artificial intelligence or data analytics

Can Artificial Intelligence or Data Analytics Profit Your Business?

Artificial Intelligence (AI) and data analytics have often been conflated, perhaps due to both being branches of computer science. As these technologies are increasingly utilised across business functions like marketing and supply chains, it is imperative to discern their differences and respective roles. Besides, in today's rapidly evolving digital landscape, an intersection of artificial intelligence and data analytics can be pivotal for businesses seeking to gain a competitive edge. The potential of these technologies to revolutionise operations, enhance decision-making, and drive profitability is undeniable.

This blog delves into the transformative power of these technologies, exploring how artificial intelligence or data analytics can benefit and propel your business towards success in the modern era.

What is Artificial Intelligence?

Artificial intelligence or AI is a broad-spectrum term comprising intricate computer algorithms designed to emulate human intelligence by mirroring the neural patterns of the human brain. Computers equipped with AI can improve their problem-solving abilities over time by learning from data they encounter. AI empowers machines to rationalise and take actions aimed at achieving specific goals. These actions and decisions are based on insights that might be challenging for humans to perceive otherwise.

AI can be applied variously to perform complex tasks such as language translation, speech and image recognition, and decision-making. Some of AI's subfields are discussed briefly below:

Machine Learning: Develops algorithms enabling computers to learn from data and use it for future predictions or decisions.

Data Mining: Extracts patterns and actionable insights from vast datasets to uncover valuable information.

Information Retrieval and Semantic Web: Focuses on retrieving and understanding relevant information from diverse sources.

Speech Recognition and Natural Language Processing: Language models enable machines to comprehend and interpret human language and speech through deep neural networks.

Image Processing/Recognition and Computer Vision: Analyses visual data to recognise patterns and objects accurately.

Robotics: Involves creating and operating robots capable of autonomous task performance. Self-driving cars and autonomous drones are notable examples.

Logical and Probabilistic Reasoning: Applies logical and probabilistic methods to solve complex problems and make informed decisions.

Expert Systems: Specialised applications mimicking human expertise and decision-making skills within specific domains.

Generative AI: A field of artificial intelligence technology that employs machine learning algorithms to generate various forms of content - images, audio and synthetic data - resembling the patterns and traits of its training models. This innovative technology has the potential to revolutionise multiple industries by enabling tasks like writing code, designing drugs, developing products, and transforming supply chains.

What is Data Analytics?

Data analytics is the process of inspecting, cleansing, transforming, and modelling data to uncover valuable insights, inform decision-making, and drive strategic actions. It involves statistical analysis and applying mathematical techniques to large datasets to identify trends, hidden patterns, and relationships that can help businesses understand their operations better.

Data analytics depends on various tools and methodologies to enable organisations to extract valuable information from raw data, leading to improved efficiency, optimised processes, and informed business decisions. Data mining yields large volumes of data, often in unorganised formats, which then are presented to marketers in an organised way to provide analyses based on common metrics like averages, ratios, and percentages.

This falls within the subset of descriptive analytics, which aims to consolidate data to generate reports, identify patterns, and uncover relationships between different factors. The analytics process enables businesses to generate monthly revenue reports, sales lead overviews, and other essential insights that provide a snapshot of their past performance.

Human assumption is the key guide in the analytics process, and data is examined only to confirm these assumptions. Once confirmed, it sets the grounds for further testing using additional datasets or predictive models for future outcomes.

Predictive Analytics: Artificial Intelligence or Data Analytics?

In contrast to descriptive analytics, predictive analytics aims at forecasting future trends and events based on historical data patterns. It uses AI machine learning (ML) algorithms and statistical models to harness vast amounts of historical data and uncover meaningful patterns, correlations, and hidden insights that traditional methods might overlook.

This advanced form of analytics uses machine learning models and statistical modelling techniques to make logical predictions about future outcomes. This revolutionised the way businesses and industries anticipate future trends and behaviours. For instance, predictive analysis in the healthcare industry has allowed professionals to predict and detect issues in advance, leading to better decision-making and, ultimately, more positive patient outcomes and satisfaction.

However, it is crucial to note that this kind of analytics still depends on datasets, additional technology, human interaction and judgment for accurate forecasting. The estimations of predictive analysis are based on the quality and depth of available data. As organisations delve into predictive analytics, they transition from understanding past events to anticipating future scenarios, enabling strategic planning and proactive decision-making based on data-driven insights.

What Does AI Mean for Data Analytics?

The AI industry has been taking over conversations and changing industries worldwide, and companies are rushing forward to figure out how to use this new technology to their advantage. In AI technology, machine learning is a pivotal tool for achieving hyper-personalised marketing.

AI Machine learning follows predictive analytics in the progressive departure from traditional data analytics. Set apart by its autonomy, it is remarkable for its ability to make assumptions, test them, and refine its understanding on its own. Capable of operating independently, AI continuously reassesses its assumptions and refines its models without human intervention to yield the best results.

This paradigm shift holds radical implications. Much like how AI liberates engineers from the repetitive task of coding every conceivable action, AI-powered Predictive Analytics learning can tirelessly analyse data to anticipate customer-product matches with speed and precision beyond human capabilities.

Innovation with Artificial Intelligence or Data Analytics

Implementing AI in data analytics can significantly affect the speed and accuracy of processing vast and intricate datasets for business insights. Generative AI, in particular, exemplified by solutions like ChatGPT, holds great potential for being incorporated with data analytics to beneficial ends.

The following are some of AI's functions which data analysts can leverage to their advantage:

Improving Customer Experience through Sentiment Analysis: AI-driven text analytics tools can sift through unstructured data like customer reviews or social media comments to offer valuable insights into customer behaviour, sentiment and preferences.

Fraud Detection: Moreover, AI-powered analytics uses fraud detection models to detect anomalies in financial transactions and identify potential fraudulent activities.

Code Interpretation and Generation: AI Generative models can interpret complex code into comprehensible language and generate tailored boilerplate code for new scripts.

Learning and Problem-Solving: Aids analysts in their learning journey by curating personalised lessons about new topics like deep learning or augmented analytics. GPT-4's code interpreter plugin is also adept at solving complex mathematical problems that may arise during data analysis.

Domain-Specific Support: Generative AI can bridge the gap between technical understanding and domain-specific knowledge by providing relevant answers. However, one must be aware that the current system is still fallible and remain cautious of any misinformation and errors that it might sometimes generate.

Exploratory Data Analysis: Analysts can obtain quick overviews of new datasets through summary statistics and visualisations generated by AI.

Automated Analysis and Communication: AI can automate routine tasks and translate technical findings into plain language for effective communication with non-technical stakeholders.

Presentation Preparation: When faced with a presentation, AI may assist analysts in summarising critical data insights and constructing comprehensive and compelling presentation recommendations.

Synthetic Data Generation: AI abilities can create synthetic data to resemble original datasets' patterns in cases where the data might be confidential or too scarce.

Augmented Predictive Analytics: AI generative models can help enhance forecast accuracy by simulating various scenarios and preparing the model for yielding accurate predictions. This can be especially beneficial for companies with limited past data.

Stress-Testing and Risk Analysis: Business analysts may use Generative AI to simulate various challenging situations to test business strategies for resilience.

Humour: Generative AI, like ChatGPT, can provide humour and enliven the work experience of analysts even on the busiest days.

It is important to note that AI-driven analytics is not intended to replace human analysts but to augment their capabilities by handling tedious tasks. Human expertise remains crucial for understanding the business context, making critical decisions, ensuring ethical data practices, and effectively communicating insights.


The synthesis of artificial intelligence and data analytics presents a transformative opportunity for businesses to thrive in the digital age. AI-enhanced analytics usher in an era where businesses can enhance operational efficiency and decision-making and adapt swiftly to market dynamics and customer needs using predictive models. By harnessing the power of AI technologies and leveraging data-driven insights, organisations can unlock new avenues for growth, innovation, and competitive advantage. The journey towards business growth through artificial intelligence or data analytics is an ongoing evolution, where those who embrace these technologies stand poised to lead the way into a future defined by innovation, agility, and prosperity.


What are the 7 patterns of AI?

The 7 patterns of AI are hyper-personalisation, autonomous systems, predictive analytics and decision support, conversational/human interactions, patterns and anomalies, recognition systems, and goal-driven systems.

Which is better, AI or data analytics?

AI and data analytics play crucial roles in extracting insights from data, but they serve different purposes. Data analytics focuses on analysing historical data to uncover patterns and insights, while AI leverages advanced algorithms to automate processes, make predictions, and enhance decision-making. The choice between AI and data analytics depends on the specific needs and objectives of an organisation, with each offering unique benefits in driving business growth and innovation.

What is artificial intelligence and data analytics?

Artificial intelligence (AI) is the simulation of human intelligence processes by machines, enabling them to learn, reason, and solve problems autonomously. On the other hand, data analytics involves examining raw data to extract insights, patterns, and trends that can inform decision-making processes. AI enhances data analytics by automating processes, predicting future outcomes, and providing deeper insights beyond human capabilities.

Anuska Saha

Anuska Saha is an aspiring academician and musician pursuing her Master's in English. A passionate book enthusiast and a singer-musician, she navigates the realms of academia and creativity with equal enthusiasm.

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