Ideally, your brand illustrates who your organization or company is and how it's perceived by your customers. This means both marketing and product managers need to work closely to protect the overall brand value. Brand management, at its core, is all about sustaining, positioning, defining, crafting, and ensuring a good brand reputation. All in all, brand management is vital as it helps your company influence purchasing behavior; reassuring clients that your company values them; achieving customer loyalty. This is where Artificial Intelligence (AI) can make all the difference.

Kay Firth-Butterfield is Head of AI & ML at World Economic Forum, and a humanitarian with a strong sense of social justice. Kay talks to us about why AI Ethics matter during her presentation at the RE•WORK Applied AI Virtual Summit. Read the full transcript below and watch the video here. It's really great to be with you, and thanks to RE.WORK for making it happen. My title is, Does AI Ethics Matter?

Artificial intelligence (AI) and machine learning are using predictive algorithms to determine a ... [ ] customer's lifecycle in social media One of the biggest challenges brands face today when utilizing social media is finding the right influencer to align with – and while a "wrong" choice likely won't hurt a brand in most cases, it could be more of a wasted effort. However, in a worst case scenario working with the wrong influencer can have a detrimental impact on a brand. According to a survey conducted by Salesforce Research last year, 92% of consumers surveyed report that trusting a brand makes them more likely to buy products and services. In addition, nearly a third – 32% – of consumers also said that the influencer's core values should also align with that of the consumer's. While human marketing teams can comb through the social media feeds of influencers for past posts to judge appropriateness as well as effectiveness, which can be a time consuming endeavor, and could still miss something important.

Artificial intelligence (AI) and machine learning are using predictive algorithms to determine a ... [ ] customer's lifecycle in social media One of the biggest challenges brands face today when utilizing social media is finding the right influencer to align with – and while a "wrong" choice likely won't hurt a brand in most cases, it could be more of a wasted effort. However, in a worst case scenario working with the wrong influencer can have a detrimental impact on a brand. According to a survey conducted by Salesforce Research last year, 92% of consumers surveyed report that trusting a brand makes them more likely to buy products and services. In addition, nearly a third – 32% – of consumers also said that the influencer's core values should also align with that of the consumer's. While human marketing teams can comb through the social media feeds of influencers for past posts to judge appropriateness as well as effectiveness, which can be a time consuming endeavor, and could still miss something important.

A chatbot is a text-based program empowered by Artificial Intelligence (AI) and Natural Learning Processes (NLP). A user generally interacts with the chatbot over a platform through a communication channel connected to a network. In other words, chatbots are bots that live in chat platforms. There are numerous kinds of bots present globally, and they all can perform various tasks. The most common type of bot is the one offering customer services.

"We need to reinvent the way we market to customers. We need a new model." That is often because companies have a wide range of product offerings and a large pool of customers. So, what are the traditional methods of getting the products out to market? This does not work because it might be seen as annoying and push customers away.

Amazon is continuing its fierce expansion in the UK, unveiling plans to hire 400 people for a new development centre due to open in Cambridge in autumn. The retail giant said on Thursday that it was recruiting "extensively" for machine learning scientists, knowledge engineers, data scientists, mathematical modellers, speech scientists and software engineers to staff the new facilities and work on products like the Kindle, Fire tablet, Fire TV Stick, Echo, Echo Dot and the new Echo Look. Once the new centre is open, an existing facility in Cambridge will largely be used for research and development related to Amazon's Prime Air – a delivery system which aims to get parcels to customers in 30 minutes or less using drones. Last week Amazon announced that it was creating 1,200 new jobs at a site in Warrington under plans announced in February to expand its UK workforce by 5,000, despite uncertainty stemming from Brexit. The UK has for some years been a major market for Amazon and in March the sprawling Seattle-headquartered group launched Amazon Business for the UK, aimed at doing for businesses what it already does for individual customers, by offering a marketplace where companies can buy everything from industrial machinery to paper clips and janitorial equipment, even in bulk.

Anthony Levandowski, who is at the centre of Alphabet's trade secrets lawsuit against Uber, stepped down from his post overseeing self-driving car technology. Uber said he'll take a lesser role on the team and won't be involved in decisions relating to lidar technology, which is the subject of the suit. Mr Levandowski explained the changes in a staff email obtained by Bloomberg. He said he decided, along with Uber Chief Executive Officer Travis Kalanick, that he should recuse himself from working on lidar, the laser technology used to help self-driving cars see the road. "I currently don't provide input on detailed LiDAR design choices. But making this organisational change means I will have absolutely no oversight over or input into our LiDAR work," Mr Levandowski wrote in the email.

Wells Fargo & Company is testing a "chatbot", an automated program that can communicate with the bank's customers on Facebook's messaging platform to give them information on their accounts and help them reset their passwords. The US bank said on Tuesday that it is piloting the virtual assistant with several hundred employees, and plans to extend testing to a few thousand customers later this spring. Wells Fargo's chatbot will use artificial intelligence to respond to natural language messages from users, such as how much money they have in their accounts, and where the nearest bank ATM is. Chatbots have risen in popularity in finance and other industries over the past few months because recent improvements in artificial intelligence have made them better at interacting and interpreting human language. Banks and other financial firms are hopeful chatbots can be used to provide better and continuous customer service at a fraction of the cost of large call centres populated by humans.