Today, technology has evolved greatly, to an extent where market intelligence solutions are being employed by businesses to predict human behaviors as well as future events. With machines growing smarter day by day due to technological advancements, coming are the days when human supervision will no longer be required. While technologies like AI, machine learning, deep learning, etc., were developed to make life sophisticated for humans, these technologies are also creating concerns regarding job security, privacy, etc.

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AI and Deep Learning to
Predict Human
Behaviours: Can the
Unpredictable Be
Predicted?
Humans take immense pride in their ability to be unpredictable.
However, the evolution of AI and deep learning along with other
technology advancements is changing the situation.

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Let’s rewind the clock back to the 1990s and 2000s when desktops
and mobile devices started revolutionizing the world once again.
During those times, and even before that, human behaviour was
basically considered unpredictable for the following two reasons:
1. Humans have a complex nature and do things just because they want to
do
2. Lack of means to track and analyze factors that influence human
decisions
However, today, machines and technology have evolved greatly,
to an extent where they can predict human behaviours as well as
future events.
Let’s investigate a simple example that will help us understand
how technology has become an indispensable part of our lives.
More than 45% of the human population uses social media
(Emarsys) and Facebook is the most widely used social media
platform – over 68% of U.S adults are Facebook users
(Pewinternet). Besides posting pics, people are increasingly using
Facebook for many other activities like shopping, identifying the
best places to visit or dine in, sharing events, creating awareness,
etc.
A person visiting a new city gets automated suggestions on things
to do and places to visit in and around that city. What’s more
interesting is, the suggestions affect a person’s decisions as they
are customised to likes and dislikes of the individual. Remember
the restaurant suggestions that you get from Facebook when you
visit a particular place?
So, to answer the momentous question, can we predict human
behaviour with AI?
Yes. We can predict human behaviours using AI.

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The capabilities of AI are mind-blowing. Let’s dive in to understand
more about artificial intelligence and how the enabling technology
can read and predict human behaviours.
Role of deep learning in predicting
human behaviours
Before understanding the role of deep learning in predicting
human behaviours, let’s take a quick look into deep learning and
its applications.
Deep learning is a subset of machine learning, that can enable
machines to think and respond like humans. AI and machine
learning algorithms cannot properly identify an object or a
situation. For example, a speed limit signal covered with snow is
still a speed limit signal. While humans can interpret the signal,
machines may not. Similar to how a toddler learns with the help of
adults and books, machines use deep learning to identify objects,
situations, etc.
As an important element of data science, deep learning
complements predictive analytics and enables data scientists to
collect, curate, analyze, and interpret large sets of data, quickly
and easily.
A team of researchers at MIT, created a data science machine to
study the ability of machines in predicting human actions. During
the study, a competition was held, where the teams were asked to
analyze a student’s interactions with the resources on an online
course and predict if the student would drop out during the next 10
days. The data science machine outperformed the human teams
in the competition. It was the same case in all the other
competitions that were held during the research. According to
estimates, amongst the 906 human teams that participated, the
machine’s predictions were more accurate than 615 teams. Also,

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the machine completed the competitions within two to twelve
hours, while the human teams took months to complete the same
competition.
Having said about the capabilities of AI and deep learning
algorithms in observing and predicting human behaviours, there is
one crucial factor that influences the quality of the algorithm’s
outputs – number of datasets on which the deep learning models
are trained. The more the quantity and the better the quality of
data, the more accurate and reliable the results.
Industries that are already witnessing
the power of AI and deep learning
According to Gartner, by 2021, 80% of emerging technologies’
foundation will be on AI. Deep learning has revolutionized many
industries. Some of them are automobile, retail, healthcare,
gaming, etc. For example, Brains4Cars, a US-based company, has
developed a deep learning system that can anticipate driver
behaviour by 3.5 seconds before occurrence.
Similarly, the gaming industry is also experiencing the power of
deep learning models in real-time. Deep stack is an expert level AI
that uses deep learning to optimize its strategy and beat
professional poker players.
In the healthcare industry, AI and deep learning is enabling
radiologists to quickly recognize abnormalities and provides
increased workflow optimization. Dr. Eric Topol, an American
cardiologist and scientist, posits that deep learning can restore the
care in healthcare in his book Deep Medicine.

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In the case of the retail industry, deep learning and artificial
intelligence is playing a major role in providing valuable market
intelligence services and enabling retailers to deliver a more
personalized customer experience, optimize their manufacturing
processes, and strengthen logistics.
Above all, AI can reduce the workload for employees, regardless of
the industry. 79% of executives worldwide believe that AI will make
their jobs more efficient and easier (EIUPerspective Economist).
Should humans fear Artificial
intelligence?
Machines are growing smarter day by day with technology
advancements and might no longer need human supervision in
the coming days. Though technologies like AI, machine learning,
deep learning, etc, was developed to make life sophisticated for
humans, these technologies are also creating some concerns
regarding job security, privacy, etc.
Constant monitoring freaks humans out. Therefore, people are
growing more cautious about sharing their personal information.
However, regulations like GDPR, CCPA, etc, is reducing privacy
concerns among people. Also, the demand for AI talent is
constantly increasing, which means AI is not robbing jobs, rather it
is creating new jobs.
Wrapping Up
With AI and deep learning, what was impossible a decade ago has
now become possible for many industries. However, the
capabilities of AI and deep learning algorithms depend on the
input data fed by humans. Therefore, the revolutionary technology
AI is not a threat to humans and can be controlled and used for
the larger benefits of the masses.

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