ValenciaA_BUSN600week5

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1 Week 5 Assignment-Project Part 2 Andrew Valencia American Public University BUSN600: Artificial Intelligence Practices in Business Dr. Linda Ashar 10 March 2024

2 Week 5 Assignment-Project Part 2 A few business options for Netflix to follow to help with the three identified issues of bias and privacy, security risks from hacking, a lack of human-like creativity and empathy. The first would be to employ individuals that would fix problems that are causes by issues that arise from when AI starts to show biased results. There currently is a process that does just that, it is called human-in-the-loop (HITL). Next to fix the security risks from hacking a great option would be to limit the access of one’s account to a few specific locations, or have the customer verify their Identity on another connected device. This can be done by using geolocation or sending codes to a verified device. To fix the issue of lack of human-like creativity and empathy an AI can be programmed to better respond to human emotions. Human-in-the-Loop With putting a human in the loop of how AI works one can resolves a lot of the issues that an AI cannot do alone. This can help Netflix avoid issues like biased data which can contribute to biased algorithms if it favors certain groups or promotes prejudices. With having a human in the middle of the process they can stop these biases before they happen. The goal of Human-in-the-Loop is to do what is impossible for a machine or a human to accomplish on their own. Humans must intervene when a machine is unable to resolve an issue. A continual feedback loop is created because of this procedure. The algorithm learns and gets better outcomes every time it receives feedback. “Typically, there are two Machine Learning algorithms where you can integrate HITL approaches. These include supervised and unsupervised learning. In supervised learning, experts use labeled data sets to train algorithms to produce appropriate functions. These can then help to map new examples. Doing this will allow the algorithm to correctly determine functions for unlabeled data. In unsupervised learning, unlabeled datasets are fed to the

3 algorithms. Thus, they need to learn on their own to find a structure in the unlabeled data and memorize it accordingly. This falls under the Human-in-the-Loop Deep Learning approach” (Wolfewicz, 2023). The foundation of Levity's automation software is this idea: they understand that companies such as Netflix may not have enough data at first to achieve near-perfect performance, but typically enough to obtain acceptable outcomes. This performance can be significantly improved both temporarily and over time by including HITL, since each intervention contributes to ongoing training. Security risks from hacking One may think that having their Netflix account hacked is just as simple as checking their password to stop an individual from accesses their account for free. However, your personal banking account information is also available for the hacker to access. As stated above a program that can geolocate where your account is accessed from can aid in stopping this problem. “At a technology event in Las Vegas, a software firm Synamedia unveiled their Orwellian AI system which has been created to track down any account that has been sharing login information with another” (Martin, 2019). The software determines which accounts are logged in at any given time and from where, by analyzing geolocation data. The software can observe who and where is sharing their credentials. By doing this, it can even determine whether you are accessing from a hotel or vacation spot, your house, or your place of employment. If a log in is attempted from an unknown location this will prompt Netflix to lock the account and conduct a security check. Lack of human-like creativity and empathy

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4 It is impossible to overstate the significance of emotional intelligence in the modern world, where artificial intelligence (AI) is transforming the way people communicate, work, and live. Artificial Intelligence (AI) can improve things and increase efficiency, but it's important to understand that AI cannot yet replace the human touch or the capacity for emotional connection. Emotional intelligence is useful in this situation. “Given artificial empathy is a product of programmed models, it lacks the genuine emotional understanding and personal experiences, even though it is able to mimic it on the surface. Thus, artificial empathy and its characteristics more closely align with human sympathy for two primary reasons: Programmed responses: Artificial empathy expresses itself through predetermined responses and actions, similar to human sympathy where supportive responses can easily be given without necessarily sharing the same emotion or experience. This is similar to how we will often extend a habitual “I’m so sorry” to someone after a tragic event, without necessarily knowing what it may feel like to be in their shoes. We are programmed to respond with “I’m so sorry,” just as artificial empathy is programmed to extend the same. Lack of personal experience: Artificial empathy lacks personal experiences, subjective consciousness, and the ability to draw from a reservoir of personal experiences (as human empathy requires). Instead, it functions based on objective, designed learning models. This is similar to human sympathy, which does not require you to have had a personal experience in order to feel sorry for someone. (Whereas human empathy requires mirroring one’s emotion, often built on personal experiences that bear resemblance.) When discussing artificial empathy, it is more appropriate to draw parallels with human sympathy, which involves understanding and supporting others without necessarily sharing their emotional experiences, which AI is unable to do” (Nielsen, 2023).

5 As mentioned before Netflix can tailor its services to offer certain things that may not fit with where the customer is emotionally. If the customer is sad from a recent loss, they do not what to be reminded of that loss. Netflix can do this by suggesting titles that are sad, comedies, or romance.

6 References Martin, N. (2019, January 10). Ai being used to bust those netflix account moochers . Forbes. https://www.forbes.com/sites/nicolemartin1/2019/01/10/ai-being-used-to-bust-those- netflix-account-moochers/?sh=53460d2d1172 Nielsen, J. (2023, December 13). Artificial empathy: Is it still empathy? . Artificial Empathy: Is It Still Empathy? https://jakobnielsenphd.substack.com/p/artificial-empathy Wolfewicz, A. (n.d.). Human-in-the-loop in machine learning: What is it and how does it work? . RSS. https://levity.ai/blog/human-in-the-loop#:~:text=Human%2Din%2Dthe%2DLoop %20aims%20to%20achieve%20what%20neither,of%20a%20continuous%20feedback %20loop.

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