Artificial Intelligence
AI in Data Analytics: What You Need to Know and How to Use It
By Natalie Sheffield

While businesses continue their endless pursuit of a competitive edge, the data community firmly believes they have already ascertained that coveted advantage.

Although the discipline of artificial intelligence (AI) was born in the 1940s, today’s data scientists use contemporary approaches to refine methods of extracting value from vast amounts of data. Regardless of whether you're a data scientist or a business leader, AI in data analytics has affected your daily operations. This article will equip you with the knowledge and actionable steps you need to leverage AI in data analytics effectively and stay ahead of the curve in the era of intelligent data-driven decision-making.

AI Is Transforming Data Analytics As We Know It

Artificial intelligence has quickly become a ‘hot topic’ known for revolutionizing the field of data analytics by advancing various aspects of the process. Despite such revolutionary advances, the power of AI is not as omnipotent as it has been made out to be. Across industries, the phrase “artificial intelligence” is commonly used as an umbrella term for multiple facets of the larger whole that represent various technologies and approaches. In truth, the label encompasses diverse disciplines, including the three most common subfields, machine learning (ML), deep learning (DL), and natural language processing (NLP).

As an umbrella term, AI unifies the field of data science and fosters collaboration across organizations, helping businesses enhance customer experiences and navigate daily challenges. Although it offers many benefits, before organizations implement AI in data analytics, they must first understand how to differentiate between the types of artificial intelligence to optimize their capabilities and limitations.

Types of Artificial Intelligence

1. Machine Learning

A subfield of artificial intelligence focused on improving machines to learn from data and improve performance without explicit programming.

How it works:

ML experts create algorithms that automatically analyze and interpret data patterns, which allow systems to make predictions, decisions, and act based on learned insights.


  • Identifying complex relationships
  • Classifying information
  • Making accurate predictions/ recommendations


  • Requires labeled data
  • Prone to overfitting
  • Complex structures difficult for users to interpret and use

2. Deep Learning

A subfield of artificial intelligence that uses artificial neural networks to simulate human brain structure and function.

How it works:

DL experts train multi-layered deep neural networks to automatically extract hierarchical data representations, leading to highly accurate, sophisticated predictions and classifications.


  • Handling complicated or unstructured data
  • Recognizing images and speech
  • Autonomous driving


  • Optimal performance requires extensively labeled datasets
  • Computationally demanding
  • Difficult for users to interpret and explain DL reasoning

3. Natural Language Processing

A subfield of artificial intelligence focused on interactions between computers & human language.

How it works:

NLP experts create algorithmic models so computers can understand, interpret, & generate human language in meaningful, contextually appropriate ways.


  • Processing and analyzing large volumes of text data
  • Enabling advanced language-based applications
  • Enhancing human-computer interactions


  • Difficulty understanding ambiguous language components
  • Difficulty understanding domain-specific jargon, slang, or idiomatic expressions
  • Can perpetuate societal biases and prejudices present in data

Benefits of AI in Data Analytics

Overall, AI in data analytics has been incredibly beneficial to the progress of all industries. One digital transformation that has resulted from AI in data analytics is the ability to execute faster and more accurate data collection and processing while simultaneously reducing costs. AI-powered algorithms can efficiently gather and organize vast amounts of data from multiple sources, ensuring valuable insights are extracted in real time. This enhances productivity while reducing manual efforts, leaving employees with more time to focus on essential tasks.

AI algorithms can process data at unparalleled speeds, and their concurrent feedback loop of learning and improvement enables organizations to make informed decisions swiftly. With enhanced data visualization techniques, AI magnifies intuitive and interactive representations of complex information. This empowers analysts to identify patterns and trends more quickly, facilitating data-driven decision-making and data governance best practices across departments while simplifying the complexity of the current process.

By leveraging advanced machine learning models and enabling predictive analytics, businesses can make accurate forecasts, optimize operations, and mitigate risks effectively. In all of these tasks, AI enables personalized customer experiences. This level of personalization enhances satisfaction, engagement, and customer loyalty, leading to improved business outcomes.

Challenges and Ethical Considerations of AI in Data Analytics

Despite its many benefits, experts must navigate numerous challenges and ethical considerations while using AI in data analytics. It is important that brands fully assess such obstacles prior to implementation; to sustain optimized operations, business leaders must create proactive contingency plans that address these challenges.

1. Data Bias and Fairness

Because AI systems learn from vast amounts of data, if the training data is biased or unrepresentative, it can result in biased or unfair outcomes. Data bias arises from a variety of sources, including historical and societal biases, underrepresentation of certain groups in the data, or human prejudices reflected in the data collection process. Such biases can perpetuate and amplify societal inequalities, leading to discriminatory decisions or actions by AI systems.

Analysts must carefully pursue the data curation process with enough data diversity to ensure fairness in data analytics that use AI. This requires algorithmic accountability, inclusive datasets, and robust evaluation frameworks to detect and mitigate bias.

One example of an unbiased and fair data platform is Snowflake’s Cloud Data Platform. Snowflake derives all insights with a commitment to inclusion, equity, and diversity, allowing organizations to comfortably employ AI in data analytics without the fear of data bias or unfairness.

2. Explanations (“Black Box AI”)

Explanations, or the "Black Box AI" challenge, pose a significant hurdle for AI in data analytics. As AI models become increasingly complex, their decision-making processes can become opaque, making it difficult to understand how and why specific outcomes are reached. This lack of transparency hinders trust, accountability, and the ability to detect and correct biases or errors.

Addressing this challenge requires developing interpretability methods and techniques that can elucidate the inner workings of AI models, enabling stakeholders to comprehend and validate the decision-making processes. Striking a balance between the complexity of AI algorithms and the need for understandable and transparent explanations is crucial to ensuring AI's ethical and responsible use in data analytics.

3. Privacy and Protection

Collecting, storing, and analyzing massive amounts of personal and sensitive data raises concerns about privacy breaches and unauthorized access. When using AI in data analytics, safeguarding personally identifiable information and ensuring compliance with privacy regulations become paramount.

The risk of re-identification, data leaks, or the unethical use of data necessitates robust security measures and rigorous data anonymization techniques. Striking a balance between the utility of data for analytics purposes and preserving individual privacy rights requires implementing stringent privacy policies, adopting encryption methods, and fostering a culture of responsible data handling throughout the AI lifecycle.

Taking Actionable Steps Toward Optimizing Data Analytics With AI

To fully optimize your data analytics practices using AI, you must first assess several considerations:

Identify business objectives and data analytics needs

  • Define your organization's goals and objectives for utilizing data analytics. This will provide a clear path to follow for improvement.
  • Determine which areas of your digital ecosystem where decision-making processes must be improved. Can this be enhanced with artificial intelligence?

Assess data readiness and relevance

  • Evaluate the quality, accessibility, and availability of data within your digital ecosystem.
  • Ensure that data is collected, stored, and well-organized in a manner suitable for AI applications.
  • Address any data gaps or inconsistencies that could hinder effective AI-driven analytics.
  • Identify additional data sources that complement your existing datasets and provide more comprehensive insights.
  • Ensure that the data is diverse, representative, and of high quality.
  • Implement data governance practices to maintain data integrity, security, and compliance with privacy regulations.

Develop an AI strategy

  • Create a well-defined strategy that outlines how AI will be incorporated into your data analytics processes.
  • Identify the specific AI techniques, algorithms, and technologies that align with your business objectives.
  • Consider which subfields of AI will best align with your specific use cases.
  • Determine the computational resources, hardware, and software tools required to support AI-driven data analytics.
  • Explore cloud-based platforms, AI frameworks, and analytics tools that align with your organization's needs and budget.
  • Foster a culture of AI adoption within your organization that encourages continuous learning and professional development.

Technology Solutions

If you are considering implementing AI in data analytics, it is crucial that you identify the different technical solutions that incorporate AI in their offerings. Technologies allow organizations to leverage the power of AI to enhance their operations and decision-making processes in different ways. By comparing your internal budget considerations, goals, and requirements with various technology solutions, it may become evident which solution is best suited to your unique situation.

Adobe Analytics uses Adobe Sensei AI and machine learning capabilities to capture the critical data your organization needs to assess customer trends, patterns, and more.

Google Analytics Intelligence
employs machine learning capabilities to help you better understand and act on data that would otherwise be difficult to decipher manually.

If you are looking for a quick implementation or optimization of AI in your daily business data operations, consider contacting expert consultants and resources for more information.

Optimize Your Data Analytics With Concord AI Experts

AI is transforming the way data scientists work in everyday life. With automation techniques, faster collection and processing times, data visualization, and emerging digital transformation trends, AI shows no signs of slowed growth in data analytics.  

Consider engaging with experienced technical consultants when implementing AI into your organization's data operations. The right team can assess your organization’s unique circumstances and help ensure that you optimize your resources to their fullest potential.

Getting Started

Concord USA is a consultancy that combines technology and industry depth with a get-it-done culture to enable resiliency, efficiency, and innovation. Whether you are trying to improve customer satisfaction, data strategies, security, or other technological issues, Concord can help.

Contact us today to learn more about using AI in data analytics, building a retail customer experience strategy, our Technology Integration Services, or other ways we can help your business thrive.

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