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Understanding Artificial Intelligence

Fundamentals, Use Cases and Methods for a Corporate AI Journey

  • Book
  • © 2020


  • Introduces the fundamentals of artificial intelligence (AI) and machine learning in a business context
  • Presents a broad range of industry-specific and sector-specific best practices
  • Includes a concrete roadmap for a sample corporation's AI journey

Part of the book series: Management for Professionals (MANAGPROF)

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About this book

Artificial Intelligence (AI) will change the lives of people and businesses more fundamentally than many people can even imagine today. This book illustrates the importance of AI in an era of digitalization. It introduces the foundations of AI and explains its benefits and challenges for companies and entire industries. In this regard, AI is approached not just as yet another technology, but as a fundamental innovation, which will spread into all areas of the economy and life, and will disrupt business processes and business models in the years to come. 

In turn, the book assesses the potential that AI holds, and clarifies the framework that is necessary for pursuing a responsible approach to AI. In a series of best-practice cases, the book subsequently highlights a broad range of sectors and industries, from production to services; from customer service to marketing and sales; and in industries like retail, health care, energy, transportation and many more. In closing, a dedicated chapter outlines a roadmap for a specific corporate AI journey.

No one can ignore intensive work with AI today - neither as a private person, let alone as a top performer in companies. This book offers a thorough, carefully crafted, and easy to understand entry into the field of AI. The central terms used in the AI ​​context are given a very good explanation. In addition, a number of cases show what AI can do today and where the journey is heading. An important book that you should not miss!

Professor Dr. Harley Krohmer
University of Bern

"Inspiring, thought provoking and comprehensive, this book is wittingly designed to be a catalyst for your individual and corporate AI journey.”

Avo Schönbohm, Professor at the Berlin School of Economics and Law, Enterprise Game Designer at LUDEO and Business Punk

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Table of contents (11 chapters)

Authors and Affiliations

  • Berlin School of Economics and Law, Berlin, Germany

    Ralf T. Kreutzer

  • Bad Wilsnack, Germany

    Marie Sirrenberg

About the authors

Since 2005 Ralf T. Kreutzer has been a Professor of Marketing at Berlin School of Economics and Law. In addition, he is a marketing and management consultant, trainer and coach. He looks back at a career in various management positions at Bertelsmann, Volkswagen and Deutsche Post for more than 15 years.

Professor Kreutzer is well known for considerable impulses on various topics related to marketing, dialogue marketing, CRM and loyalty programs, database marketing, online marketing, digital Darwinism, and strategic and international marketing. He advised many enterprises nationally and abroad and trained and coached managers at middle and top management level. Professor Kreutzer is a frequent keynote speaker at national and international conferences.

Marie Sirrenberg is an IT consultant on marketing and sales at Atlassian Platinum Solution Partner STAGIL. Using Atlassian products such as Jira and Confluence, she actively supports enterprize organizationsand mid-sized companies in digitizing processes and developing agile teams. Marie Sirrenberg previously worked as an NPS specialist for Berlin SaaS start-up zenloop, where she supported NLP processes, established sales structures and advised successful e-commerce companies on feedback management. At WDM, a German medium-sized industrial company, she accompanied digitization processes with a focus on online communication and SEO.

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