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
Textual entailment
In natural language processing, textual entailment (TE), also known as natural language inference (NLI), is a directional relation between text fragments. The relation holds whenever the truth of one text fragment follows from another text. == Definition == In the TE framework, the entailing and entailed texts are termed text (t) and hypothesis (h), respectively. Textual entailment is not the same as pure logical entailment – it has a more relaxed definition: "t entails h" (t ⇒ h) if, typically, a human reading t would infer that h is most likely true. (Alternatively: t ⇒ h if and only if, typically, a human reading t would be justified in inferring the proposition expressed by h from the proposition expressed by t.) The relation is directional because even if "t entails h", the reverse "h entails t" is much less certain. Determining whether this relationship holds is an informal task, one which sometimes overlaps with the formal tasks of formal semantics (satisfying a strict condition will usually imply satisfaction of a less strict conditioned); additionally, textual entailment partially subsumes word entailment. == Examples == Textual entailment can be illustrated with examples of three different relations: An example of a positive TE (text entails hypothesis) is: text: If you help the needy, God will reward you. hypothesis: Giving money to a poor man has good consequences. An example of a negative TE (text contradicts hypothesis) is: text: If you help the needy, God will reward you. hypothesis: Giving money to a poor man has no consequences. An example of a non-TE (text does not entail nor contradict) is: text: If you help the needy, God will reward you. hypothesis: Giving money to a poor man will make you a better person. == Ambiguity of natural language == A characteristic of natural language is that there are many different ways to state what one wants to say: several meanings can be contained in a single text and the same meaning can be expressed by different texts. This variability of semantic expression can be seen as the dual problem of language ambiguity. Together, they result in a many-to-many mapping between language expressions and meanings. The task of paraphrasing involves recognizing when two texts have the same meaning and creating a similar or shorter text that conveys almost the same information. Textual entailment is similar but weakens the relationship to be unidirectional. Mathematical solutions to establish textual entailment can be based on the directional property of this relation, by making a comparison between some directional similarities of the texts involved. == Approaches == Textual entailment measures natural language understanding as it asks for a semantic interpretation of the text, and due to its generality remains an active area of research. Many approaches and refinements of approaches have been considered, such as word embedding, logical models, graphical models, rule systems, contextual focusing, and machine learning. Practical or large-scale solutions avoid these complex methods and instead use only surface syntax or lexical relationships, but are correspondingly less accurate. As of 2005, state-of-the-art systems are far from human performance; a study found humans to agree on the dataset 95.25% of the time. Algorithms from 2016 had not yet achieved 90%. == Applications == Many natural language processing applications, like question answering, information extraction, summarization, multi-document summarization, and evaluation of machine translation systems, need to recognize that a particular target meaning can be inferred from different text variants. Typically entailment is used as part of a larger system, for example in a prediction system to filter out trivial or obvious predictions. Textual entailment also has applications in adversarial stylometry, which has the objective of removing textual style without changing the overall meaning of communication. == Datasets == Some of available English NLI datasets include: SNLI MultiNLI SciTail SICK MedNLI QA-NLI In addition, there are several non-English NLI datasets, as follows: XNLI DACCORD, RTE3-FR, SICK-FR for French FarsTail for Farsi OCNLI for Chinese SICK-NL for Dutch IndoNLI for Indonesian
FutureMedia
FutureMedia is a program that analyzes the state and future of digital, social, and mobile media. It functions as a collaborative initiative at Georgia Tech and the Georgia Tech Research Institute. FutureMedia consults approximately 500 faculty members working in those fields. == History == In 2019, Future Media expanded into the Direct-To-Consumer market by acquiring Australian watchmaker Oak & Jackal. == Programs == === FutureMedia Fest === The organization most recently hosted FutureMedia Fest 2010, a four-day conference (Oct 4–7, 2010) with a keynote addresses from Michael Jones, the chief technology advocate at Google. The event featured panels, workshops, and technology demonstrations. === FutureMedia Outlook === Contemporaneous with FutureMedia Fest 2010, the organization released the FutureMedia Outlook, an analysis of the future of media, concentrating on six major trends in those fields, including information overload, personalization, data integrity, an expectation of multimedia, augmented reality, and collaborative software.
Go-box
Go-box is a name used for a number of electronic devices. The "Go-Box" is often a box, crate, carry-case, modified briefcase or similar construction containing electronic equipment pre-setup and ready to function. The box can then be taken into the field or placed at a remote site with minimal effort. These are often used by radio amateurs (or "Hams") for emergency communications, experimental work, or field communications. This has also led to similar equipment being used in the Emergency Services, utility companies, military, and government agencies. A search of the YouTube website can reveal a number of ideas for these devices mostly built by people at home. Terms created after the use of "go-box" include the "go-bag" which is an 'essentials' bag of items needed for evacuations or quick departures, i.e. medicines, clothes, torch, Broadcast radio receiver, batteries, etc. In Austria it is a radio transmitter used in trucks as part of the Videomaut toll collection system. One use of the term in the United States it is a device which is supposed to change traffic signals from red to green. U.S. Fire trucks have a similar device, called an Opticon, that uses an infrared beam. Two residents of Miami, Florida, were arrested for selling fake go-boxes online. Several hundred were sold, prices ranging from $69 to $150. In reality, the boxes contained nothing more than strobe lights.
Höhere Graphische Bundes-Lehr- und Versuchsanstalt
The Höhere Graphische Bundes-Lehr- und Versuchsanstalt (HGBLuVA) ("Higher Federal Institution for Graphic Education and Research"), now commonly known as "die Graphische", founded in 1888 in Vienna, is a vocational college for professions in visual communication and media technology in Austria. == History == === Opening === Originally set up as a photographic research institute by the President of the Photographic Society, the graphic teaching and research institute (GLV) was created through the incorporation of the photographic school (a department for photographic reproduction processes connected to the Salzburg State Building School) and the Hörwarter general drawing school in Vienna. Since its foundation, it has made an important contribution to the establishment and development of the graphic professions. According to a resolution of March 14, 1887, the City Council of Vienna made three floors of the municipal building in Vienna VII, Westbahnstraße 25, available to the former Schottenfelder Realschule for the establishment of a teaching and research institute for photography and reproduction processes. The k. k. Lehr- und Versuchsanstalt für Photographie und Reproductionsverfahren, founded and directed (1888–1923) by Josef Maria Eder, previously of the Technologische Gewerbemuseum (Museum of Applied Technology), for which he established a Section for Photography and Reproduction Techniques, and the Vienna State Trade School where, recently qualified as a university lecturer, he began teaching chemistry and physics in 1881. It opened on March 1, 1888 with 108 students. In the next school year the number of students rose to 174. In 1890, Eder placed a Wothly solar camera (an early means of enlarging negatives) on the roof. In the context of the history of vocational schools and the applied arts, pioneering educational reforms in Austria from the 1870s created institutions like it outside the format of the classical university, it being a special variation on the “state trade school” (“Staats-Gewerbeschule”). Eder based his institution on earlier foreign models such as the Conservatoire des arts et métiers in Paris (founded 1794), that housed a museum of history and technology and hosted with evening lectures and demonstrations, with lectures in photography commencing in 1891. From 1897 onwards the name Graphische Lehr- und Versuchsanstalt came into being . In 1906, Emperor Franz Joseph granted the school the designation “Imperial and Royal” in the title, and the Republic of Austria confirmed this distinction when the school's Federal Chancellery approved the use of the national coat of arms. === The beginnings === The GLV was instituted on August 27, 1887 "by the highest resolution to approve the activation of this teaching and research institute in Vienna on March 1, 1888". The aim of the institute was the “training of specialist photographers, retouchers, collotype printers, photolithographers, etc., the instruction of artists, scholars and technicians who want to learn photography as an auxiliary science, furthermore the testing of equipment, chemicals and the implementation of independent scientific investigations in the areas of Photochemistry and Related Subjects”. The school consisted of two departments; the Institute for Photography and Reproduction Processes and the Research Institute, and in 1891 the Board of Book Printers and Type Founders pointed out the urgent need to add a department for book printers to the school. In 1897 an additional section for the book and illustration trade was opened, the school called "KK Graphische Lehr- und Versuchsanstalt" was then divided into four sections: Section I: Institute for Photography and Reproduction (corresponds to the former Institute for Photography and Reproduction Processes) Section II: College for the book and illustration trade Section III: Research institute for photochemistry and graphic printing processes (corresponds to the original research institute) Section IV: Collections: graphic collection, library and equipment collection The first original lithographs by famous artists such as Luigi Kasimir and Tina Blau are thanks to the special course for lithography and lithography introduced in 1905 and 'algraphy' - a planographic printing process from an aluminum plate instead of the stone used in lithography - was first taught in Austria in 1896 at the GLV. The specialty course for lithography and lithography existed until 1913/14, after which a specialist course for xylography (wood engraving and woodcuts) was offered. In 1908 the graphic arts department was set up on the top floor of the neighbouring house at Westbahnstraße 27 connected by a spiral staircase still in existence in the courtyard at the current location on Leyserstraße. === Women in the graphic teaching and research institute === From 1908 women were also officially admitted. For the period from 1888 to 1918/19, a total of 718 female students at the Graphische are recorded in the largely preserved class lists. Due to changes and new requirements in the job description, the proportion of women continued to grow, so that in some classes it exceeded two thirds. === The Graphics Department === In 1916, the school statute was changed: all-day lessons with photography internship in the 1st and 2nd years as well as training for disabled people were introduced and a drawing school was added. After the First World War, the school was renamed several times: In 1919 the name was "Deutsch-Österreichische Graphische Lehr- und Versuchsanstalt"; changed in 1920 to "Staatliche Graphische Lehr- und Versuchsanstalt" and in 1923 to "Graphic Education and Research Institute". === The school in the time of National Socialism === The "annexation of Austria by Germany" resulted in organisational restructuring: semesters were introduced and the GLV was made a subordinate level of a university of the graphic arts administered in Leipzig. In 1939 the school became a state graphic teaching and research institute . Up to this point, two thirds of all Austrian postage stamps had been designed and engraved in the Graphische. === Post-war period === In 1945 the period of study at the technical school was extended to four years. In 1948, “manual graphics” became “commercial graphics” followed by an honours year. In 1959, a department A was developed: a three-class specialist department for photography with a master class, and a department B: a specialist department for commercial graphics with four classes and an honours year. Through further school reforms, the university entrance qualification was acquired with the completion of the now five-year course and honours qualification. In 1967, due to a lack of space, the Westbahnstrasse was moved to the new Carl Appel building in Leyserstrasse. === The new building, 1963 === On May 22, 1963, the foundation stone of the new campus was laid in the 14th district in the Breitenseer Strasse, Leyserstrasse and Spallartgasse area (Kommandogebäude Theodor Körner). In 1967 the move to the new building began and in 1968 the official opening coincided with the 80th anniversary of the school. In 1963/64 the first year of the five-year high school for reprography and printing technology began. There was also a four-year technical school. With the advent of personal computers and their use in the graphics industry, change comes first in typesetting and later in image processing, and in 1984 the advent of desktop publishing brought a revolution that permanently challenged the distinction between photographer, typesetter, layout artist and printer. In 1988, the Graphische celebrated its 100th anniversary. The rapid development of technology shaped school events in the 1980s, as did the rapid advance of offset printing - albeit at the expense of Letterpress printing. In reproduction technology, scanner technology for the production of colour separations displaced reprography. === Renovation, 2006 === Due to renovation work on the building in Leyserstraße, the management and the photography, multimedia and graphics departments moved to an alternative location in Vienna's first district at Schellinggasse 13. After the work was completed, the school was relocated in February 2008. == Notable teachers and students ==
Projection-slice theorem
In mathematics, the projection-slice theorem, central slice theorem or Fourier slice theorem in two dimensions states that the results of the following two calculations are equal: Take a two-dimensional function f(r), project (e.g. using the Radon transform) it onto a (one-dimensional) line, and do a Fourier transform of that projection. Take that same function, but do a two-dimensional Fourier transform first, and then slice the function through its origin, parallel to the projection line. In operator terms, if F1 and F2 are the 1- and 2-dimensional Fourier transform operators mentioned above, P1 is the projection operator (which projects a 2-D function onto a 1-D line), S1 is a slice operator (which extracts a 1-D central slice from a function), then F 1 P 1 = S 1 F 2 . {\displaystyle F_{1}P_{1}=S_{1}F_{2}.} This idea can be extended to higher dimensions. This theorem is used, for example, in the analysis of medical CT scans where a "projection" is an x-ray image of an internal organ. The Fourier transforms of these images are seen to be slices through the Fourier transform of the 3-dimensional density of the internal organ, and these slices can be interpolated to build up a complete Fourier transform of that density. The inverse Fourier transform is then used to recover the 3-dimensional density of the object. This technique was first derived by Ronald N. Bracewell in 1956 for a radio-astronomy problem. == The projection-slice theorem in N dimensions == In N dimensions, the projection-slice theorem states that the Fourier transform of the projection of an N-dimensional function f(r) onto an m-dimensional linear submanifold is equal to an m-dimensional slice of the N-dimensional Fourier transform of that function consisting of an m-dimensional linear submanifold through the origin in the Fourier space which is parallel to the projection submanifold. In operator terms: F m P m = S m F N . {\displaystyle F_{m}P_{m}=S_{m}F_{N}.\,} == The generalized Fourier-slice theorem == In addition to generalizing to N dimensions, the projection-slice theorem can be further generalized with an arbitrary change of basis. For convenience of notation, we consider the change of basis to be represented as B, an N-by-N invertible matrix operating on N-dimensional column vectors. Then the generalized Fourier-slice theorem can be stated as F m P m B = S m B − T | B − T | F N {\displaystyle F_{m}P_{m}B=S_{m}{\frac {B^{-T}}{|B^{-T}|}}F_{N}} where B − T = ( B − 1 ) T {\displaystyle B^{-T}=(B^{-1})^{T}} is the transpose of the inverse of the change of basis transform. == Proof in two dimensions == The projection-slice theorem is easily proven for the case of two dimensions. Without loss of generality, we can take the projection line to be the x-axis. There is no loss of generality because if we use a shifted and rotated line, the law still applies. Using a shifted line (in y) gives the same projection and therefore the same 1D Fourier transform results. The rotated function is the Fourier pair of the rotated Fourier transform, for which the theorem again holds. If f(x, y) is a two-dimensional function, then the projection of f(x, y) onto the x axis is p(x) where p ( x ) = ∫ − ∞ ∞ f ( x , y ) d y . {\displaystyle p(x)=\int _{-\infty }^{\infty }f(x,y)\,dy.} The Fourier transform of f ( x , y ) {\displaystyle f(x,y)} is F ( k x , k y ) = ∫ − ∞ ∞ ∫ − ∞ ∞ f ( x , y ) e − 2 π i ( x k x + y k y ) d x d y . {\displaystyle F(k_{x},k_{y})=\int _{-\infty }^{\infty }\int _{-\infty }^{\infty }f(x,y)\,e^{-2\pi i(xk_{x}+yk_{y})}\,dxdy.} The slice is then s ( k x ) {\displaystyle s(k_{x})} s ( k x ) = F ( k x , 0 ) = ∫ − ∞ ∞ ∫ − ∞ ∞ f ( x , y ) e − 2 π i x k x d x d y {\displaystyle s(k_{x})=F(k_{x},0)=\int _{-\infty }^{\infty }\int _{-\infty }^{\infty }f(x,y)\,e^{-2\pi ixk_{x}}\,dxdy} = ∫ − ∞ ∞ [ ∫ − ∞ ∞ f ( x , y ) d y ] e − 2 π i x k x d x {\displaystyle =\int _{-\infty }^{\infty }\left[\int _{-\infty }^{\infty }f(x,y)\,dy\right]\,e^{-2\pi ixk_{x}}dx} = ∫ − ∞ ∞ p ( x ) e − 2 π i x k x d x {\displaystyle =\int _{-\infty }^{\infty }p(x)\,e^{-2\pi ixk_{x}}dx} which is just the Fourier transform of p(x). The proof for higher dimensions is easily generalized from the above example. == The FHA cycle == If the two-dimensional function f(r) is circularly symmetric, it may be represented as f(r), where r = |r|. In this case the projection onto any projection line will be the Abel transform of f(r). The two-dimensional Fourier transform of f(r) will be a circularly symmetric function given by the zeroth-order Hankel transform of f(r), which will therefore also represent any slice through the origin. The projection-slice theorem then states that the Fourier transform of the projection equals the slice or F 1 A 1 = H , {\displaystyle F_{1}A_{1}=H,} where A1 represents the Abel-transform operator, projecting a two-dimensional circularly symmetric function onto a one-dimensional line, F1 represents the 1-D Fourier-transform operator, and H represents the zeroth-order Hankel-transform operator. == Extension to fan beam or cone-beam CT == The projection-slice theorem is suitable for CT image reconstruction with parallel beam projections. It does not directly apply to fanbeam or conebeam CT. The theorem was extended to fan-beam and conebeam CT image reconstruction by Shuang-ren Zhao in 1995.
Computer aided transceiver
Computer aided transceiver (CAT) is a non-generic serial protocol used by radio amateurs for (remotely) controlling a transceiver radio receiver equipment using a computer. Conventional transmitters are manually controlled and used to transmit voice using buttons, dials, etc. However, advances in electronics have come to market devices that can be controlled by a computer and allow digital modes such as packet radio and also the use of satellite tracking, because it can continuously change the device's frequency according to the Doppler effect. This is done by connecting a Radio receiver and a PC using a CAT interface and a CAT Program Additionally, CAT interfaces can also be used to position tracking antennas, in controllers. As a satellite moves overhead. A CAT interface is a piece of hardware that connects the PC and radio that provides a connection to allows the radio and the PC to communicate with each other. The CAT interface provides the signals to and fro via correct voltage levels and in the case of a Universal Serial Bus (USB) CAT interface it requires a "protocol" for communication but communication itself is down to the radio and the software on the PC. Software that may be called a CAT program allows a radio to be controlled through the PC. Changes made on the radio through user interactions on the CAT Program are (generally) shown on the PC's screen. The functionality of CAT equipment (software & interface) depends on the radio and what features the software writers included in the CAT software. Modern radio systems do have more CAT functionality If you run a logging program that supports CAT, then that software may take advantage of the CAT system by retrieving information from the radio to help fill in log details, such as the frequency that the contact was made. CAT is also useful on many radios where there are many sub-menus in the radios menu system, and many of the sub-menu items can be easily changed via the PC. On many HF radios, the CAT system is also used to program the memories on the radio, but you would need to use appropriate programming software. A CAT interface does not receive or transmit any DATA mode, that is the purpose of a DATA interface. Although, both may be used at the same time with the correct CAT Equipment. DATA modes, and getting audio to and from the PC is the function of a DATA interface. A completely different thing but it is easier and more useful when CAT and DATA are used at the same time. Wouldn't it be nice to have an interface that could operate Frequency-shift keying (FSK), Audio FSK (AFSK), (real) Morse Code (CW), with a CAT interface and its own sound card..... (eg. The DigiMaster Pro3).