store knowledge and also provide important information that could be used 10
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to solve a problem as well as make decisions (Mayr, et al, 2018). This is further used to implement the solution algorithm using the inference engine, thus informing decisions. 2.6 AI in Best Practice Management and its Implications As technology advances, so does the development of AI which brings more exciting features and applications in the future. AI will become an important part of our day-to- day life. Therefore, our lives will be transformed through the application of these technologies. AI technologies reduce human effort as machines are used to perform different activities. In doing so, they speed up the production process and at the same time produce accurate results. Organisations around the world are using AI technology to get efficient and faster results. Different sectors rely on such technologies, some of which are discussed below. a) Public Relations Practice Public relations is mostly concerned with proper communication as well as a branding strategy. In order to do so, technology plays a very crucial role. Therefore, organisations are integrating AI technologies in matter of reap benefits regarding to increased customer satisfaction. This is because AI has helped them to do their job better and more efficiently giving them positive results. It is important to note that, AI does not replace the human roles that the public relations professionals play, instead, it enhances the accuracy and efficiency of results. According to IBM's newly released technology, AI could be used to support public relations managers in their roles within the organisation. For instance, it could help the manager prepare for different discussions and arguments that they want to have with their leadership team (Galloway and Swiatek, 2018). AI 11
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could also assist in campaign planning sessions and preparing for media conferences that involve brainstorming as well as debating among the participants. Likewise, AI could also help Public Relations companies process their data very fast which eventually improves the companies’ performance in terms of service delivery [ CITATION Mar17 \l 2057 ]. It helps them know what their consumers want and provide a strong and direct message to them (Kornienko, et al, 2015). Such companies are now able to create content that resonates with their targeted audience. In terms of decision making, AI provides an in-depth and comprehensive look at problems and how they can be solved. Additionally, AI technologies could also help Public Relations agencies
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