Elevating Customer Experience On Social Media Through AI And ML: Insights From A Machine Learning & AI Expert

Elevating Customer Experience On Social Media Through AI And ML: Insights From A Machine Learning & AI Expert

Shagun SharmaUpdated: Thursday, January 11, 2024, 10:21 AM IST
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Social media stands as a powerful bridge between businesses and their customers. The impact of social media on the target audience and customers of a business cannot be overstated. The tools of artificial intelligence and machine learning are being used to make even a more connected community on the internet.

How AI and machine learning are allowing social media and its users to evolve is something that is yet again becoming a reason for the social media marketplace to evolve and for the users to be up to speed. To delve into this transformative nexus, we turn to a thought-leader and exemplary contributor to the faculties of Machine Learning and Artificial Intelligence.

Raghavan Muthuregunathan is an industry leader whose expertise has been instrumental in reshaping how businesses on social media and social media itself operate. His insights into generative AI have illuminated new paths and possibilities beyond traditional search engines. Starting his journey at Microsoft Bing, he currently leads the team of search engineers at LinkedIn. 

Raghavan’s work and accolades revolve around leveraging AI and ML for creating customer-centric social media strategies, and they allow us to navigate through the framework of social media search and the attached customer experiences.

At the heart of this transformation lies personalization, a domain where AI algorithms, armed with the power of ML, come into play. His work has shed light on the profound impact of personalization. By analyzing vast datasets, AI-driven systems comprehend user behaviors and preferences with remarkable precision. Platforms like Facebook, powered by these technologies, curate personalized feeds, ensuring users encounter content that deeply resonates with their interests. In a largely useful and influential patent titled “Querying Named Entities”, Raghavan introduced a solution to modify and enhance user search inputs, with the aim to find the most relevant and accurate results online.

Another one of his patented works titled, “Efficient Retrieval of Fresh Internet Content”, employs the aforementioned aspects of technology to increase the efficiency of a work session. Efficient information retrieval is another cornerstone of a gratifying user experience, and Raghavan recognizes its significance. AI-enhanced search engines, under his guidance, have evolved to process user queries intuitively, thanks to Natural Language Processing (NLP) and Deep Learning. "These technologies enable semantic search capabilities that deliver accurate and relevant results. Image and video recognition technologies, have expanded the scope of searchable content, making information more accessible and user-friendly." He stated.

Proactive customer support, available 24/7, is a critical component of the social media landscape. AI-driven chatbots provide instantaneous support, enhancing customer satisfaction. "These AI entities, as they interact more with users, evolve to provide responses that are not just precise but remarkably human-like." He explained. 

In today's digital community, ensuring a respectful and safe environment is imperative. Raghavan's pioneering work inclusive of his published research papers in automated content moderation, powered by AI, plays an instrumental role in creating this safe digital space. AI's adaptability, nurtured through continuous learning, enables it to identify and address new forms of inappropriate behavior in real-time, maintaining a respectful and secure online ecosystem.

As we navigate the ever-changing digital world, leaders in the industry like Raghavan Muthuregunathan continue to lead the charge, harnessing the power of AI and ML to forge deeper, more meaningful connections among social media platforms, businesses, and the users. However, striking a balance by providing human touch where necessary, especially for complex and emotionally sensitive interactions, stands to be an ongoing pursuit for organizations.

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