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Vectra Digital is a web design and digital marketing service specializing in generating high-quality leads and maintaining constant communication. Its services include:
- Website design and development;
- Pay-per-click (PPC);
- Organic search (SEO);
- Reputation management;
- Email marketing;
- Franchise marketing;
- An artificial intelligence-powered digital advertisement.
Vectra’s patented artificial intelligence assists its team of professionals in delivering the best marketing value possible for its clients’ budgets. Artificial Intelligence (AI) distinguishes Vectra from other services when it comes to increasing online awareness of their customers’ brands by reaching new audiences and luring them to their websites. When Ada, a computer program, gathers data, she creates her ads, analyzes customer responses and reviews, makes budgets, and thinks about business.
Vectra Digital’s primary benefit from its proprietary AI, Ada, is velocity. AI has aided Vectra in increasing its efficiency and scalability. This efficiency and scalability are accomplished because Ada facilitates the transformation of large amounts of data into actionable insights that are easy to comprehend using Vectra’s Digital Marketing’s proprietary AI technology. Each review is analyzed, categorized, and cataloged according to keywords. They can ensure appropriate and timely responses and assess these responses using an automated system that utilizes the brand’s voice.
Ada allows businesses to collect information, personalize information delivery back to the consumer, and ultimately persuade them more effectively. According to Ruehle, one significant issue concerns the anonymization of customer data collected (16). The data collected from individuals could breach individuals’ privacy as it falls into third parties’ hands (McStay 3). Another potential ethical landmine concerns the issue of cross-pollination of data. Vectra is focused on maintaining customer data boundaries; however, it could be an issue for firms that do not have a robust ethical culture and systems in place. Additionally, there is the problem of adverts targeting specific customers, which initially was related to honoring customer requests. The ethical concern emerged when Harrison discussed the issue of deciding who exactly to target for online advertising.
Fear of change was the primary issue for Vectra Digital in the adoption of Ada. Even more established firms that have been around for longer have occasionally struggled to accept this new technology, so there was no guarantee of success. The second impediment faced by the company was a lack of consistent data. Ada made predictions using both input and produced consumer data. For example, companies that maintained high client participation on their social media platforms over time accumulated enough data to generate insights. However, businesses just starting with digital marketing and social media participation lacked data. As a result, it was hard to fully use the power of a tool like Ada. The final hurdle to adoption was a lack of control over AI’s behavior. One example of it is the case of a Salesforce Customer Relationship Manager. When Ada received a lead in the customer data system, it developed the power to reach the consumer directly by telephone or email without the assistance of a salesperson (Ruehle and Ambs 15). With AI, many businesses struggle to hand over control of critical business functions.
The advantages of deploying artificial intelligence exceed the ethical and societal difficulties Ada has encountered. As for the protagonist character, Harrison Ambs, I would be on the lookout for chances to completely capture and grow the value that Ada brings to the company continually. To compete with large technology corporations, I would develop partnerships that would allow Vectra’s clients to maximize the value of their advertising dollars while also capturing more value for themselves. Finally, I would diversify my market to strengthen Vectra’s positions and maintain a consistent flow of income.
Works Cited
McStay, Andrew. “Emotional AI, Soft Biometrics and the Surveillance of Emotional Life: An Unusual Consensus on Privacy.” Big Data & Society, vol. 7, no. 1, 2020, pp. 1-12.
Ruehle, Chrissann R. Understanding the Complex Ethical Landscape of Artificial Intelligence Adoptions. 2020. PhD dissertation. ProQuest Dissertations Publishing.
Ruehle, Chrissann, and Harrison Ambs. Vectra Digital: Capturing Artificial Intelligence Value After Adoption. 2021. North American Case Research Association, case study.
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