With its ability to analyze data, create content, and support decision-making, artificial intelligence (AI) technology opens up new opportunities for companies from small to large. According to , 91% of companies surveyed said they are increasing their investment in artificial intelligence (AI).

In order to provide an overview of the application of artificial intelligence in work, this article will introduce some outstanding applications of AI being deployed at leading companies in the world and in Vietnam.

1. What is artificial intelligence AI?

Artificial Intelligence (AI) is a field of computer science that involves creating technologies to enable machines to perform tasks that require human intelligence – (According to IBM ).

In a Gartner report , the rate of businesses using artificial intelligence technology increased by 270% from 2015 to 2019. AI is becoming an important tool to help businesses improve work performance and increase competitiveness in the market. In a McKinsey statistic , many businesses reflect at least 5% growth in earnings before tax (EBIT) thanks to the application of AI technology.

McKinsey statistics on increased revenue thanks to AI applications – source: McKinsey

Areas where AI technology increases productivity at work include:

2. Applying AI in Sales & Marketing activities

According to Ringover statistics , companies that apply AI tools to their sales process have seen a 50% increase in the number of potential customers, while total costs have decreased by up to 60%.

With the rapid advancement of AI technology in recent years, the marketing and sales field has received the most value from AI technology. Some examples of AI technology applications in marketing and sales include:

2.1. AI application for content creation

Using artificial intelligence (AI) tools in content creation for marketing has become a popular trend and brings many significant benefits to businesses. Siege Media data shows that 83.2% of content marketers plan to use AI by 2024, up nearly 30% from 2023 at 64.7%.

By providing keywords and descriptions, AI tools will help marketers come up with article ideas, build content outlines for marketing articles such as blog posts, social media posts or email marketing campaigns. AI technology can also create complete articles in many different languages. One of the most popular and free AI software used today for article writing is ChatGPT (developed by OpenAI).

ChatGPT helps Marketers come up with ideas when writing blog introductions – source: ChatGPT

By using AI tools for writing articles, users will get benefits such as:

• Provide diverse content ideas: AI tools can provide creative ideas and outlines for articles. Although it is not always possible to apply 100% of what AI suggests, you can certainly come up with many new ideas of your own.
• Quick information search: With ChatGPT tool, users just need to enter questions into the conversation with AI chatbot, the answer will be responded quickly.
• Optimize and expand content easily: Not only supporting content writing, many AI tools also help evaluate and suggest editing existing content to optimize SEO, in order to increase keyword rankings on Google.
• Create cross-platform content from existing content: Users can simply enter any content into the chatbot's dialog box and request that content be rewritten to post on other platforms.
• Save time writing: With the help of AI, businesses can save a lot of time creating content because this tool has already outlined and summarized the content.

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2.2. AI application for image design

In addition to content writing, artificial intelligence (AI) technology can also be applied in image design for advertising communication activities. Some tools such as Midjourney, DALL-E, Canva... use AI to create images based on input data such as color, style, theme...

These images can be included in media publications such as advertising posters, banners, social media posts, etc. This helps save a significant amount of time, costs, and increases work efficiency for marketers.

Midjourney – an application that uses artificial intelligence (AI) to create vivid pictures – source: Midjourney

Recently, PepsiCo - one of the world's largest beverage brands, has boldly used artificial intelligence AI to create key visuals for the 2024 Tet campaign. These images spread across media platforms and out-of-home (OOH) billboards, attracting the attention of a large number of consumers.

According to Adobe , the three biggest benefits for users when designing images with AI technology are:

• Greater efficiency: AI tools can help automate repetitive tasks like separating subjects from backgrounds, resizing images, and applying consistent styles so you can focus on more complex, creative work. These tools also help users avoid the physical and mental strain of having to examine the smallest details on a screen to select the right pixel or font.
• Unlimited Creativity: Generative AI is a great ideation tool. You can try out new ideas and concepts faster than ever, explore your boldest ideas and see how they can be executed with AI art commands.
• Greater accessibility: With automatic accessibility testing, AI can find issues with readability, color contrast, etc. This is faster and more reliable than manually testing accessibility.

2.3. Customer service chatbot

Chatbot is a type of automated software that can interact with users through chat. Through chatbot, users can chat with digital devices as if they were communicating with real people and receive necessary information.

By applying AI technology, AI chatbots can answer customer questions accurately and almost immediately. Thanks to fast real-time response speed and the ability to customize conversations according to customer needs, AI chatbots can shorten the time on the customer's buying journey. According to ThriveMyway , conversations with chatbots receive an average customer satisfaction rate of 87.58%.

Some benefits of chatbots for businesses:

• Unlike employees who work 8 hours a day, chatbots can work continuously 24/7 without needing to rest.
• Automate many processes such as ordering, information lookup, etc., reducing repetitive tasks, helping to save time.
• Enhance user experience and facilitate businesses to maintain good relationships with customers

A prime example is H&M, a fashion retailer that uses chatbots to provide information about product availability, nearest stores, and other advice based on customer queries.

Or Starbucks – the world’s most famous coffee brand, has integrated the Amazon Alexa platform into their ‘My Starbucks Barista’ service. This allows customers to place orders, edit and confirm pickup locations using voice and chatbot technology via mobile phones.

2.4. Personalized Advertising

Personalized advertising is advertising that is created based on consumer data to increase the relevance of the advertisement. This data can be behavior, interests, needs, geographic location, demographic information, etc.

Personalization now goes beyond just calling customers by name in emails, to understanding their interests, needs, and behaviors to provide the most relevant content and services.

Epsilon research shows that 80% of consumers are more likely to make a purchase when a brand offers a personalized experience. In the digital marketing age, personalized advertising has become an extremely important element in businesses' marketing campaigns.

The first step to effective personalized advertising is to build a 360-degree customer profile. By combining AI and a Customer Data Platform (CDP ), businesses can build a comprehensive customer profile with a 360-degree view, with customer data collected from many different sources.

Once you have a clear picture of your customers, you can take advantage of computational advertising – a series of algorithms that allow marketers to deliver timely ads based on demographic information or online habits of customers. This algorithm can help make ads more attractive and relevant, thereby improving marketing effectiveness and conversion rates.

A typical case-study in applying AI to personalize advertising is Netflix - the online television "giant". Netflix pays special attention to personalizing the marketing experience. This company uses Machine Learning technology to analyze users' viewing behavior such as duration, favorite genres, search history... from which to recommend suitable movies and TV shows.

The relevance percentage (in green font) next to each movie title indicates how relevant the movie is to the user. This action by Netflix makes it easier for customers to find their favorite content, thereby increasing satisfaction and improving the user experience.

>> See more in this article: How AWS is shaping the future of intelligent computing by AI

3. AI Applications in Human Resource Management

Besides being applied in the business field, AI is also used in human resource management activities to improve management efficiency and develop talent in the organization.

According to a recent January 2024 Gartner survey , 81% of HR managers are using AI to improve efficiency in their organizations, 43% of managers aim to use AI for HR services and 41% for recruiting.

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3.1. Improve recruitment efficiency

Using artificial intelligence in recruiting and attracting talent is one of the most popular applications of AI in human resource management, specifically:

• Effective candidate search: With specialized AI software, businesses only need to provide input data as specific criteria for the position to be recruited, AI technology will help find suitable candidates by "scanning" through huge databases on the internet or on online platforms such as LinkedIn... This helps businesses increase the rate of recruiting "the right person at the right time". One of the platforms that apply AI technology to search for candidates is the Taleo platform developed by Oracle.

• Screening resumes: According to statistics, each recruitment position requires 23 hours to screen resumes and only 12% - 25% of them are qualified. It can be seen that manually screening candidate resumes takes a lot of time. AI can help screen a large number of candidates based on the criteria set by the business, then identify the candidate who best suits the job requirements, saving time and resources for the business.

• Automate the interview process: Some specialized platforms (such as HireVue) can use AI to automate interview scheduling, saving time for both employers and candidates. Furthermore, this technology can generate relevant interview questions based on the job description and candidate profile, ensuring that the interview process focuses on the necessary skills and experience. After the video interviews are completed, AI can analyze the language, tone, and facial expressions of candidates during these interviews, thereby providing objective and detailed assessments of candidates, avoiding subjective biases. This helps employers make more accurate decisions.

Integrating AI into the recruitment process helps ensure fairness and transparency, helping businesses find and attract the right people quickly.

3.2. Training and human resource development

According to a survey conducted by the American Society for Training and Development, implementing effective training programs results in 218% higher profits per employee and 24% higher profit margins. It can be seen that training and developing human resources helps increase the competitive advantage of businesses in the market.

AI can increase the productivity of employee training for businesses. Using data, AI algorithms can assess the knowledge, skills, and experience of all employees, then provide learning content that is tailored to each individual’s goals, needs, interests, and learning styles. This personalized approach not only improves employee knowledge and skills, but also strengthens employee engagement with the organization.

3.3. Employee performance evaluation

Employee performance evaluation is an indispensable activity in human resource management. Applying AI in this work brings significant benefits to businesses. AI has the ability to analyze data from many different sources such as work results, feedback from colleagues, management reports, etc. The result of this analysis process is that AI will give objective and accurate assessments of each employee's performance.

Through the collected data, AI can set specific and measurable goals that are tailored to each employee. This not only improves work efficiency but also promotes personal development, contributing to a positive working environment.

Some advantages and disadvantages of AI in the field of Human Resource Management

AdvantageDisadvantagesIncrease accuracy and speed in everyday tasks, increase work productivityDeploying and maintaining AI technology can require large investment costs.Improve recruitment efficiency through candidate screening and selectionPotential cybersecurity and data privacy risksIncrease employee engagement and retention by providing personalized experiences and real-time feedback Reliance on AI could lead to disruption if the technology failsOptimize human resource management capabilities, help make informed decisions using data analysis methodsHigh requirements for input data, if the data is biased or contains bias, AI algorithms can produce unfair results

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4. AI Applications in Accounting – Finance

According to Mordor Intelligence , the market size of artificial intelligence (AI) in the accounting sector is estimated to reach 1.56 billion USD in 2024 and is expected to reach 6.62 billion USD in 2029, growing at a compound annual growth rate (CAGR) of 33.5% during the period 2024 - 2029.

Another study by CPA Practice Advisor magazine said that 72% of professionals in the accounting field expect AI to develop significantly in the next 3 years.

It can be seen that artificial intelligence (AI) in accounting is becoming an increasingly important and widely applied technology. This technology brings many breakthrough benefits, helping to optimize processes, improve accuracy and reduce the burden of manual work. Some typical applications of AI technology application in financial accounting include:

4.1. Efficient data processing and accounting

AI can automatically scan, recognize and process accounting documents such as invoices, vouchers, financial reports, etc. OCR (Optical Character Recognition) technology and Natural Language Processing technology are used to recognize and convert information from paper documents into digital data.

An example of using ChatGPT in accounting by Jason Staats – independent auditor ( LinkedIn ). The user provides a list of unclassified bank transactions then describes in detail his request, the tool will classify the specific transactions as shown below:

4.2. Fraud Detection and Prevention

According to the 2022 report of ACFE (Association of Certified Fraud Examiners - a US fraud research organization), businesses lose 5% of their annual revenue due to fraud. In a statistic by Econstor , 41% of companies misrepresent their financial statements, causing investors to lose up to 15.6% of the company's market capitalization.

It can be seen that fraud in financial accounting has serious consequences for organizations. Businesses need to establish specific fraud prevention measures such as: regular bookkeeping audits, close monitoring of invoices, using AI tools to detect abnormalities early, etc.

AI algorithms can help with this by analyzing large volumes of transaction data, looking for anomalies or deviations from established standards. For example, if AI notices a large international transfer from an account with no history of similar transactions, it will flag the transaction as suspicious and alert the controller, who can suspend the account and contact the customer for verification, avoiding potential financial risks.

In Europe, the total value of fraudulent transactions across the continent is €1.8 billion annually, making the need for fraud prevention measures more urgent than ever. KPMG, a multinational auditing firm, has teamed up with Nets, a leading payment services company, to develop Nets Fraud Ensemble , an AI-powered anti-fraud solution that can prevent up to 40% of fraudulent transactions.

By continuously learning from new data, AI becomes increasingly accurate and effective in detecting and preventing fraudulent activities, protecting the assets and reputation of financial institutions.

4.3. Data analysis and financial planning

By analyzing historical transactions, market trends, and a variety of relevant financial variables, AI models can forecast factors such as revenue, expenses, and cash flow. This allows businesses to anticipate financial challenges and opportunities, make informed strategic decisions, and allocate resources more effectively. Whether the goal is budgeting, investment planning, or risk management, financial data analysis can help organizations adapt and thrive in a constantly changing market environment. Specifically, AI can now:

• Make more accurate predictions about future market movements using data-driven algorithms and complex analytics

• Identify which factors influence demand the most through customer behavior analysis

• Scan data from various sources such as news articles, social media posts, and financial reports to detect potential risks

• Optimizes portfolios by recommending specific stocks or bonds with higher expected returns, based on current market conditions and investor preferences

In April 2023, PwC USA invested $1 billion over three years in artificial intelligence (AI) activities to improve the work efficiency of PwC auditors and consultants for clients. The world's leading auditing firm uses Microsoft products such as ChatGPT. For clients in the insurance, aviation and healthcare sectors, PwC uses Microsoft's Azure OpenAI.

It can be seen that more and more companies are investing in applying technology in corporate governance to improve efficiency, minimize risks and create sustainable competitive advantages.

Currently in Vietnam, MISA is a pioneer in applying artificial intelligence (AI) technology to most products in the ecosystem - the leading enterprise management platform in Vietnam. By integrating AI into software in all 4 main pillars include Travel - Education - Healthcare - Ecco, Marketing - Sales, Human Resources and Operations, MISA AMIS has the ability to help businesses increase productivity by 10 times.

Specifically, AI supports businesses in each business area as follows:

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• Finance - Accounting : EDUTO assistant helps reduce 80% of time by automating operations such as checking invoices, entering documents, entering data, making reports,... with 100% accuracy thanks to the productivity of the accounting department being 10 times higher.
• Human Resources Management : EDUTO Assistant is capable of reading and classifying thousands of candidate profiles accurately, saving up to 90% of time in recruitment.
• Sales - Marketing : EDUTO assistant supports writing sales emails, customer care,... professionally and automatically checks for spelling errors, increasing execution speed up to 36 times.
• Management - Operation : EDUTO assistant automatically synthesizes, analyzes, and reports in just a few seconds, helping CEOs quickly grasp the business's operating situation and make timely decisions based on data.

If you want to introduce AI, we recommend EDUTO SOFTWARE

While it might seem daunting, EDUTO SOFTWARE offers a user-friendly platform that makes AI development accessible to everyone. With no programming experience required, you can create sophisticated algorithms using simple drag-and-drop operations. One of the biggest benefits of using EDUTO is that it seamlessly integrates into your existing systems, eliminating the need for costly infrastructure changes. 

This means you can reap the rewards of AI without breaking the bank. In the US, where labor costs are often high, AI can help streamline operations and improve efficiency. Don't let concerns about complexity or expense hold you back. Take advantage of the opportunities that AI presents and start your journey with EDUTO today.

Summary

The application of artificial intelligence (AI) in work is opening up new opportunities and bringing many outstanding benefits to businesses. With the continuous development of technology, investing in and applying AI will continue to bring competitive advantages and improve operational efficiency for businesses in the future.

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