Artificial Intelligence & Machine Learning at the ENTERTAINER

Businesses of all sizes across all industries are embracing Artificial Intelligence (AI) and Machine Learning (ML) as they look to identify market trends, boost innovation, and enhance products and services.

The ENTERTAINER’s Chief Technology Officer, Azhar Basit takes a closer look at AI and ML and explores how businesses can use Artificial Intelligence and Machine Learning to better understand and reach out to their customers through data.  

At the ENTERTAINER, we are always looking at how we can go one step further when fulfilling the needs of our customers. Recently we came across an opportunity where we were able to leverage AI and Machine Learning to exceed the needs of our business partner. 

In this instance, our business partner wanted us to help them connect to their customer base in a targeted manner. We could have simply segmented their data based on demographic attributes. However, the ENTERTAINER data team decided to use Artificial Intelligence, unsupervised learning, in order to segment the data. 

In doing so, we used Azure Cloud Data Tools to extract data from our live databases into a Data Lake. AI and Machine Learning algorithms (k-means algorithm) were used and run on a parallel processing platform (Spark) to cluster the data into various segments. The output of these segments was then fed into the Braze application which enabled us to target customers specifically based on their segments generated by our AI system. 

This is an example of how our engineers are leveraging big data and Machine Learning to enhance customer experience. If you would like to learn more about how our team of tech experts can leverage data to help you better understand your customers, get in touch with us today.