Conference on Big Data and Artificial Intelligence


The Arison School of Business at IDC Herzliya held a conference on Big Data and Artificial Intelligence. The conference, led by Dr. Hagit Perry, Head of MBA specialty in big data for business at Arison School of business, brought together leading managers and researchers from around the world in an attempt to answer the big question: How to define and manage products and projects based on large data and scientific data?

Moshe Ben-Bassat, founder of Clicksoftware, said that "Although Big Data's phenomenal developments enable important specific applications of artificial intelligence, such as facial recognition, speech recognition, or decoding of ECG - For decision-making applications in deeper areas, such as full medical diagnosis or military intelligence assessment, we will need to add algorithms that combine human knowledge based on long-term research, such as the anatomy and physiology of the human heart, or enemy combat doctrines. "

"We must not neglect the human knowledge that has been accumulated to this day.  I can take all the apples that fell from the tree and with software help calculate the chance that the others will fall. But if I tell the computer to invent Newton's laws, it cannot.  We are too concentrated on data. We will achieve more if we change the learning of the data to teach data. At the high level of problem solving, AI has another way. "

"Wikipedia for smart machines is an infrastructure project that I propose to promote. Which means, Wikipedia, which is intended for reading by machines; not human beings."

"There's a mechanism called Glowing Mistakes: it's enough that the mechanism makes one idiotic decision to lose all confidence in what it's going to do. For example, if it's just one face recognition, then you've lost one not so bad. But if, as a result of Deep learning’s decision, a passenger plane would be shot down as an enemy aircraft. It's a problem. So when it comes to the rank of decision-makers at the highest levels, you have to improve the accuracy percentage of the forecast so that it does not perform glowing mistakes.

"Pay attention to the fact that you're doing a full product, that the system will work with other things - where the data is from and where it goes, at low levels - full automation is fine, at high levels - not playing the game. Both. Recommended Ben-Bassat.

"Technology is just the beginning," said Amir Haramati, Chief Commercialization Officer, SparkBeyond." There is a commitment from senior executives to look at the insights from last night and take action. They need their commitment." In addition, "there is room for improvement in the connection between Israeli start-ups and Israeli industry in terms of Big Data."

Shai Fine, Senior Director, Analytics and Big Data at Teva, noted "When you enter with these capabilities of AI, the expectations of what you bring are much higher than what the organization can do today and what is less than perfect is not good enough. Even if it is not perfect, it is left behind, with nothing."

Dr. Hagit Perry, Head of MBA specialty in big data for business at Arison School of business at IDC, presented how her research has enabled Big Data to automate product pricing and introduce new brands on the shelf. The research was performed with data from a leading supermarket chain in the US.

 Dr. Hagit Perry |Photo by: Samuel Tores  
"Toys R Us recently went bankrupt and joined a large group of retail companies, which were very well established in the past, and in recent years, their sales are dropping drastically, despite their presence online. This is because in recent years companies such as Amazon have been taking a significant share of the market. The competitors use the accumulated data on the purchases made in the stores and through them they create a personal experience for the buyers in the buying process, which increases the chances of buying and the percentage of returning customers significantly.

The large retail companies trying to cope with the big crisis they are experiencing admit that the data should be used by us to understand the customers, but we are not yet customer-focused companies, but product-focused companies, Said Dr. Perry.

"To sum up," she said, "our main tool to accompany the client's journey with the use of Big Data is to create automatic product management - price management and product development specifications (eg 60 RILs per day of WIX products) And to add sources of information from external sources that add a great deal of knowledge to the models, but are open to the public and are available for use, such as maps and news. In addition, the use of in-store sensors will create unique information that will also advance knowledge about the client's journey and will enable the creation of an important competitive advantage".

Prof. Dov Pekelman, Dean of the Arison School of Business at IDC Herzliya, addressed the students who began their studies, spoke about the future job market, and expressed his concern about the academic programs: 

"A week ago, about 2,000 students began studying in about 3-4 years, and the business managers will have real exposure to the management world for another 6-7 years." Think of a graduate in accounting. , It is already possible to deal with criticism at the push of a button, and the regulator is the one stopping it. After completing their studies, they will reach a world in which the position of accountant will be completely different - the students we are marketing - in about 6 years 95% of the marketing will be digital.

Those who we teach financing - in the future, Fintech will go wild. Anyone who finishes law and passes the internship will go to the courtrooms and find NLP systems that can read and win thousands of precedents and when he has to argue in court he will be equipped in such a way that if the lawyer facing him did not receive this training, I don’t know what the judge will do."

Prof. Pekelman noted that "Google, IBM, Apple and others are attracting people and academia is emptying out, the rest are investing in ideas for start-ups, and in 3-4 years the world will change and the academic systems today are not built for it. Think of another model in academia, bring people from the industry, and collaborate with them - IBM gave MIT $ 240 million to open a lab for learning machines. The curriculum should change as we progress. We have opened the Big Data specialization in MBA, and we are making changes to the first degrees in all the programs. We are also preparing to establish an institute for all degrees at IDC Herzliya that will deal with algorithmic research with the School of Computer Science, Faculty members and managers.

Prof. Yoram Wolf, Head of the Department of Secondary Medicine at Meuhedet Health Services, described introducing an innovative tool developed in cooperation with Watson's BI, which enables monitoring of physicians' treatment of pregnancy monitoring, based on the ability to process and understand free text in the files. The challenge presented by Prof. Wolf was to extract the relevant information from a free text written by the doctors during the patient's visit, and to ensure that important actions are being carried out to prevent disease, which if a doctor did not mention or treat them, the woman or the fetus will be harmed. For example - to make sure we did not just say take folic acid, but also give a prescription.

Photo by: Samuel Tores

Moran Ben Gigi, head of data and analytics at KPMG, presented a system that does accounting work without human contact. According to him, the key to AI is integration of capabilities. "A one-way AI process no longer meets the AI definition, and a multi-tasking process is required to meet the definition of true AI."

"If you collect Big Data - consult with a lawyer!" Said Dr. Dov Grinbaum, director of the Zvi Meitar Institute for Technological Innovation, Law and Ethics at the Herzliya Law School. Dr. Grinbaum reviewed a number of legal aspects related to AI among the uses he noted: law firms can use Big Data to test jury interaction, pricing, etc. Another aspect is the question that arises if someone else uses Watson. Am I not using it, guilty of professional negligence?

Law firms around the world are dealing with questions of the ethical aspects of Big Data in trials. A prominent example is the possibility of companies collecting information from the network about people and using it to sell information such as credit ratings. In this context, he mentions the case of Spokeo, a company that markets personal information based on personal information from the Internet. Adam sued this company because the information they had about him was wrong.  After the case went up to the Supreme Court, it became clear that credit /information companies should regulate these companies. Dr. Greenbaum warned: A big data company that collects information - the state will watching you. Make sure you have legal counseling!”

Gali Konki, vice president of product at Liveperson, spoke about the right connection between the AI worlds and the sales and service systems of large customers. According to her, the future support and sales system will be a combination of people and bots. "Technology is not enough. The challenge is how to incorporate the correct form of technology to create a profitable and efficient operation on the one hand and on the other to maintain the satisfaction of the customers they serve.