M+E Daily

Artificial intelligence (AI) fused with Business Intelligence (BI) can empower the analytical feedback loop to bring more perspectives and understanding to film development and the media and entertainment industry, MicroStrategy engineers said May 22 at the Hollywood Innovation & Transformation Summit (HITS).

During the breakout session “AI: Assisted Insights with MicroStrategy One,” they explained how MicroStrategy’s AI + BI platform can further enable an organization’s creative developments with ease.

”We’re here to talk about our platform, MicroStrategy One, and how artificial intelligence and business intelligence can combine to empower your organization with additional insights,” Chris Seven, senior associate sales engineer at MicroStrategy, said at the start of the session.

He went on to present some movie trivia for attendees in which characters were presented on screen that had at least one thing in common. “All of these characters are examples of evil robots, or evil artificial intelligence.”

Those characters and the films they were in, including HAL 9000 from 2001: A Space Odyssey, provided examples of a “lack of guardrails … or a robot or AI that has become corrupt and actually rebelled against its programming,” he said. “There’s a fundamental issue with all of these: There’s bad data that’s actually fueled [this] bad artificial intelligence. Now, in the movies, the ramifications can be a bit worse, [including] the destruction of cities. But, even in the real world, the idea of bad data feeding bad AI is a very real issue.”

He explained that is “because, when it comes to your business, even being accurate 95 percent of the time, simply isn’t enough.”

Seven added: “When it comes to artificial intelligence, we need to be as close to precise and as close to accurate as we possibly can. So we have this issue with artificial intelligence. And when we’re looking at a scale of intelligence versus precision, AI sits very, very high on the intelligence scale, not necessarily so high when it comes to precision.”

He pointed out that the AI he was referring to during the presentation was specifically generative AI. “So, if you’ve used ChatGPT, [that is] a clear example of this as well: Use natural language as an input and get an output [that is] creative, something that has never been generated or created before.”

But he said: “There’s issues with this if anyone’s heard the term AI hallucinations. The example there is that you ask ChatGPT a question and … the answer that you’re getting is actually not accurate. For example, if you ask it for citations about an article that you’ve read, it’ll provide an incredibly realistic view of a list of citations. But if you actually look them up and Google them, none of the articles that it’s mentioned actually exist. So this is an issue when it comes to artificial intelligence … that it’s such a powerful tool, something that’s completely transformed the world over the last two years. But if we don’t have those guardrails in place, if we don’t have a way to actually validate and verify the integrity, not only in the data of the data that’s being inputted into the AI, but also the data that’s being outputted, then you’re completely missing out on some of the key benefits that come from using artificial intelligence.”

BI, meanwhile, is “kind of opposite to AI, in the sense that it’s grounded in very structured processes and technologies that allow organizations to harness essentially data coming from various different systems collected over years  of careful creation of the data to transform that into actionable insights to drive sort of business decisions,” said Cuong Bui, principal sales engineer at MicroStrategy. “So those processes, obviously, are grounded in governance and structured in repeatability that allows the scalability of such processes.”

Bui added: “When you combine that power with AI, you essentially have a solution that is actually completely fleshed out.”

HITS Spring was presented by Box, with sponsorship by Fortinet, SHIB, AMD, Brightspot, Grant Thornton, MicroStrategy, the Trusted Partner Network, the Content Delivery & Security Association (CDSA) and EIDR, and was produced by MESA in partnership with the Pepperdine Graziadio School of Business.