{"id":60352,"date":"2023-05-25T10:02:28","date_gmt":"2023-05-25T00:02:28","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=60352"},"modified":"2023-10-18T11:10:25","modified_gmt":"2023-10-18T00:10:25","slug":"data-centric-ai","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/data-centric-ai\/","title":{"rendered":"Is Your Data AI-Ready?"},"content":{"rendered":"\n<p><em>\u201c<\/em><em>Where\u2019s my order?\u201d<\/em><\/p>\n\n\n\n<p>It\u2019s the kind of question that companies are increasingly using artificial intelligence (AI) to answer quickly. But consider these two potential, AI-generated responses your agent could send to this customer.<\/p>\n\n\n\n<p>Response 1:<\/p>\n\n\n\n<p><em>Thank you for your inquiry. What is your name, email, and order number? Where did you place your order?<\/em><\/p>\n\n\n\n<p>Response 2:<\/p>\n\n\n\n<p><em>Jon, thanks for being a Gold Level loyalty member! How can I help? Do you have an issue regarding the mug in your cart, the messenger bag you&#8217;re currently browsing on our website, or something else?<\/em><\/p>\n\n\n\n<p>There is a huge difference in how those replies make your customer feel. And that difference comes down to data.<\/p>\n\n\n\n<!-- The script tag should live in the head of your page if at all possible -->\n<script type=\"text\/javascript\" async src=\"https:\/\/play.vidyard.com\/embed\/v4.js\"><\/script>\n\n<!-- Put this wherever you would like your player to appear -->\n<img decoding=\"async\"\n  style=\"width: 100%; margin: auto; display: block;\"\n  class=\"vidyard-player-embed\"\n  src=\"https:\/\/play.vidyard.com\/6SscT1drfx46e7c8D2FveW.jpg\"\n  data-uuid=\"6SscT1drfx46e7c8D2FveW\"\n  data-v=\"4\"\n  data-type=\"inline\"\n\/>\n\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-data-difference\">The data difference <\/h3>\n\n\n\n<p>Generative AI promises to significantly <a href=\"https:\/\/www.salesforce.com\/au\/blog\/what-is-generative-crm\/\" target=\"_blank\" rel=\" noopener\">reshape how you manage your customer relationships<\/a>, but it requires data that is accurate, updated, accessible, and complete.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>This is called data-centric AI, and is predicated on the notion that AI systems are developed using only quality data.<\/li>\n\n\n\n<li>It also requires companies to have a connected, up-to-the-minute view of customer\u2019s activity.\n\n\n<ul class=\"wp-block-list\"><\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-trailblazer-view\">The Trailblazer view <\/h3>\n\n\n\n<p>\u201cYou might have data available but is it current, authoritative, and complete?\u201d said Carl Brundage, a certified technical architect specialising in data and analytics at Odaseva. \u201cIf not, you might not have a complete picture of your customer.\u201d<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Having the complete picture \u2014 knowing what, when, why, and how your customer does something \u2013&nbsp;is the key to adding valuable context to AI.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-your-company-can-do-now\">What your company can do now <\/h3>\n\n\n\n<p>While some of the most impactful AI tools for businesses are still being developed, there are some key steps your business can take now to get its data house in order:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ensure the quality of your data. Remove duplicates, outliers, errors, and other things that can negatively affect how you make decisions.&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/au\/products\/genie\/overview\/\" target=\"_blank\" rel=\" noopener\">Connect your data sources<\/a> \u2014 marketing, sales, service, commerce \u2013 into a single record, updated in real time, so the AI can make the best recommendations.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">How <strong>Formula 1 connected its customer data \u2014 and achieved  88% fan satisfaction <\/strong><\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">The company&#8217;s customer data now lives in one place, enabling it to connect in-person interactions with digital ones to draw the right insights and reach fans in the moment.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/resources\/customer-stories\/formula1-personalized-content-fan-engagement\/\">Get the whole story<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-lay-the-groundwork-for-data-centric-ai\">Lay the groundwork for data-centric AI <\/h2>\n\n\n\n<p>Customer data is at the heart of delivering great experiences. Your data does not need to be perfect to build an effective AI program, but it needs to be clean. That means free of errors, incorrect formats, duplicates, or mislabelings.&nbsp;<\/p>\n\n\n\n<p>The data experts at Tableau offer <a href=\"https:\/\/www.tableau.com\/learn\/articles\/what-is-data-cleaning\" target=\"_blank\" rel=\" noopener\">these steps<\/a> on how to clean your data, an important first step in unifying data sets for AI projects:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-remove-duplicate-or-irrelevant-observations\">Remove duplicate or irrelevant observations <\/h3>\n\n\n\n<p>Duplication happens when you combine data sets from multiple places, and duplicate entries are created. Irrelevant observations happen when data (say, on older consumers) doesn\u2019t fit into a problem you\u2019re trying to analyse (say, millennial shopping habits). Removing these makes analysis more efficient, useful, and accurate for an AI system.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-fix-structural-errors\">Fix structural errors<\/h3>\n\n\n\n<p>This happens when data includes typos, incorrect capitalisation, or mislabelings. For example, \u201cN\/A\u201d and \u201cnot applicable\u201d mean the same thing, but are not analysed the same way because they\u2019re rendered differently. The entries should be consistent to ensure accurate and complete analysis by the AI system.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-filter-unwanted-outliers\">Filter unwanted outliers<\/h3>\n\n\n\n<p>There are often one-off observations that don\u2019t appear to align with the data you\u2019re analysing. That might be the result of incorrect data entry (and should be removed) but sometimes the outlier will help prove a theory you\u2019re working on. In any case, analysis is needed to determine its validity.<\/p>\n\n\n\n<div class=\"wp-block-salesforce-blog-newsletter-signup prevent-bottombar-overlap layout layout-data-culture\" >\n\n\t\t\t\t<h2 class=\"wp-block-salesforce-blog-newsletter-signup__title\">\n\t\t\tGet articles selected just for you, in your inbox\t\t<\/h2>\n\t\t\t\t\t<a href=\"https:\/\/www.salesforce.com\/au\/form\/other\/blog-newsletter\/?d=7013y000000ZfAjAAK&#038;nc=7013y000000ZfAoAAK\" class=\"wp-block-salesforce-blog-newsletter-signup__cta btn btn-lg btn-primary\" target=\"_blank\">\n\t\t\tSign up now\t\t<\/a>\n\t<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-handle-missing-data\">Handle missing data<\/h3>\n\n\n\n<p>Missing or incomplete data is a very common problem in data sets, and can reduce the accuracy of AI models. There are a few ways to deal with this:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Eliminate observations that include missing values; however, this will result in lost information.<\/li>\n\n\n\n<li>Input missing values based on other observations; however, you may lose data integrity because you\u2019re operating from assumptions and not actual observations<\/li>\n\n\n\n<li>Consider altering the way the data is used to effectively navigate the missing values.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-validate\">Validate<\/h3>\n\n\n\n<p>After cleaning the data, you should be able to answer these questions:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Does the data make sense?&nbsp;<\/li>\n\n\n\n<li>Does the data follow the appropriate rules for its field?&nbsp;<\/li>\n\n\n\n<li>Does it prove or disprove your theory, or surface any insight?<\/li>\n\n\n\n<li>Can you find trends that help inform the next theory? If not, is that because of continued data quality issues?&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-data-centric-ai-crm-killer-combo\">Data-centric AI + CRM = killer combo<\/h2>\n\n\n\n<p>AI has already begun to transform CRM and the way companies connect with and serve their customers. AI is useless without good data that is integrated, accurate, and real-time. At the same time, making sense of your mountains of data is impossible without AI.&nbsp;<\/p>\n\n\n\n<p>The winning approach is combining the two practices. Doing so will help you identify and foresee trends, challenges, and opportunities across all lines of business \u2014&nbsp;and serve your customers better.&nbsp;&nbsp;<\/p>\n\n\n\n<p>A unified customer profile, <a href=\"https:\/\/www.salesforce.com\/au\/products\/genie\/overview\/\" target=\"_blank\" rel=\" noopener\">enabled by Data Cloud<\/a>, gives you a comprehensive view of your users, whether they are visitors, customers, prospects, or subscribers. Historically, marketing data has been locked inside marketing systems, service data in service systems, etc., which doesn\u2019t give you the complete picture of your customer\u2019s activity.&nbsp;<\/p>\n\n\n\n<p>\u201cThere&#8217;s absolutely a need to have a trusted unified customer profile, in one place and updated in real time,\u201d said Brundage. \u201cSomething you did last month, you may do differently this month, based on the data. And if you have outdated data, that\u2019s what AI will use.\u201d&nbsp;<\/p>\n\n\n\n<p>There\u2019s a <a href=\"https:\/\/en.wikipedia.org\/wiki\/DIKW_pyramid\" target=\"_blank\" rel=\" noopener\">famous pyramid <\/a>which demonstrates the hierarchy of knowledge management. <em>Data<\/em> sits at the bottom, representing everything we collect, progresses to <em>information<\/em>, then <em>knowledge<\/em>, and finally <em>wisdom<\/em>, which sits at the top.&nbsp;<\/p>\n\n\n\n<p>Data and information provide little context or answer the \u201cwhy\u201d of anything. But with integrated, real-time data layered with AI, you can see patterns, predict trends, and make connections between things that on the surface might not seem to go together.&nbsp;<\/p>\n\n\n\n<p>\u201cKnowledge is knowing that a tomato is a fruit,&#8221; Brundage said. \u201cWisdom is knowing it does not go into a fruit salad.\u201d<\/p>\n\n\n\n<div class=\"layout-astro wp-block-salesforce-blog-related-trail\">\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-cloud-layout-astro.png\" alt=\"\">\n\n\t\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__background\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-background-layout-astro.png\" alt=\"\">\n\n\t<div class=\"related-trail__wrapper\">\n\t\t<div class=\"related-trail__content\">\n\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 345.8 82.8\" aria-hidden=\"true\" class=\"related-trail__logo\"><path fill=\"#1d3767\" d=\"M96.6 33h9v22.6h4.8V33h8.8v-4.3H96.6zm49.8 5.3c0-5.7-3.6-9.6-10.8-9.6H127v27h4.8v-7.9h3l2.3-.1 5.7 8h5.6l-7-9.2c3.4-1.6 5-4.5 5-8.2m-11.1 5.3h-3.6V33h3.6c4.4 0 6 2.3 6 5.3s-1.6 5.3-6 5.3m30.8-15.2-12.6 27.2h5l2.3-5.3h11.6l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm25.2-17.7h4.8v27h-4.8zm20.7 0h-4.8v27h17.6v-4.4h-12.8zm38.4 12.1h-13.2V28.7H229v27h4.7V45h13.2v10.6h4.7V28.7h-4.7zm15.9 14.8h17.5v-4.4h-12.7v-6.4H279v-4.2h-11.5v-7.5h12.7v-4.4h-17.5zm36.9-27.2L287 55.6h5l2.3-5.3H306l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm35.4-17.7h-10.2v27h10.2c8.2 0 14.4-5.9 14.4-13.6s-6-13.4-14.4-13.4m0 22.6H326V33h5.4a9.1 9.1 0 1 1 0 18.1z\" \/><path fill=\"#1d315f\" d=\"M43 82.8h.1a74 74 0 0 0 38.5-12.3 3 3 0 0 0 1.3-2.4v-6A66.2 66.2 0 0 0 42.5.2a3 3 0 0 0-2.3 0A66.2 66.2 0 0 0 0 62.2V68a3 3 0 0 0 1.2 2.4 74 74 0 0 0 40.2 12.4z\" \/><path fill=\"#8ed1f4\" d=\"M13.8 51.8a.3.3 0 0 0 0-.1L33 23.6a3.1 3.1 0 0 1 .8-.8 3 3 0 0 1 4 .8l9.5 13.8 3.5-5a3 3 0 0 1 4.9 0L69 51.6a.3.3 0 0 1 .1.3h7C70.7 17.7 43.7 7.2 41.4 6.2c0 0-11.2 4-21.2 16A59.6 59.6 0 0 0 6.8 51.8zm21.7-21.3\" \/><path fill=\"#aa76b3\" d=\"m62 51.9-8.7-12.6-4.2 6.1 4.8 6.4z\" \/><path fill=\"#722a87\" d=\"m49 45.4-4.4 6.4H54z\" \/><path fill=\"#8ed1f4\" d=\"m37 32.6-1.5-2.1z\" \/><path fill=\"#aa76b3\" d=\"m28 41.4 7.6 10.4h1.8l6.4-9.2-6.8-10-1.5-2.1z\" \/><path fill=\"#722a87\" d=\"m28 41.4-7 10.4h14.6z\" \/><path fill=\"#069a49\" d=\"M43.8 72.5a1.8 1.8 0 0 0-1-2.4L40.1 69a8 8 0 0 1-1-.5 7.8 7.8 0 0 1-2.4-10.7H6a44 44 0 0 0-.2 4.4v4.4A70 70 0 0 0 26 75a70 70 0 0 0 15.2 2l2.4-4.3zm33-14.8H44.3l-2.5 3a1.7 1.7 0 0 0-.2.5 1.8 1.8 0 0 0 1 2.3l2.7 1.2.7.4a7.8 7.8 0 0 1 3 10.6l-.5.9 4.8-.8a71 71 0 0 0 8.4-2.2l1.3-.4a71 71 0 0 0 14-6.7v-8.8z\" \/><path fill=\"#fff\" d=\"m46 65-.7-.3-2.7-1.2a1.8 1.8 0 0 1-1-2.4 1.7 1.7 0 0 1 .2-.4l2.5-3h-7.6A7.8 7.8 0 0 0 39 68.4a8 8 0 0 0 1 .5l2.7 1.2a1.8 1.8 0 0 1 1 2.4l-.1.2-2.5 4.3a52.5 52.5 0 0 0 7.2-.4l.5-.9A7.8 7.8 0 0 0 46 65.1z\" \/><path fill=\"#157139\" d=\"M56.9 67.3h8.8l-4.4-5zM23 71h9l-4.5-5.1zm-4.1-10.4-4.5 5h8.9z\" \/><\/svg>\n\t\t\t<h2 class=\"wp-block-related-trail__title\">A Single Customer Profile? Yes, Please!<\/h2>\n\t\t\t<p>In this learning module, you&#039;ll see how to pull together customer data from any channel and system (even old legacy stuff!) into a single record, updated in real time.\u00a0<\/p>\n\t\t\t\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/modules\/salesforce-genie-quick-look\" target=\"_blank\" rel=\" noopener\">Visit Trail<\/a><\/div>\n\n\t\t<\/div>\n\t\t<div class=\"related-trail__mock\">\n\t\t\t<div class=\"related-trail__points\">+3,100 points<\/div>\n\t\t\t<div class=\"related-trail__eyebrow\">Trail<\/div>\n\t\t\t<p class=\"related-trail__trail-title h3\">Get to know Salesforce Data Cloud<\/p>\n\t\t\t<p class=\"related-trail__trail-description\">Learn the ways of this trail.<\/p>\n\t\t\t<div class=\"related-trail__actions\">\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 10 10\" aria-hidden=\"true\"><path fill=\"#747474\" fill-rule=\"evenodd\" d=\"m4.93.69.88 2.88c.04.12.16.18.27.18h2.89c.29 0 .4.38.17.56L6.79 6.04c-.1.07-.13.2-.1.32l1.12 2.96c.08.27-.2.5-.44.33L4.85 7.77c-.1-.08-.23-.08-.34 0L1.97 9.65a.29.29 0 0 1-.45-.33L2.6 6.36a.3.3 0 0 0-.1-.32L.17 4.3c-.23-.18-.1-.56.17-.56h2.89c.13 0 .23-.04.27-.18l.9-2.9c.08-.27.46-.25.54.02Z\" clip-rule=\"evenodd\" \/><\/svg>\n<\/div>\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 9 5\" aria-hidden=\"true\"><path fill=\"#747474\" d=\"M4.16 4.5.26 0h7.8z\" \/><\/svg>\n<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__foreground\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-foreground-layout-astro.png\" alt=\"\">\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__parks\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-parks-layout-astro.png\" alt=\"\">\n\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>While some of the most impactful AI tools for businesses are still being developed, your business can take these key steps now to get your data house in order.<\/p>\n","protected":false},"author":243,"featured_media":60351,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"d0211f32ff534d13b6c9ee6066173f65","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2485,2834,2858],"sf_content_type":[],"coauthors":[2771],"class_list":["post-60352","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-data-culture","sf_topic-generative-ai","sf_topic-artificial-intelligence"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Data-centric AI is the cure for what ails many AI projects | Salesforce<\/title>\n<meta name=\"description\" content=\"Bad data is junk food for AI. It should be nourished with clean, connected data. 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