NTRODUCTION

TO ARTIFICAL
INTELLIGENCE.
Artificial intelligence (AI)
is wide-ranging branch of
computer science
concerned with building
smart
machines capable of
performing tasks that
typically require human
intelligence. AI is an
interdisciplinary science
with multiple approaches,
but advancements in
machine learning and deep
learning are creating a
paradigm shift in virtually
every sector of the tech
industry. AI is ubiquitous
today, used to recommend
what you should buy next
online, to understand what
you say to virtual
assistants such as Amazon's
Alexa and Apple's Siri, to
recognise who and what is
in a photo, to spot
spam, or detect credit card
fraud.
WHAT ARE THE
DIFFERENT TYPES
OF AI?
At a very high-level
artificial intelligence can be
split into two broad types:
Narrow AI and General
AI. Narrow AI is what we
see all around us in
computers today: intelligent
systems that have been
taught or learned how to
carry out specific tasks
without being explicitly
programmed how to do so.
This type of machine
intelligence is evident in the
speech and language
recognition of the Siri
virtual
assistant on the Apple
iPhone, in the vision-
recognition systems on
self-driving cars, in the
recommendation engines
that suggest products you
might like based on what
you bought in the past.
Unlike humans, these
systems can only learn or
be taught how to do
specific tasks, which is why
they
are called narrow AI.
NARROW AI- There are a
vast number of emerging
applications for narrow AI:
interpreting video
feeds from drones carrying
out visual inspections of
infrastructure such as oil
pipelines, organizing
personal and business
calendars, responding to
simple customer-service
queries, co-ordinating with
other intelligent systems
to carry out tasks like
booking a hotel at a
suitable time and
location,
helping radiologists to
spot potential tumours in
X-rays, flagging
inappropriate content
online,
detecting wear and tear in
elevators from data
gathered by IoT devices,
the list goes on and on.
GENERAL AI- Artificial
general intelligence is very
different, and is the type of
adaptable intellect
found in humans, a flexible
form of intelligence capable
of learning how to carry out
vastly different
tasks, anything from
haircutting to building
spreadsheets, or to reason
about a wide variety of
topics
based on its accumulated
experience. This is the sort
of AI more commonly seen
in movies, the likes
of HAL in 2001 or Skynet
in The Terminator, but
which doesn't exist today
and AI experts are fiercely
divided over how soon it
will become a reality.
AI systems will typically
demonstrate at least some
of the following behaviours
associated with human
intelligence: planning,
learning, reasoning,
problem solving,
knowledge representation,
perception,
motion, and manipulation
and, to a lesser extent,
social intelligence and
creativi
NTRODUCTION
TO ARTIFICAL
INTELLIGENCE.
Artificial intelligence (AI)
is wide-ranging branch of
computer science
concerned with building
smart
machines capable of
performing tasks that
typically require human
intelligence. AI is an
interdisciplinary science
with multiple approaches,
but advancements in
machine learning and deep
learning are creating a
paradigm shift in virtually
every sector of the tech
industry. AI is ubiquitous
today, used to recommend
what you should buy next
online, to understand what
you say to virtual
assistants such as Amazon's
Alexa and Apple's Siri, to
recognise who and what is
in a photo, to spot
spam, or detect credit card
fraud.
WHAT ARE THE
DIFFERENT TYPES
OF AI?
At a very high-level
artificial intelligence can be
split into two broad types:
Narrow AI and General
AI. Narrow AI is what we
see all around us in
computers today: intelligent
systems that have been
taught or learned how to
carry out specific tasks
without being explicitly
programmed how to do so.
This type of machine
intelligence is evident in the
speech and language
recognition of the Siri
virtual
assistant on the Apple
iPhone, in the vision-
recognition systems on
self-driving cars, in the
recommendation engines
that suggest products you
might like based on what
you bought in the past.
Unlike humans, these
systems can only learn or
be taught how to do
specific tasks, which is why
they
are called narrow AI.
NARROW AI- There are a
vast number of emerging
applications for narrow AI:
interpreting video
feeds from drones carrying
out visual inspections of
infrastructure such as oil
pipelines, organizing
personal and business
calendars, responding to
simple customer-service
queries, co-ordinating with
other intelligent systems
to carry out tasks like
booking a hotel at a
suitable time and
location,
helping radiologists to
spot potential tumours in
X-rays, flagging
inappropriate content
online,
detecting wear and tear in
elevators from data
gathered by IoT devices,
the list goes on and on.
GENERAL AI- Artificial
general intelligence is very
different, and is the type of
adaptable intellect
found in humans, a flexible
form of intelligence capable
of learning how to carry out
vastly different
tasks, anything from
haircutting to building
spreadsheets, or to reason
about a wide variety of
topics
based on its accumulated
experience. This is the sort
of AI more commonly seen
in movies, the likes
of HAL in 2001 or Skynet
in The Terminator, but
which doesn't exist today
and AI experts are fiercely
divided over how soon it
will become a reality.
AI systems will typically
demonstrate at least some
of the following behaviours
associated with human
intelligence: planning,
learning, reasoning,
problem solving,
knowledge representation,
perception,
motion, and manipulation
and, to a lesser extent,
social intelligence and
creativi
NTRODUCTION
TO ARTIFICAL
INTELLIGENCE.
Artificial intelligence (AI)
is wide-ranging branch of
computer science
concerned with building
smart
machines capable of
performing tasks that
typically require human
intelligence. AI is an
interdisciplinary science
with multiple approaches,
but advancements in
machine learning and deep
learning are creating a
paradigm shift in virtually
every sector of the tech
industry. AI is ubiquitous
today, used to recommend
what you should buy next
online, to understand what
you say to virtual
assistants such as Amazon's
Alexa and Apple's Siri, to
recognise who and what is
in a photo, to spot
spam, or detect credit card
fraud.
WHAT ARE THE
DIFFERENT TYPES
OF AI?
At a very high-level
artificial intelligence can be
split into two broad types:
Narrow AI and General
AI. Narrow AI is what we
see all around us in
computers today: intelligent
systems that have been
taught or learned how to
carry out specific tasks
without being explicitly
programmed how to do so.
This type of machine
intelligence is evident in the
speech and language
recognition of the Siri
virtual
assistant on the Apple
iPhone, in the vision-
recognition systems on
self-driving cars, in the
recommendation engines
that suggest products you
might like based on what
you bought in the past.
Unlike humans, these
systems can only learn or
be taught how to do
specific tasks, which is why
they
are called narrow AI.
NARROW AI- There are a
vast number of emerging
applications for narrow AI:
interpreting video
feeds from drones carrying
out visual inspections of
infrastructure such as oil
pipelines, organizing
personal and business
calendars, responding to
simple customer-service
queries, co-ordinating with
other intelligent systems
to carry out tasks like
booking a hotel at a
suitable time and
location,
helping radiologists to
spot potential tumours in
X-rays, flagging
inappropriate content
online,
detecting wear and tear in
elevators from data
gathered by IoT devices,
the list goes on and on.
GENERAL AI- Artificial
general intelligence is very
different, and is the type of
adaptable intellect
found in humans, a flexible
form of intelligence capable
of learning how to carry out
vastly different
tasks, anything from
haircutting to building
spreadsheets, or to reason
about a wide variety of
topics
based on its accumulated
experience. This is the sort
of AI more commonly seen
in movies, the likes
of HAL in 2001 or Skynet
in The Terminator, but
which doesn't exist today
and AI experts are fiercely
divided over how soon it
will become a reality.
AI systems will typically
demonstrate at least some
of the following behaviours
associated with human
intelligence: planning,
learning, reasoning,
problem solving,
knowledge representation,
perception,
motion, and manipulation
and, to a lesser extent,
social intelligence and
creativi
NTRODUCTION
TO ARTIFICAL
INTELLIGENCE.
Artificial intelligence (AI)
is wide-ranging branch of
computer science
concerned with building
smart
machines capable of
performing tasks that
typically require human
intelligence. AI is an
interdisciplinary science
with multiple approaches,
but advancements in
machine learning and deep
learning are creating a
paradigm shift in virtually
every sector of the tech
industry. AI is ubiquitous
today, used to recommend
what you should buy next
online, to understand what
you say to virtual
assistants such as Amazon's
Alexa and Apple's Siri, to
recognise who and what is
in a photo, to spot
spam, or detect credit card
fraud.
WHAT ARE THE
DIFFERENT TYPES
OF AI?
At a very high-level
artificial intelligence can be
split into two broad types:
Narrow AI and General
AI. Narrow AI is what we
see all around us in
computers today: intelligent
systems that have been
taught or learned how to
carry out specific tasks
without being explicitly
programmed how to do so.
This type of machine
intelligence is evident in the
speech and language
recognition of the Siri
virtual
assistant on the Apple
iPhone, in the vision-
recognition systems on
self-driving cars, in the
recommendation engines
that suggest products you
might like based on what
you bought in the past.
Unlike humans, these
systems can only learn or
be taught how to do
specific tasks, which is why
they
are called narrow AI.
NARROW AI- There are a
vast number of emerging
applications for narrow AI:
interpreting video
feeds from drones carrying
out visual inspections of
infrastructure such as oil
pipelines, organizing
personal and business
calendars, responding to
simple customer-service
queries, co-ordinating with
other intelligent systems
to carry out tasks like
booking a hotel at a
suitable time and
location,
helping radiologists to
spot potential tumours in
X-rays, flagging
inappropriate content
online,
detecting wear and tear in
elevators from data
gathered by IoT devices,
the list goes on and on.
GENERAL AI- Artificial
general intelligence is very
different, and is the type of
adaptable intellect
found in humans, a flexible
form of intelligence capable
of learning how to carry out
vastly different
tasks, anything from
haircutting to building
spreadsheets, or to reason
about a wide variety of
topics
based on its accumulated
experience. This is the sort
of AI more commonly seen
in movies, the likes
of HAL in 2001 or Skynet
in The Terminator, but
which doesn't exist today
and AI experts are fiercely
divided over how soon it
will become a reality.
AI systems will typically
demonstrate at least some
of the following behaviours
associated with human
intelligence: planning,
learning, reasoning,
problem solving,
knowledge representation,
perception,
motion, and manipulation
and, to a lesser extent,
social intelligence and
creativi
Artificial intelligence (AI)
is wide-ranging branch of
computer science
concerned with building
smart
machines capable of
performing tasks that
typically require human
intelligence. AI is an
interdisciplinary science
with multiple approaches,
but advancements in
machine learning and deep
learning are creating a
paradigm shift in virtually
every sector of the tech
industry. AI is ubiquitous
today, used to recommend
what you should buy next
online, to understand what
you say to virtual
assistants such as Amazon's
Alexa and Apple's Siri, to
recognise who and what is
in a photo, to spot
spam, or detect credit card
fraud.
WHAT ARE THE
DIFFERENT TYPES
OF AI?
At a very high-level
artificial intelligence can be
split into two broad types:
Narrow AI and General
AI. Narrow AI is what we
see all around us in
computers today: intelligent
systems that have been
taught or learned how to
carry out specific tasks
without being explicitly
programmed how to do so.
This type of machine
intelligence is evident in the
speech and language
recognition of the Siri
virtual
assistant on the Apple
iPhone, in the vision-
recognition systems on
self-driving cars, in the
recommendation engines
that suggest products you
might like based on what
you bought in the past.
Unlike humans, these
systems can only learn or
be taught how to do
specific tasks, which is why
they
are called narrow AI.
NARROW AI- There are a
vast number of emerging
applications for narrow AI:
interpreting video
feeds from drones carrying
out visual inspections of
infrastructure such as oil
pipelines, organizing
personal and business
calendars, responding to
simple customer-service
queries, co-ordinating with
other intelligent systems
to carry out tasks like
booking a hotel at a
suitable time and
location,
helping radiologists to
spot potential tumours in
X-rays, flagging
inappropriate content
online,
detecting wear and tear in
elevators from data
gathered by IoT devices,
the list goes on and on.
GENERAL AI- Artificial
general intelligence is very
different, and is the type of
adaptable intellect
found in humans, a flexible
form of intelligence capable
of learning how to carry out
vastly different
tasks, anything from
haircutting to building
spreadsheets, or to reason
about a wide variety of
topics
based on its accumulated
experience. This is the sort
of AI more commonly seen
in movies, the likes
of HAL in 2001 or Skynet
in The Terminator, but
which doesn't exist today
and AI experts are fiercely
divided over how soon it
will become a reality.
AI systems will typically
demonstrate at least some
of the following behaviours
associated with human
intelligence: planning,
learning, reasoning,
problem solving,
knowledge representation,
perception,
motion, and manipulation
and, to a lesser extent,
social intelligence and
creativity.

MBA PROGRAM
SCHOOL OF BUSINESS AND MANAGEMENT

CIA-3
MANAGING IT, DATA AND BUSINESS SYSTEMS
A report submitted in partial fulfillment of the
requirements for degree of
Master of Business Administration
By
Anshita bali 2127860
 Under the guidance of
Prof. Shrikumar M
SECTION K

CONTENTS
SERIA INDEX
L NO.

1. INTRODUCTION TO ARTIFICAL
INTELLIGENCE

2. BUSINESS MODEL OF THE

COMPANY

3. USE OF TECHNOLOGY
4. MARKET NEED FOR IMPLEMENTING
TECHNOLOGY

5. IMPLEMENTATION PROCESS AND

IMPLICATIONS FOR MANAGERS

6. SOCIAL AND ETHICAL ISSUES AND

HOW TO MITIGATE THE RISKS

7. BIBLIOGRAPHY
1.INTRODUCTION TO ARTIFICAL
INTELLIGENCE

Artificial intelligence is the process of building intelligent machines

from vast volumes of data. Systems learn from past learning and
experiences and perform human-like tasks. It enhances the speed,
precision, and effectiveness of human efforts. AI uses complex
algorithms and methods to build machines that can make decisions on
their own. Machine Learning and Deep learning forms the core of
Artificial Intelligence. 

TYPES OF ARTIFICAL INTELLIGENCE

1. Narrow AI

Narrow AI, also called as Weak AI, focuses on one narrow task and
cannot perform beyond its limitations. It targets a single subset of
cognitive abilities and advances in that spectrum. Narrow AI
applications are becoming increasingly common in our day-to-day lives
as machine learning and deep learning methods continue to develop. 
 Apple Siri is an example of a Narrow AI that operates with a
limited pre-defined range of functions. Siri often has problems with
tasks outside its breadth of abilities. 
 IBM Watson supercomputer is another example of a Narrow AI. It
applies cognitive computing, machine learning, and natural language
processing to process information and answers your queries. IBM
Watson once out-performed human contestant Ken Jennings to
become the champion on the popular game show, Jeopardy!. 
 Other examples of Narrow AI include google translate, image
recognition software, recommendation systems, spam filtering, and
Google’s page-rank

2. General AI

General AI, also known as strong AI, can understand and learn any
intellectual task that a human being can. It allows a machine to apply
knowledge and skills in different contexts. AI researchers have not been
able to achieve strong AI so far. They would need to find a method to
make machines conscious, programming a full cognitive ability set.
General AI has received a $1 billion investment from Microsoft through
OpenAI. 

 Fujitsu has built the K computer, which is one of the fastest

supercomputers in the world. It is one of the significant attempts at
achieving strong AI. It took nearly 40 minutes to simulate a single
second of neural activity. Hence, it is difficult to determine whether
strong AI will be achieved shortly.
3. Super AI

Super AI surpasses human intelligence and can perform any task better
than a human. The concept of artificial super intelligence sees AI
evolved to be so akin to human sentiments and experiences that it
doesn't merely understand them; it also evokes emotions, needs, beliefs,
and desires of its own. Its existence is still hypothetical. Some of the
critical characteristics of super AI include thinking, solving puzzles,
making judgments, and decisions on its own.

2.BUSINESS MODEL OF THE COMPANY

Being the world’s largest restaurant chain by revenues, the business

model of McDonald’s works as an American fast food company
channelized via an efficient franchise business model worldwide.

McDonald’s serves more than 69 million customers daily in over 100

countries, and they all love the wide variety of products incorporated by
McDonald’s business model. McDonald’s is presently one of the most
leading companies in the Fast Food Restaurant genre in the world. A
considerable percent of the world population consumes its fast food. No
doubt, the world has witnessed a wave of ‘McDonaldization.’

McDonald’s follows a three-structured franchise model.

These are popular franchises, developmental licensees, and affiliates. A
shared agreement bounds its franchisees. The feature that makes
McDonald’s the second-largest food brand in the world is its ability to
focus on quality and innovation, customer relationships, and
relationships with its franchisees.

Honestly, McDonald’s can be mostly referred to as a franchisor.

90% of its restaurants are run by its franchisees, which they own and
operate. The company supports all its franchisees, whereas they act as
their employer and exercise significant control over the pricing, the sale,
and the operation of their restaurants.

3.USE OF TECHNOLOGY

Since the acquisition of tech startup Dynamic Yield in March,

McDonald’s has been rapidly building its tech capabilities to improve
the customer experience and boost revenues.

A Happy Meal and AI might not be the most obvious pairing but 2019
has seen McDonald’s hit the headlines for its fast-paced investments in
tech. In March, it acquired online personalization startup Dynamic Yield
with the goal of creating a customizable drive-thru experience that could
be tweaked to fit weather, traffic and popular items of the day.

Tech Labs promises to be the hub of McDonald’s new tech empire. It is

already expanding its team by hiring engineers, data scientists and other
tech experts to ensure that McDonald’s doubles down on its tech
innovations through continued research and development.
McDonald’s looks in order to drive growth and stick to its three goals.
Each has technology firmly at its centre.

First is ‘digital’, which is about re-shaping McDonald’s interactions with

the customer at every touchpoint. Second is ‘delivery’ and offering it to
customers; and lastly is ‘experience of the future’, which is about
elevating the customer experience in the restaurants through technology.

4.MARKET NEED FOR IMPLEMENTING

THE TECHNOLOGY

Though the impact of COVID-19 has been felt across the business
community, the fast-casual restaurant industry has faced especially high
adversity in the face of rapidly changing consumer behavior caused by
the pandemic.
 
And though many fast-casual chains quickly adapted to stay afloat
during their industry’s most trying time — one in particular not only
adapted to the short-term challenges presented by the pandemic, but
positioned itself to emerge as the true winner in the post-pandemic
future: McDonald’s. Although the pandemic hit McDonald’s hard and
prevented customers from dining in most of their restaurants throughout
the year

Going into the pandemic, McDonald’s actually found itself well

positioned to build on its prior digital innovations to create a user
experience well-suited for the constraints posed by the pandemic.
McDonald’s recent technology innovations — including the
development of the McDonald’s mobile application, acquisition of
personalization technology provider Dynamic Yield, Mobile Order and
Pay, and self-order kiosks — together have transformed customer
experiences in and around their restaurants, giving customers more ways
to securely pay and personalize their orders to meet their needs.

As indoor dining took a plunge during the pandemic, McDonald’s made

significant drive-thru technology investments (such as dynamic menu
boards — leveraging personalization technology from Dynamic Yield)
and operational improvements (such as a staffing overall and
dramatically cutting menu items to their “core menu”) to ultimately
deliver the value their customers cared most about: speed.
These innovations enabled McDonald’s to cut 30 seconds from its drive-
thru times on average and move “300 million additional cars” through
McDonald’s drive-thrus during the pandemic. Such focus on innovations
targeting their core customer enabled McDonald’s to recover sales more
quickly than anticipated and become one of the few fast casual
restaurants to sustain demand for drive-thru.
The business has been rolling the new technology out. Dynamic Yield’s
service is now in use in more than 9,500 US drive-thrus, with full roll-
out to nearly every US restaurant with an outdoor digital menu board
expected by the end of the year.

The independent franchisees majorly benefit from the brand name that
the company has all over the world.
The company, on the other hand, supports its franchisees so that they
can be successful in their business. The most significant aspect of it is
that it tests the innovation of its franchisees.

With good outcomes, it also implements those on all of its operational

restaurants across the world. Hence, the franchisees enjoy both
independence and support from their parent group.

5.IMPLEMENTATION PROCESS AND

IMPLICATIONS FOR MANAGERS

The fast-food chain hopes the AI technology will make the ordering
process more efficient.McDonald's is implementing the technology with
the help of start-up Apprente, which it acquired this week.

McDonald's is creating a team focused on digital customer engagement

as the restaurant industry continues to look to technology as a key way
to boost sales.The new team is part of the fast-food giant's strategy to
use technology to reach customers and drive sales growth. McDonald's
has been installing digital self-order kiosks in its restaurants, expanding
food delivery and making tech-focused investments as part of that push.
Last year, McDonald's formed McD Tech Labs, a Silicon Valley-based
group that includes tech experts like engineers and data scientists.

McDonald's digital customer engagement team's responsibilities will

include digital ordering, personalization, payments, loyalty and delivery
McDonald's plans to expand its newly formed McD Tech team by hiring
more engineers and data scientists.

In March, it invested in technology that could automatically alter

individual drive-through menu panels, depending on factors such as the
weather, for example automatically suggesting McFlurry ice cream on
hot days or telling customers which items were already proving popular
at that particular restaurant that day.
6.SOCIAL AND ETHICAL ISSUES AND
HOW TO MITIGATE THE RISK

The digital push also raises inevitable questions about privacy and the
impact on employment. The move comes amid concern about workers
whose jobs may become obsolete as a result of automation and new
technologies. McDonald's is to replace human servers with voice-based
technology in its US drive-throughs.
Technology is not just about serving the customer, McDonald’s is also
using AI to optimise its recruitment strategy. In September, McDonald’s
launched its Apply Thru initiative in which owners of Amazon Alexa or
Google Assistant devices can begin job applications using standard
“Alexa” and “OK Google” voice commands.

For the most part, changes to the customer experience will be tangible
but incremental, although McDonald’s is testing out even more dramatic
steps, like robotic fryers. McDonald’s is investing to ensure it is one-step
ahead of the pace of change to make consumers lives easier and become
the fastest fast food chain for the digital age.
 BIBLIOGRAPHY

https://www.simplilearn.com/tutorials/artificial-intelligence-
tutorial/types-of-artificial-intelligence
https://searchenterpriseai.techtarget.com/
https://www.studocu.com/in/document/christ-deemed-to-be-university/
https://www.bbc.com/news/technology-49664633#:~:text=McDonald's
%20is%20to%20replace%20human,which%20it%20acquired%20this
%20week.
https://www.cnbc.com/2020/01/08/mcdonalds-creates-digital-customer-
engagement-team-as-part-of-its-tech-push.html