Don't fall for the 'next best action' trap

OKRA 15 September, 2020. London, UK.
OKRA has announced a new, free webinar called 'Why Next Best Action is not enough', a panel will discuss the urgent need to move beyond the current trend of adding simplistic or 'dumb' AI tools to sales force dashboards.

These AI tools make sense for managers - they are very easy to apply, inexpensive, and give reps an enhanced view of the market - but in the medium-to-long term will likely cause more harm than good.

During the webinar we will discuss why we must immediately take more care when installing these systems. In particular, we must avoid three common traits:

Autocratic

Most of us would recoil in fear if we were told that our next manager was going to be an autocrat. We would far rather a boss who used carrots rather than sticks to motivate his/her workforce. We would value empathy and flexibility in our leadership: ultimately it's preferable to have someone we want to work for.

Yet the next best action systems are very much the opposite. They bark out single-line instructions that come with very little nuance. Even if they are right, it won't take long for us to want to 'rage against the machine'.

Unexplained

The vast majority of AI systems being deployed are 'black box'. And there's a very good reason for that: AI systems learn as they go, and it eventually becomes more and more difficult to understand their reasoning. In fact, the more sophisticated and intelligent the AI, the harder it is to explain the decisions it makes.

But like the autocratic manager, we quickly lose trust and respect if we cannot break down our actions or decisions into rational arguments.

Dumb

There are different grades of AI. Many of the systems being deployed currently are 'rules-based systems' - where an inferior artificial intelligence is given guidelines and parameters to work with, in order that it can figure out what it needs to.

And you would think that by setting up such a scenario, you would be helping the AI, a little bit like adding stabilisers onto a child’s bicycle to stop them falling over.

However it is also easy to understand that nobody would ever compete in the Tour de France with stabilisers on their bike. These stabilisers would stop you ever from becoming an elite cyclist, and rules-based systems are similarly unable to become as smart as we require.

Non-rules based systems, or 'deep' AI, are far more difficult to create. Typically, such systems are not even told the rules of the game when they start playing. However they quickly supersede their counterparts and become insightful - and useful.

Ultimately, it’s about trust

Our industry has experienced countless 'digital transformation' initiatives that have failed to get off the ground. Often that's not because of the sophistication of the technology but because of the lack of belief or trust in the system. Next best action systems are no different in this regard.

Join this free webinar to witness the solution - what is possible - and how to avoid these common pitfalls that could otherwise result in a lot of wasted money, morale and a lack of interest in engaging with future solutions.

For durther information and to register, please visit:
https://okra.ai/webinar

About OKRA

At OKRA we are fostering a new generation of ArtificiaI Intelligence (AI) solutions that support the healthcare ecosystem. Our solutions are implemented by top pharma companies throughout the product pipeline to empower employees in decision making around complex problems.

OKRA's AI solutions are translating large clinical, scientific and commercial data sets into actionable insights that employees in life science companies can easily query at their desks or whilst on the move.

We believe that for AI to truly empower people, the insights presented must be explainable and instil confidence when driving action. Our suite of products have been built in partnership with top life science companies, with a focus on empowering the people to take action.

Most Popular Now

Moderna announces emergency use authorization for …

Moderna, Inc. (Nasdaq: MRNA), a biotechnology company pioneering messenger RNA (mRNA) therapeutics and vaccines, today announced that the government of India has issued a...

Sanofi launches dedicated vaccines mRNA Center of …

Sanofi will invest approximately €400 million annually in a first-of-its kind vaccines mRNA Center of Excellence. The Center will work to accelerate the development and d...

GSK and Alector announce global collaboration in i…

GlaxoSmithKline plc (LSE/NYSE: GSK) and Alector (Nasdaq: ALEC), today announced a strategic global collaboration for the development and commercialisation of two clinical...

Roche's Actemra/RoActemra receives U.S. FDA Emerge…

Roche (SIX: RO, ROG; OTCQX: RHHBY) announced today that the U.S. Food and Drug Administration (FDA) has issued an Emergency Use Authorization (EUA) for intravenous Actemr...

Positive new data for Johnson & Johnson single…

Johnson & Johnson (NYSE: JNJ) (the Company) announced data that demonstrated its single-shot COVID-19 vaccine generated strong, persistent activity against the rapidly sp...

Tezepelumab granted Priority Review by U.S. FDA

Amgen (NASDAQ:AMGN) announced that the U.S. Food and Drug Administration (FDA) has accepted a Biologics License Application (BLA) and granted Priority Review for tezepelu...

Cancer cells eat themselves to survive

It is the membrane of cancer cells that is at the focus of the new research now showing a completely new way in which cancer cells can repair the damage that can otherwis...

mRNA vaccines slash risk of COVID-19 infection by …

People who receive mRNA COVID-19 vaccines are up to 91 percent less likely to develop the disease than those who are unvaccinated, according to a new nationwide study of ...

Anti-tumor agent from the intestine

It is believed to be involved in the development of chronic inflammatory intestinal diseases, to trigger diabetes, to be responsible for obesity, even neurological diseas...

Moderna and Pfizer-BioNTech vaccines prime T cells…

Researchers at La Jolla Institute for Immunology (LJI) have found that T cells from people who have recovered from COVID-19 or received the Moderna or Pfizer-BioNTech vac...

Mefloquine: A promising drug 'soldier' in the batt…

Early 2020 saw the world break into what has been described as a "war-like situation": a pandemic, caused by the severe acute respiratory syndrome-related coronavirus 2 (...

Artificial intelligence could be new blueprint for…

Writing in the July 12, 2021 online issue of Nature Communications, researchers at University of California San Diego School of Medicine describe a new approach that uses...