The difference between artificial intelligence systems and expert systems is that is expert systems are built on artificial intelligence technologies. Expert systems are good for discrete, highly structured decisions. Expert systems are knowledge-intensive computer programs that capture the expertise of a human in limited domains of knowledge. Artificial intelligence systems are systems designed to behave like humans, with the ability to learn languages, accomplish physical tasks, use a perceptual apparatus, and emulate human expertise and decision-making. This is much broader than the limited scope of expert systems.
In marketing this is an important distinction because some companies are making complex decisions in order to position and target a particular product. There needs to be a clear distinction between the decision making software and what is included on not included within the decision making framework.
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