2 Introduction to AI Domains

Learning Objectives
After studying this chapter, students will be able to:
• Learn about the three domains of AI
• Know more about Data Science and its applications
• Learn about Computer Vision and its applications
• Know more about NLP and its applications

Artificial intelligence (AI) encompasses a diverse range of domains, each focusing on different aspects
of human intelligence and its emulation in machines. These domains include machine learning, natural
language processing, computer vision, robotics, and expert systems, among others. These areas leverage
various techniques and algorithms to enable computers to perform tasks that typically require human
intelligence, such as learning from data, understanding and generating human language, perceiving and
interpreting visual information, interacting with the physical world, and making complex decisions.
Artificial Intelligence becomes intelligent according to the training which it gets. For training, the machine
is fed with datasets. According to the applications for which the AI algorithm is being
developed, the data which is fed into it changes. With respect to the type of data fed in the AI
model, AI models can be broadly categorised into three domains:
1. Data/ Data Science
2. Computer vision
3. Natural Language processing

DATA/DATA SCIENCE
Artificial Intelligence is a technology which completely depends on data. It is the data which is fed into
the machine which makes it intelligent. The world of Artificial Intelligence revolves around Data. Every
company, whether small or big, is mining data from as many sources as possible. More than 70% of the
data collected till now has been collected in the last 3 years which shows how important data has become
in recent times. It is rightly said that ‘Data is the new gold’.
Data science is an interdisciplinary field that uses scientific methods, processes, algorithms, and systems to
extract knowledge and insights from structured and unstructured data. It overlaps significantly with artificial
intelligence, as many AI applications heavily rely on data science techniques. Data science plays a crucial
role in the AI project cycle, providing the foundation for building intelligent systems.
Data scientists are responsible for collecting, cleaning, preparing, and analyzing data to extract meaningful
information and features that can be used to train and evaluate AI models. This includes tasks such as
data exploration, feature engineering, data visualization, and statistical analysis. By effectively harnessing
the power of data, data science enables the development of sophisticated AI systems that can learn from
data, make predictions, and solve complex problems.
In business, data science powers personalized recommendations on platforms like Netflix and Amazon,
optimizes marketing campaigns, and detects fraud in financial transactions. In healthcare, it aids in disease
diagnosis, drug discovery, and personalized medicine. In the field of finance, data science is used for risk
assessment, algorithmic trading, and fraud detection. In the realm of social sciences, it helps analyze social
media trends, understand public opinion, and predict the spread of information.

Applications / Uses of Data Science

Using data science, companies have become intelligent enough to push & sell products as per customers
purchasing power & interest. Here’s how they are ruling our hearts and minds:

Internet Search
At the beginning of the internet era, search results were erratic. Companies like AOL and Yahoo! did their
best to interpret what they believed users wanted. Yet, it was common to get completely unrelated search
results. New companies like Google and Bing started using artificial intelligence (AI) to improve the search
algorithms to help customers find better search results.The businesses that succeed today use search engine
optimization techniques based around these ideas.

When we speak of search, we think ‘Google’. Right? But there are other search engines like Yahoo,
Bing, Ask, AOL, Duckduckgo etc. All these search engines (including Google) make use of data science
algorithms to deliver the best result for our searched query in fraction of seconds. Considering the fact
that Google processes more than 20 petabytes of data everyday. Had there been no data science, Google
wouldn’t have been the ‘Google’ we know today.
Factors like location, date, time, and device make the intent of a search different for each user. If you
research the new Star Wars movie from your desktop then you want to learn more about the movie; check
the reviews, see the trailer. However, if you then check out the movie on your phone, it is more likely you
want to know where the nearest movie theater is and the times for the movies.
Not only does artificial intelligence protect search engines from manipulation, but it also helps them
with their ranking algorithms. It’s impossible to tell how big of a role AI plays in this, but search engines
definitely use artificial intelligence to improve their ranking algorithms. Machines are taught to create an
optimal list from a set of possible outcomes, learning from each of the variables over time. For example, if
one result on a search engine is ranking third but has a higher click through rate than the options above
it, the search engine would learn from this anomaly and bump that result to the top.
This is the power of intent. It is the reason AI plays such a vital role in search engine optimization today.
The computer must read all these factors in addition to the searchers query to come up with the best
information.

Digital Advertisements (Targeted Advertising and re-targeting)

If you thought Search would have been the biggest application of data science and machine learning, here is
a challenger – the entire digital marketing spectrum. Starting from the display banners on various websites
to the digital billboards at the airports – almost all of them are decided by using data science algorithms.
Artificial intelligence is taking over the world of advertising. Artificial intelligence isn’t just creating ads,
though commercially available platforms exist that use AI to create ads without human involvement. No,
AI is transforming what is possible in the world of advertising at every level, from ad creation to audience
targeting to ad buying.
Brands today are beginning to use commercially available artificial intelligence to intelligently identify
and segment audiences, build ad creative, test variations, improve performance, and optimize spend—
automatically, in real-time, and at scale. This has profound implications on a brand’s competitive advantage
when it comes to digital advertising.
Thanks to the digital marketing revolution, we have tons of data at our disposal, but we lack the time,
energy, or ccapacity to process all of this data effectively, even though it probably holds insights that can
dramatically improve our campaigns. Our marketing and advertising performance suffers as a result, costing
huge amounts of time and money for brands. As a result, entrepreneurs and forward-thinking marketing
leaders are turning to AI for its ability to increase revenue, reduce costs, and build massive competitive
advantage. And when it comes to AI for advertising, there are already plenty of use cases and tools that
anyone can understand, pilot, and scale.
Advertising platforms give us tons of data to work with, including measurable impressions, click-through
rates, demographics, and more. Humans certainly have the ability to produce good advertising, measure
that advertising, and improve ads based on what they learn. But, digital advertising across search, content,
and social media channels, gives us an almost unlimited ability to generate data on what works and what
doesn’t. That’s what makes AI a natural fit for advertising. Intelligent tools like Wordsmith, Articoolo, and
Quill are already being used by the Associated Press and Forbes to create news, which leads to clicks on
their websites.
With the right data, AI-powered ad tools can detect patterns at scale in your advertising data, then predict
what changes to campaigns will improve performance. This can all happen in seconds, rather than the
hours, days, or weeks it might take a human to analyze, test, and iterate across campaigns.
To sum up the promise of AI for advertising in a nutshell:
• Increase revenue by analyzing and acting on data at scale.
 • Reduce costs by acting on that data faster and automatically.
• Build a massive competitive advantage with both superior insights and superior speed.
Audience targeting
Your ad targeting matters just as much as your creativity in forming the Ad. Thanks to platforms like
Facebook, LinkedIn, Amazon, and Google, you have a seriously robust set of consumer data with which
to target audiences. But manually doing so isn’t always efficient.
AI can help here. AI system looks at your past audiences and ad performance, weighs this against your
real-time performance data coming in, then identifies new audiences likely to buy from you. Brands are
using the power of AI to personalize email marketing campaigns based on preferences and user behaviors.
This makes it possible to better connect with them and, with a bit of luck, turn them into clients.
Vendors that offer AI tools for advertising
Plenty of vendors offer AI-powered solutions either partially or exclusively focused on advertising.
Adobe Adobe Advertising Cloud is billed at a demand-side platform that unifies advertising data from
digital and TV campaigns. As part of the platform, Adobe Sensei, the company’s AI product, offers
“predictions on how to get the highest conversions for the lowest costs,” according to the company’s website.
GumGum GumGum’s AI-powered computer vision technology learns from images and videos across the
web, then helps you place ads in the exact spots consumers will see them.
Pathmatics Pathmatics uses AI to bring transparency and insight to advertising. The tool shows you exactly
how your ads perform across channels and gives you competitive intelligence about how your competitors’
ads perform.
Phrasee Phrasee uses AI to tackle ad creation. One of the tool’s main capabilities is that it automatically
writes email subject lines better than humans—but that same AI-powered functionality has now been
adapted to automatically write Facebook ads and push notifications. The platform’s AI is tailored to your
brand’s marketing language and tone, so it sounds exactly like what your human copywriters would write.
Then, it produces a huge number of ad copy variations at scale, thanks to sophisticated algorithms designed
to increase clicks and engagements.
WordStream WordStream’s AI platform analyzes your advertising campaigns across Facebook and Google
Ads, then helps you quickly make changes to campaigns.

Fraud and Risk Detection

The earliest applications of data science were in Finance. Companies were fed up with bad debts and losses
every year. However, they had a lot of data which used to get collected during the initial paperwork while
sanctioning loans. They decided to bring in data scientists in order to rescue them from losses. Over the
years, banking companies learned to divide and conquer data via customer profiling, past expenditures,
and other essential variables to analyse the probabilities of risk and default. Moreover, it also helped them
to push their banking products based on customer’s purchasing power.
Fraud-detecting companies are employing Artificial intelligence into their software to detect fraud even
before it takes place. Artificial Intelligence provides enhanced monitoring of online payments and responds
in real-time to possible fraud cases. For example, AI has carried studies to understand how users hold and
use their phones. If someone else besides the owner unlocks the phone, the AI platform will recognise that
the person is not the owner.
This will improve the end-user interaction. AI allows customers to revisit abandoned carts and perform
low-risk transactions by using real-time geolocation, physical biometric scanners (Face ID) and other
behavioural analytics to detect fraud. AI could be the solution to customer retention, and this could
increase sales and the number of online payments.

Genetics & Genomics

Data Science applications also enable an advanced level of treatment personalization through research
in genetics and genomics. The goal is to understand the impact of the DNA on our health and find
individual biological connections between genetics, diseases, and drug response. Data science techniques
allow integration of different kinds of data with genomic data in disease research, which provides a deeper
understanding of genetic issues in reactions to particular drugs and diseases. As soon as we acquire reliable
personal genome data, we will achieve a deeper understanding of the human DNA. The advanced genetic
risk prediction will be a major step towards more individual care.
The field of genomics generates large datasets that are utilised in the discovery and development of potential
new therapeutics. Artificial intelligence (AI) is highly valuable in this area of study as it accelerates the
time it takes to get from information to insight. The approximately three billion base pairs that make up
the human genome can be analysed through AI to find genetic variations.
Artificial intelligence (AI) is being harnessed by researchers to track down genes that cause disease. AI is
taking a creative, combined deep learning approach that uses data from multiple sources to teach algorithms
how to find patterns between genes and diseases. Machine learning uses algorithms and statistical models
to identify patterns and associations among data to solve specific problems. Researchers are using this
application of AI to find genes that cause diseases. However, only a limited number of genes have been
experimentally confirmed to be causative. This means that scientists do not have a lot of data to input into
their programs to help them learn the patterns depicting gene-disease associations. Thus, they need to be
creative to find ways to teach machine learning algorithms to learn and then look for these patterns.

Recommender Systems
Who can forget the suggestions about similar products on Amazon? They not only help us find relevant
products from billions of products available with them but also add a lot to the user experience. A lot of
companies have fervidly used this engine to promote their products in accordance with the user’s interest
and relevance of information. Internet giants like Amazon, Twitter(now X), Google Play, Netflix, LinkedIn
and many more use this system to improve the user experience. The recommendations are made based
on previous search results for a user. This is the reason why digital ads have been able to get a lot higher
CTR (click through rates) than traditional advertisements. They can be targeted based on the user’s past
behaviour. This is the reason why I see ads for analytics training while my friend sees ads of apparel in
the same place at the same time.
AI is not only able to generate content; it can also curate it. Content curation by artificial intelligence will
make it possible to better connect with visitors on certain websites and show them more relevant content.
Integrating an AI-enabled recommendation engine requires large amounts of enterprise data from the client
company. The data is used to train the machine learning algorithm to recognize information within product
listings and customer information in order to correlate them and form recommendations.
The retailer would need to provide its stores of customer transaction information, which includes:
• Customer Profiles: Demographic data and other information about the customer’s most probable inter-
ests.
• Transactional Information: Files which include historical customer data such as spending habits and
past sales that have convinced the customer to spend money. This also includes digital shopping cart
 data such as lists of items checked out together and any items left in the cart unpaid for.
• Site Traffic Data: Information about the customer’s journey through the eCommerce website and which
items they browsed over before checking out.
The retailer’s data science team would need to run all of this data through a machine learning algorithm in
order to train it to recognize the information within it and make accurate correlations. In many cases, the
algorithm would also need to run in the background of the enterprise for some time to analyze customer
behavior in real-time. This helps the algorithm acclimate to the newest customer data before making
predictions. Once the algorithm behind the software is finished training on all necessary customer and
product data, it can begin recommending products to specific customers. Other applications can serve to
recommend products that would be best bought together – as you see at Amazon.com and other sites.
The customer would typically see these ads on the sidebar, top banner, or other areas of the retailer’s
choosing. Suppose the algorithm determined that a given 29-year-old male customer is most likely to buy
shaving cream along with his razors. The ads on the website’s banner and sidebar would then change to
show the shaving cream product in an attempt to entice the customer to add it to the cart. This technology
is commonly used to make personalized content recommendations that the user may find interesting, such
as the typical, “people who buy X also buy Y,” like we constantly see on Amazon. Netflix’s recommendation
system can also give you suggestions for movies and TV shows you might find interesting. And it’s pretty
accurate!

Pricing Comparison Softwares/Websites

In recent years, artificial intelligence has enabled pricing solutions to track buying trends and determine
more competitive product prices. Dynamic pricing adjusts prices to offer customers different prices based
on external factors and their individual buying habits.
Dynamic pricing solutions use machine learning and the collected data to find a customer’s data patterns.
Dynamic pricing algorithms consider factors such as competitors’ pricing, consumer behavior, location,
time of day, and seasonality to determine how much shoppers are willing to pay for a product or service.
Machine learning algorithms can also reveal pricing gaps of which businesses can take advantage. Once
the patterns are revealed, the machine learning system could adjust and determine product prices that are
best suited to the person’s spending habits.
For instance, if an online shopper’s behavior shows that he does not spend time comparing prices within
a certain price range, machine-learning algorithms take note of this pattern and take this into account
next time. Industries that are likely to use AI-driven pricing software include consumer goods, fashion,
hospitality, and transportation. Price Comparison Websites are being driven by lots and lots of data.
They offer the convenience of comparing the price of a product from multiple vendors at one place.
PriceGrabber, PriceRunner, Junglee, Shopzilla, DealTime are some examples of price comparison websites.

Gaming
EA Sports, Zynga, Sony, Nintendo, Activision-Blizzard have led gaming experience to the next level using
data science. Games are now designed using machine learning algorithms which improve / upgrade
themselves as the player moves up to a higher level. In motion gaming also, your opponent (computer)
analyzes your previous moves and accordingly shapes up its game.
Game developers are usually not AI researchers, and many games use simple predetermined patterns. A
lot of AI in game development goes toward defining the way a computer opponent behaves. Behavior can
range from relatively simple patterns in action games all the way to chess programs that can beat champion
human players. IBM’s Deep Blue computer famously beat Garry Kasparov in 1997.
Techniques used in AI game programming include decision trees and pathfinding. They can examine player
behavior and change their responses to make the games more challenging using emergent behavior. Some
AI opponents in first-person shooter games can listen for player movements, look for footprints or even
take cover when a human opponent fires on them.

Image Recognition
You upload your image with friends on Facebook and you start getting suggestions to tag your friends.
This automatic tag suggestion feature uses face recognition algorithm. Similarly, while using whatsapp
web, you scan a barcode in your web browser using your mobile phone. In addition, Google provides you
the option to search for images by uploading them. It uses image recognition and provides related search
results. Details to be covered in the chapter on Computer Vision.

Speech Recognition
Some of the best example of speech recognition products are Google Voice, Siri, Alexa, etc. Using speech
recognition feature, even if you aren’t in a position to type a message, your life wouldn’t stop. Simply speak
out the message and it will be converted to text. However, at times, you would realize, speech recognition
doesn’t perform accurately. Details to be covered in the chapter on Natural Language Processing.

Airline Route Planning

Airline Industry across the world is known to bear heavy losses. Except for a few airline service providers,
companies are struggling to maintain their occupancy ratio and operating profits. With high rise in air fuel
prices and need to offer heavy discounts to customers has further made the situation worse. It wasn’t for
long when airlines companies started using data science to identify the strategic areas of improvements.
Now using data science, the airline companies can:
 1. Predict flight delay
2. Decide which class of airplanes to buy
3. Whether to directly land at the destination, or take a halt in between (For example: A flight can have a
direct route from New Delhi to New York. Alternatively, it can also choose to halt in any country.)
4. Effectively drive customer loyalty programs
Southwest Airlines, Alaska Airlines are among the top companies who’ve embraced data science to bring
changes in their way of working.

Delivery logistics
Logistic companies like DHL, FedEx and UPS have used data science to improve their operational
efficiency. Using data science, these companies have discovered the best routes to ship, the best suited
time to deliver, the best mode of transport to choose thus leading to cost efficiency, and many more to
mention. Furthermore, the data that these companies generate using the GPS installed, provides them a
lot of possibilities to explore using data science.

DID YOU KNOW ?

‘Robot Waiters’ giving a futuristic spin to dining
Restaurants around the globe are embracing technology in a big way to cater to the demands of its new
generation customers. The trend has reached India, too, where tech-savvy restaurants all over the country are
trying to excel in delivering “unique and innovative” dining experiences including the use of robots as waiters.
These “robots” are battery-operated and can be controlled by sensors. Each robot waiter is programmed to carry
the food-trays from the kitchen to the designated customer table and to return the dirty dishes back to the kitchen.
These “robot waiters and waitresses” are elegantly attired and move on predetermined paths across the eateries;
halting whenever obstacles are encountered. Their eye sensors reflect annoyance when unnecessarily obstructed
and they voice their request to keep their paths clear. These robots understand English and the local language
and are programmed to cheerfully greet the patrons at their tables.
The chefs in the kitchen prepare the orders and place them on the tray-laden humanoid waiters who take them
to their respective tables. The “selfie corners” in the restaurants are a major attraction and people from all age
groups hover around here to capture their “selfie moments” with these unique waiters.

COMPUTER VISION
Computer vision is a field of artificial intelligence that focuses on enabling computers to “see” and
understand the world around them through digital images and videos. Essentially, it aims to replicate the
human visual system by allowing computers to extract meaningful information from visual data. This
involves a range of techniques, including image processing, pattern recognition, and deep learning, to
analyze and interpret visual content, such as identifying objects, detecting faces, and understanding scenes
Computer vision is an interdisciplinary field that aims to enable computers to “see” and understand images
and videos in the same way humans do. It involves developing algorithms and techniques that allow
machines to extract meaningful information from visual data, such as identifying objects, recognizing faces,
tracking motion, and understanding scenes.
Essentially, computer vision seeks to replicate the human visual system by allowing machines to perform
tasks like image recognition, object detection, image segmentation, and motion analysis. This field has
significant implications in various domains, from self-driving cars and medical imaging to robotics and
security systems.
Applications of Computer Vision
Computer vision has become deeply integrated into our daily lives, often unnoticed. Here are some
prominent examples:

Smartphones
• Unlocking phones, accessing apps, and even making payments are now possible through facial recog-
nition technology.
• Computer vision algorithms stabilize shaky videos captured on smartphones, resulting in smoother
and more professional-looking footage.
• Popular social media apps utilize computer vision to overlay digital effects (filters) on real-world scenes
captured by the phone’s camera.
Social Media
• Platforms like Facebook and Instagram use computer vision to automatically tag friends in photos,
analyze video content for inappropriate material, and personalize user experiences.
• Computer vision algorithms help identify and remove harmful or offensive content, such as child ex-
ploitation or violent imagery.
Healthcare
• Computer vision aids in the analysis of medical images like X-rays, MRIs, and CT scans, assisting doc-
tors in diagnosing diseases and planning treatment.
• Robotic-assisted surgery utilizes computer vision to provide surgeons with enhanced precision and
visualization during complex procedures.
Transportation:
• Self-Driving Cars: Autonomous vehicles rely heavily on computer vision to perceive their surround-
ings, detect obstacles (pedestrians, cyclists, other vehicles), and navigate safely.
• Traffic Monitoring: Computer vision is used to analyze traffic patterns, identify congestion hotspots,
and optimize traffic flow.
Retail
• Self-Checkout: Computer vision enables self-checkout systems to accurately identify and weigh prod-
ucts, improving efficiency and reducing wait times for customers.
• Inventory Management: Computer vision can automate inventory tracking by analyzing images of
store shelves, identifying stock levels, and detecting out-of-stock items.
These are just a few examples of how computer vision is seamlessly integrated into our everyday lives,
making it a transformative technology with far-reaching implications across various sectors. More such
applications of computer vision are discussed in Chapter 9.

NATURAL LANGUAGE PROCESSING

Considering the staggering amount of unstructured data that’s generated every day, from medical records to
social media, automation will be critical to fully analyze text and speech data efficiently. As a human, you
may speak and write in English, Spanish or Chinese. But a computer’s native language – known as machine
code or machine language – is largely incomprehensible to most people. Natural Language Processing,
abbreviated as NLP, is a branch of artificial intelligence that deals with the interaction between computers
and humans using the natural language that is spoken and written by people.
Natural Language Processing (NLP) is a subfield of artificial intelligence that focuses on enabling computers
to understand, interpret, and generate human language. This involves developing algorithms and techniques
that allow machines to process and analyze text and speech data, extracting meaningful information and
performing tasks such as translation, sentiment analysis, and question answering. NLP has revolutionized
various aspects of our lives, from improving search engine results and enabling voice assistants to powering
chatbots and powering personalized recommendations.

Applications of NLP
Natural Language Processing (NLP) has a wide range of applications across various domains, significantly
impacting how we interact with technology and information.

Language Translation
NLP powers real-time translation services like Google Translate, breaking down language barriers and
facilitating global communication.

Chatbots and Virtual Assistants

Technologies like Siri, Alexa, and Google Assistant utilize NLP to understand user voice commands, answer
questions, and perform tasks, revolutionizing how we interact with technology in our daily lives.

Sentiment Analysis
NLP algorithms analyze text data, such as customer reviews, social media posts, and news articles, to
determine the sentiment expressed (positive, negative, neutral), providing valuable insights for businesses
and researchers.

Search Engine Optimization (SEO)

Search engines use NLP techniques to understand user queries, identify relevant keywords, and rank search
results effectively.

Spam Detection
NLP algorithms are crucial in identifying and filtering out spam emails and messages, improving email
security and productivity.

Information Extraction
NLP techniques are used to extract key information from unstructured text data, such as names, dates,
locations, and organizations, enabling efficient data entry and analysis.

Text Summarization
NLP algorithms can automatically generate concise summaries of lengthy documents, saving time and
effort for users.
These are just a few examples of how NLP is transforming various aspects of our lives, from improving
communication and information access to enhancing customer experiences and driving innovation in
various industries. More such applications of NLP are discussed in Chapter 11.
 RECAP
• With respect to the type of data fed in the AI model, AI models can be broadly categorised into three
domains:
 Data/ Data Science
 Computer vision
 Natural Language processing
• The world of Artificial Intelligence revolves around Data. It is the data which is fed into the machine
which makes it intelligent. It is rightly said that ‘Data is the new gold’. These data sets come from a
variety of sources, public or private which includes images, audio, and text data.
• Computer Vision is the field of AI that enables computers to “see” and understand the world around
them through images and videos. It involves tasks like object recognition (identifying objects in images),
image segmentation (diving images into regions), and motion tracking.
• Natural Language Processing (NLP) focuses on enabling computers to understand, interpret, and generate
human language. This includes tasks like text analysis (identifying Keywords, sentiment), machine
translation, and chatbots.

KEY TERMS
• Computer vision is a field of computer science that works on enabling computers to see, identify and
process images in the same way that human vision does, and then provide appropriate output.
• Natural Language Processing, abbreviated as NLP, is a branch of artificial intelligence that deals with the
interaction between computers and humans using the natural language that is spoken and written by
people.
• Data science is an inter-disciplinary field that uses scientific methods, processes, algorithms and systems
to extract knowledge and insights from structured and unstructured data.

EXERCISES

A. Multiple Choice Questions

1. ______________ employs techniques and theories drawn from many fields within the context of Mathematics,
Statistics, Computer Science.
(a) Data Science (b) Data Intelligence (c) Data Interpreter (d) Data Centre

2. ____________ is a branch of artificial intelligence that deals with the interaction between computers and humans
using the natural language that is spoken and wri�en by people
(a) Computer vision (b) Data Analysis
(c) Natural Language Processing (d) Artificial Language Processing
3. _____________is a field of computer science that works on enabling computers to see, identify and process
images in the same way that human vision does, and then provide appropriate output.
(a) Artificial Vision (b) Computer Vision (c) Computer Sight (d) Computer Glimpse
4. What is the foundation of Artificial Intelligence?
(a) Algorithms (b) Data
(c) Programming Languages (d) Computer Hardware
 5. Which of the following is an application of Natural Language Processing (NLP)?7...
(a) Self-driving cars (b) Fraud detection
(c) Spam detection (d) Medical image analysis
6. Which of the following is an example of image recognition technology?
(a) Voice-controlled virtual assistants. (b) Automatic tagging of friends in Facebook photos.
(c) Real-time language translation. (d) Spam filtering in email.
7. Which of the following is a real-world example of how data science is used in internet search?
(a) Offering personalized product recommendations.
(b) Detecting fraud in financial transactions.
(c) Improving search result rankings by analyzing click-through rates.
(d) Aiding in disease diagnosis and drug discovery.
8. Which AI-powered advertising platform analyzes campaigns across Facebook and Google Ads to suggest
improvements?
(a) Adobe Advertising Cloud (b) Pathmatics
(c) WordStream (d) Phrasee
9. What is the significance of IBM’s Deep Blue computer?
(a) It was the first computer to win a game of chess against a human.
(b) It revolutionized online shopping with personalized recommendations.
(c) It demonstrated the ability of AI to defeat a world chess champion.
(d) It pioneered the use of data science in fraud detection.
10. Which AI-powered tool is known for automatically writing email subject lines and ad copy?
(a) Adobe Sensei (b) Pathmatics (c) Phrasee (d) GumGum

B. Answer the following questions

1. Explain any four areas where Data Science is being used.
2. ​​How do you think AI is changing the way we shop online?
3. What are some ways computer vision is used in your everyday life?
4. Why is data important for making AI systems intelligent?
5. What are some of the benefits of using Natural Language Processing to communicate with computers?

C. Competency based Questions Life skills & Values

1. You are a marketing manager for a clothing company. You want to launch a new line of athletic wear and are
considering using AI to improve your advertising campaign.
• How could you use AI for audience targeting to reach people who are most likely to be interested in your

products?
• Which AI-powered tools or platforms could you use to create more effective and engaging ad copy?

• What data would you need to collect to personalize your advertising and make recommendations based

on customer preferences?
2. You are a social media platform manager concerned about the spread of misinformation and harmful content.
How could you use AI, specifically Natural Language Processing (NLP), to detect and flag posts containing false
or misleading information?
3. You are developing a new e-commerce website and want to create a seamless and engaging experience for
shoppers.
 • How could you use AI-powered recommender systems to suggest products that align with individual customer

preferences?
• How could you implement computer vision to enable features like visual search, where users can upload an

image to find similar products?
4. You work for a healthcare company interested in using AI to improve patient care and streamline operations.
• How can you use computer vision to analyze medical images, such as X-rays or scans, to assist doctors in

diagnosis?
• How could you develop AI-powered chatbots to provide patients with 24/7 access to basic medical information

and support?
• How can you use AI to personalize treatment plans based on individual patient data, including genetic

information and medical history?

D. Activity Zone Critical Thinking

Imagine you are part of a technology development team working for a major online retailer. Your team is tasked with
creating an AI-powered personal shopping assistant feature for the company’s website and mobile app. This feature
aims to enhance the shopping experience by providing customers with personalized product recommendations,
style advice, and assistance with completing their purchases. Based on the information about data science and AI
applications, describe the key steps involved in developing and implementing this AI-powered personal shopping
assistant.
• What types of data would you need to gather to train the AI system and enable it to provide personalized

recommendations?
• Think about customer profiles, purchase history, browsing behavior, style preferences, and other relevant

information

E. GROUP DISCUSSION Communication

Data collection tools refer to the devices/instruments used to collect data, such as a paper questionnaire or computer-
assisted interviewing system. Case Studies, Checklists, Interviews, Observation, Surveys or Questionnaires are all
tools used to collect data. The most commonly used methods are: published literature sources, surveys (email and
mail), interviews (telephone, face-to-face or focus group), observations, documents and records, and experiments.
• Divide the class into two groups and conduct a group discussion on various data tools available and the pros and
cons of using them for data collection.

F. Knowledge Hub Subject Enrichment

https://www.almabetter.com/bytes/articles/domains-of-ai
https://www.theknowledgeacademy.com/blog/domains-of-artificial-intelligence/

G. Experiential Learning
https://youtu.be/xtbej-DnyQ8