An identity column is a column (also known as a field) in a database table that is made up of values generated by the database. This is much like an AutoNumber field in Microsoft Access or a sequence in Oracle. Because the concept is so important in database science, many RDBMS systems implement some type of generated key, although each has its own terminology. Today a popular technique for generating identity is to generate a random UUID. An identity column differs from a primary key in that its values are managed by the server and usually cannot be modified. In many cases an identity column is used as a primary key; however, this is not always the case. It is a common misconception that an identity column will enforce uniqueness; however, this is not the case. If you want to enforce uniqueness on the column you must include the appropriate constraint too. In Microsoft SQL Server you have options for both the seed (starting value) and the increment. By default the seed and increment are both 1. == Code samples == or In PostgreSQL == Related functions == It is often useful or necessary to know what identity value was generated by an INSERT command. Microsoft SQL Server provides several functions to do this: @@IDENTITY provides the last value generated on the current connection in the current scope, while IDENT_CURRENT(tablename) provides the last value generated, regardless of the connection or scope it was created on. Example:
Principle of rationality
The principle of rationality (or rationality principle) was coined by Karl R. Popper in his Harvard Lecture of 1963, and published in his book Myth of Framework. It is related to what he called the 'logic of the situation' in an Economica article of 1944/1945, published later in his book The Poverty of Historicism. According to Popper's rationality principle, agents act in the most adequate way according to the objective situation. It is an idealized conception of human behavior which he used to drive his model of situational analysis. Cognitive scientist Allen Newell elaborated on the principle in his account of knowledge level modeling. == Popper == Popper called for social science to be grounded in what he called situational analysis or situational logic. This requires building models of social situations which include individual actors and their relationship to social institutions, e.g. markets, legal codes, bureaucracies, etc. These models attribute certain aims and information to the actors. This forms the 'logic of the situation', the result of reconstructing meticulously all circumstances of an historical event. The 'principle of rationality' is the assumption that people are instrumental in trying to reach their goals, and this is what drives the model. Popper believed that this model could be continuously refined to approach the objective truth. Popper called his principle of rationality nearly empty (a technical term meaning without empirical content) and strictly speaking false, but nonetheless tremendously useful. These remarks earned him a lot of criticism because seemingly he had swerved from his famous Logic of Scientific Discovery. Among the many philosophers having discussed Popper's principle of rationality from the 1960s up to now are Noretta Koertge, R. Nadeau, Viktor J. Vanberg, Hans Albert, E. Matzner, Ian C. Jarvie, Mark A. Notturno, John Wettersten, Ian C. Böhm. == Newell == In the context of knowledge-based systems, Newell (in 1982) proposed the following principle of rationality: "If an agent has knowledge that one of its actions will lead to one of its goals, then the agent will select that action." This principle is employed by agents at the knowledge level to move closer to a desired goal. An important philosophical difference between Newell and Popper is that Newell argued that the knowledge level is real in the sense that it exists in nature and is not made up. This allowed Newell to treat the rationality principle as a way of understanding nature and avoid the problems Popper ran into by treating knowledge as non physical and therefore non empirical.
Artificial intelligence in marketing
Artificial intelligence marketing (AI marketing) is a form of marketing that uses artificial intelligence concepts and models such as machine learning, natural language processing, and computer vision to achieve marketing goals. The main difference between AI marketing and traditional forms of marketing reside in the reasoning, which is performed through a computer algorithm rather than a human. Each form of marketing has a different technique to the core of the marketing theory. Traditional marketing directly focuses on the needs of consumers; meanwhile some believe the shift AI may cause will lead marketing agencies to manage consumer needs instead. AI is used in various digital marketing spaces, such as content marketing, email marketing, online advertisement (in combination with machine learning), social media marketing, affiliate marketing, and beyond. == Historical development == AI in marketing has a long history, which goes all the way back to the 1980s. At this time, AI research was focusing on expert systems and robotics. Despite the initial research and the studies that were carried out, AI adoption remained limited. Research on it came to a stop for a while, until research was revived two decades later with the advancement in technology, the rise of big data, and a significant increase in computational power. Eventually, AI became very popular in the marketing world, and caught the eyes of many researchers as well as professionals. A large‐scale bibliometric study covering 1,580 peer‑reviewed papers published between 1982 and 2020 confirms that scholarly output on AI in marketing has surged since 2017, with Expert Systems with Applications emerging as the most prolific outlet. Prior to the application of artificial Intelligence in marketing, there was something called "collaborative filtering". This was used as early as 1998 by Amazon, and one of the first ways companies predicted consumer behavior, which enabled millions of recommendations to different customers. Personalized recommender systems are now widely used, for example to suggest music on Spotify, or TV shows on Netflix. A big milestone in AI marketing happened in 2014, when programmatic ad buying gained much greater popularity. Marketing consists of numerous manual tasks such as researching target markets, insertion orders, and managing high budgets as well as prices. In order to cut costs, and remove the need for these tedious tasks, many companies started to automate the marketing process with AI. In 2015, Google introduced RankBrain, a machine learning component of its search algorithm designed to interpret the intent behind user queries. RankBrain was followed by further AI-based search updates, including BERT in 2019, which improved the understanding of conversational queries, and the Multitask Unified Model (MUM) in 2021, which is multimodal and processes information across 75 languages. These advances shifted search engine optimization practice away from keyword matching toward content that satisfies user intent. Artificial intelligence is increasingly used in marketing to personalize user experiences and automate decision-making. For example, Netflix uses AI algorithms to recommend content based on viewing history, while Sephora employs chatbots to assist customers with product selection and availability. Programmatic advertising platforms like Google Ads leverage machine learning to optimize bidding strategies and target audiences more effectively. These applications demonstrate how AI enhances efficiency, engagement, and conversion rates across digital channels. === Artificial neural networks === An artificial neural network is a form of computer program modeled on the brain and nervous system of humans. Neural networks are composed of a series of interconnected processing neurons that function in unison to achieve certain outcomes. Using “human-like trial and error learning methods neural networks detect patterns existing within a data set ignoring data that is not significant while emphasizing the data which is most influential”. From a marketing perspective, neural networks are a form of software tool used to assist in decision making. Neural networks are effective in gathering and extracting information from large data sources and have the ability to identify cause and effect within tha data. These neural nets through the process of learning, identify relationships and connections between databases. Once knowledge has been accumulated, neural networks can be relied on to provide generalizations and can apply past knowledge and learning to a variety of situations. Neural networks help fulfill the role of marketing companies through effectively aiding in market segmentation and measurement of performance while reducing costs and improving accuracy. Due to their learning ability, flexibility, adaption, and knowledge discovery, neural networks offer many advantages over traditional models. Neural networks can be used to assist in pattern classification, forecasting and marketing analysis. == Tools and uses == Classification of customers can be facilitated through the neural network approach allowing companies to make informed marketing decisions. An example of this was employed by Spiegel Inc., a firm dealing in direct-mail operations that used neural networks to improve efficiencies. Using software developed by NeuralWare Inc., Spiegel identified the demographics of customers who had made a single purchase and those customers who had made repeat purchases. Neural networks where then able to identify the key patterns and consequently identify the customers that were most likely to repeat purchase. Understanding this information allowed Spiegel to streamline marketing efforts, and reduced costs. Sales forecasting “is the process of estimating future events with the goal of providing benchmarks for monitoring actual performance and reducing uncertainty". Artificial intelligence techniques have emerged to facilitate the process of forecasting through increasing accuracy in the areas of demand for products, distribution, employee turnover, performance measurement, and inventory control. An example of forecasting using neural networks is the Airline Marketing Assistant/Tactician; an application developed by BehabHeuristics which allows for the forecasting of passenger demand and consequent seat allocation through neural networks. This system has been used by National air Canada and USAir. Neural networks provide a useful alternative to traditional statistical models due to their reliability, time-saving characteristics and ability to recognize patterns from incomplete or noisy data. Examples of marketing analysis systems includes the Target Marketing System developed by Churchull Systems for Veratex Corporation. This support system scans a market database to identify dormant customers allowing management to make decisions regarding which key customers to target. When performing marketing analysis, neural networks can assist in the gathering and processing of information ranging from consumer demographics and credit history to the purchase patterns of consumers. Predictive analytics is a form of analytics involving the use of historical data and artificial intelligence algorithms to predict future trends and outcomes. It serves as a tool for anticipating and understanding user behavior based on patterns found in data. Predictive analytics uses artificial intelligence machine learning algorithms to recognize and predict patterns within data. Machine learning algorithms analyze the data, recognize patterns, and make predictions through continuous learning and adaptation. Predictive analytics is widely used across businesses and industries as a way to identify opportunities, avoid risks, and anticipate customer needs based on information derived from the analysis of user data. By analyzing historical customer data, artificial intelligence algorithms can deliver relevant and targeted marketing content. Recent systematic reviews show that generative large‑language models such as GPT‑3 and GPT‑4 are now routinely embedded in predictive‑analytics pipelines to mine unstructured market data and anticipate customer intent with greater precision. Personalization engines use artificial intelligence and machine learning to provide content or advertisements that are relevant to the user. User data is gathered, which then gets processed with machine learning, and patterns and trends among the users are identified. Users with shared characteristics or behaviors are then segmented into groups, and the personalization engine adjusts content and advertisements to match each segment's preferences. By processing a large amount of data, personalization engines are able to match users to advertisements and recommendations that align with their interests or preferences. Field evidence from consumer‑goods and electronics firms indicates that AI‑driven personalization can raise
Behavior selection algorithm
In artificial intelligence, a behavior selection algorithm, or action selection algorithm, is an algorithm that selects appropriate behaviors or actions for one or more intelligent agents. In game artificial intelligence, it selects behaviors or actions for one or more non-player characters. Common behavior selection algorithms include: Finite-state machines Hierarchical finite-state machines Decision trees Behavior trees Hierarchical task networks Hierarchical control systems Utility systems Dialogue tree (for selecting what to say) == Related concepts == In application programming, run-time selection of the behavior of a specific method is referred to as the strategy design pattern.
List of artificial intelligence projects
The following is a list of current and past, non-classified notable artificial intelligence projects. == Specialized projects == === Brain-inspired === Blue Brain Project, an attempt to create a synthetic brain by reverse-engineering the mammalian brain down to the molecular level. Google Brain, a deep learning project part of Google X attempting to have intelligence similar or equal to human-level. Human Brain Project, ten-year scientific research project, based on exascale supercomputers. === Cognitive architectures === 4CAPS, developed at Carnegie Mellon University under Marcel A. Just ACT-R, developed at Carnegie Mellon University under John R. Anderson. AIXI, Universal Artificial Intelligence developed by Marcus Hutter at IDSIA and ANU. CALO, a DARPA-funded, 25-institution effort to integrate many artificial intelligence approaches (natural language processing, speech recognition, machine vision, probabilistic logic, planning, reasoning, many forms of machine learning) into an AI assistant that learns to help manage your office environment. CHREST, developed under Fernand Gobet at Brunel University and Peter C. Lane at the University of Hertfordshire. CLARION, developed under Ron Sun at Rensselaer Polytechnic Institute and University of Missouri. CoJACK, an ACT-R inspired extension to the JACK multi-agent system that adds a cognitive architecture to the agents for eliciting more realistic (human-like) behaviors in virtual environments. Copycat, by Douglas Hofstadter and Melanie Mitchell at the Indiana University. DUAL, developed at the New Bulgarian University under Boicho Kokinov. FORR developed by Susan L. Epstein at The City University of New York. IDA and LIDA, implementing Global Workspace Theory, developed under Stan Franklin at the University of Memphis. OpenCog Prime, developed using the OpenCog Framework. Procedural Reasoning System (PRS), developed by Michael Georgeff and Amy L. Lansky at SRI International. Psi-Theory developed under Dietrich Dörner at the Otto-Friedrich University in Bamberg, Germany. Soar, developed under Allen Newell and John Laird at Carnegie Mellon University and the University of Michigan. Society of Mind and its successor The Emotion Machine proposed by Marvin Minsky. Subsumption architectures, developed e.g. by Rodney Brooks (though it could be argued whether they are cognitive). === Games === AlphaGo, software developed by Google that plays the Chinese board game Go. Chinook, a computer program that plays English draughts; the first to win the world champion title in the competition against humans. Deep Blue, a chess-playing computer developed by IBM which beat Garry Kasparov in 1997. Halite, an artificial intelligence programming competition created by Two Sigma in 2016. Libratus, a poker AI that beat world-class poker players in 2017, intended to be generalisable to other applications. The Matchbox Educable Noughts and Crosses Engine (sometimes called the Machine Educable Noughts and Crosses Engine or MENACE) was a mechanical computer made from 304 matchboxes designed and built by artificial intelligence researcher Donald Michie in 1961. Quick, Draw!, an online game developed by Google that challenges players to draw a picture of an object or idea and then uses a neural network to guess what the drawing is. The Samuel Checkers-playing Program (1959) was among the world's first successful self-learning programs, and as such a very early demonstration of the fundamental concept of artificial intelligence (AI). Stockfish AI, an open source chess engine currently ranked the highest in many computer chess rankings. TD-Gammon, a program that learned to play world-class backgammon partly by playing against itself (temporal difference learning with neural networks). === Internet activism === Serenata de Amor, project for the analysis of public expenditures and detect discrepancies. === Knowledge and reasoning === Alice (Microsoft), a project from Microsoft Research Lab aimed at improving decision-making in Economics Braina, an intelligent personal assistant application with a voice interface for Windows OS. Cyc, an attempt to assemble an ontology and database of everyday knowledge, enabling human-like reasoning. Eurisko, a language by Douglas Lenat for solving problems which consists of heuristics, including some for how to use and change its heuristics. Google Now, an intelligent personal assistant with a voice interface in Google's Android and Apple Inc.'s iOS, as well as Google Chrome web browser on personal computers. Holmes a new AI created by Wipro. Microsoft Cortana, an intelligent personal assistant with a voice interface in Microsoft's various Windows 10 editions. MindsDB, is an AI automation platform for building AI/ML powered features and applications. Mycin, an early medical expert system. Open Mind Common Sense, a project based at the MIT Media Lab to build a large common sense knowledge base from online contributions. Siri, an intelligent personal assistant and knowledge navigator with a voice-interface in Apple Inc.'s iOS and macOS. SNePS, simultaneously a logic-based, frame-based, and network-based knowledge representation, reasoning, and acting system. Viv (software), a new AI by the creators of Siri. Wolfram Alpha, an online service that answers queries by computing the answer from structured data. === Motion and manipulation === AIBO, the robot pet for the home, grew out of Sony's Computer Science Laboratory (CSL). Cog, a robot developed by MIT to study theories of cognitive science and artificial intelligence, now discontinued. === Music === Melomics, a bioinspired technology for music composition and synthesization of music, where computers develop their own style, rather than mimic musicians. === Natural language processing === AIML, an XML dialect for creating natural language software agents. Apache Lucene, a high-performance, full-featured text search engine library written entirely in Java. Apache OpenNLP, a machine learning based toolkit for the processing of natural language text. It supports the most common NLP tasks, such as tokenization, sentence segmentation, part-of-speech tagging, named entity extraction, chunking and parsing. Artificial Linguistic Internet Computer Entity (A.L.I.C.E.), a natural language processing chatterbot. ChatGPT, a chatbot built on top of OpenAI's GPT-3.5 and GPT-4 family of large language models. Claude, a family of large language models developed by Anthropic and launched in 2023. Claude LLMs achieved high coding scores in several recognized LLM benchmarks. Cleverbot, successor to Jabberwacky, now with 170m lines of conversation, Deep Context, fuzziness and parallel processing. Cleverbot learns from around 2 million user interactions per month. DeepSeek: Chinese chatbot funded by hedge fund High-Flyer. DBRX, 136 billion parameter open sourced large language model developed by Mosaic ML and Databricks. ELIZA, a famous 1966 computer program by Joseph Weizenbaum, which parodied person-centered therapy. FreeHAL, a self-learning conversation simulator (chatterbot) which uses semantic nets to organize its knowledge to imitate a very close human behavior within conversations. Gemini, a family of multimodal large language model developed by Google's DeepMind. Drives the Gemini chatbot, formerly known as Bard. GigaChat, a chatbot by Russian Sberbank. GPT-3, a 2020 language model developed by OpenAI that can produce text difficult to distinguish from that written by a human. Jabberwacky, a chatbot by Rollo Carpenter, aiming to simulate natural human chat. LaMDA, a family of conversational neural language models developed by Google. LLaMA, a 2023 language model family developed by Meta that includes 7, 13, 33 and 65 billion parameter models.[1] Mycroft, a free and open-source intelligent personal assistant that uses a natural language user interface. PARRY, another early chatterbot, written in 1972 by Kenneth Colby, attempting to simulate a paranoid schizophrenic. SHRDLU, an early natural language processing computer program developed by Terry Winograd at MIT from 1968 to 1970. SYSTRAN, a machine translation technology by the company of the same name, used by Yahoo!, AltaVista and Google, among others. === Speech recognition === CMU Sphinx, a group of speech recognition systems developed at Carnegie Mellon University. DeepSpeech, an open-source Speech-To-Text engine based on Baidu's deep speech research paper. Whisper, an open-source speech recognition system developed at OpenAI. === Speech synthesis === 15.ai, a real-time artificial intelligence text-to-speech tool developed by an anonymous researcher from MIT. Amazon Polly, a speech synthesis software by Amazon. Festival Speech Synthesis System, a general multi-lingual speech synthesis system developed at the Centre for Speech Technology Research (CSTR) at the University of Edinburgh. WaveNet, a deep neural network for generating raw audio. === Video === CapCut is a video editor tool, developed
Social software engineering
Social software engineering (SSE) is a branch of software engineering that is concerned with the social aspects of software development and the developed software. SSE focuses on the socialness of both software engineering and developed software. On the one hand, the consideration of social factors in software engineering activities, processes and CASE tools is deemed to be useful to improve the quality of both development process and produced software. Examples include the role of situational awareness and multi-cultural factors in collaborative software development. On the other hand, the dynamicity of the social contexts in which software could operate (e.g., in a cloud environment) calls for engineering social adaptability as a runtime iterative activity. Examples include approaches which enable software to gather users' quality feedback and use it to adapt autonomously or semi-autonomously. SSE studies and builds socially-oriented tools to support collaboration and knowledge sharing in software engineering. SSE also investigates the adaptability of software to the dynamic social contexts in which it could operate and the involvement of clients and end-users in shaping software adaptation decisions at runtime. Social context includes norms, culture, roles and responsibilities, stakeholder's goals and interdependencies, end-users perception of the quality and appropriateness of each software behaviour, etc. The participants of the 1st International Workshop on Social Software Engineering and Applications (SoSEA 2008) proposed the following characterization: Community-centered: Software is produced and consumed by and/or for a community rather than focusing on individuals Collaboration/collectiveness: Exploiting the collaborative and collective capacity of human beings Companionship/relationship: Making explicit the various associations among people Human/social activities: Software is designed consciously to support human activities and to address social problems Social inclusion: Software should enable social inclusion enforcing links and trust in communities Thus, SSE can be defined as "the application of processes, methods, and tools to enable community-driven creation, management, deployment, and use of software in online environments". One of the main observations in the field of SSE is that the concepts, principles, and technologies made for social software applications are applicable to software development itself as software engineering is inherently a social activity. SSE is not limited to specific activities of software development. Accordingly, tools have been proposed supporting different parts of SSE, for instance, social system design or social requirements engineering. Consequently vertical market software, such as software development tools, engineering tools, marketing tools or software that helps users in a decision-making process can profit from social components. Such vertical social software differentiates strongly in its user-base from traditional social software such as Yammer.
Metadirectory
A metadirectory system provides for the flow of data between one or more directory services and databases in order to maintain synchronization of that data. It is an important part of identity management systems. The data being synchronized typically are collections of entries that contain user profiles and possibly authentication or policy information. Most metadirectory deployments synchronize data into at least one LDAP-based directory server, to ensure that LDAP-based applications such as single sign-on and portal servers have access to recent data, even if the data is mastered in a non-LDAP data source. Metadirectory products support filtering and transformation of data in transit. Most identity management suites from commercial vendors include a metadirectory product, or a user provisioning product.