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Artificial Intelligence and Machine Learning? What's the difference?

Gustavo Goncalves
Gustavo Goncalves

Apr 5, 2024

Artificial Intelligence and Machine Learning? What's the difference?

Speaking of artificial intelligence and everything related to it seems too futuristic, but the truth is that the term was used for the first time just over 60 years ago, more precisely in 1956. However, the concept was not applied exactly in the way we know it today.

The technological development of the following decades was what encouraged not only a deeper understanding of the topic but also its use in a more comprehensive way. Currently, artificial intelligence is at our fingertips, literally.

But, after all, what is AI all about? In a very summarized and simplified way, it is a field of study that studies the ability of machines to perform tasks, which when performed by human beings depend on cognitive intelligence.

The truth is that artificial intelligence has paved the way for different technologies that are often confused with it. An example of this is machine learning.

Continue reading this article to understand the differences between the two concepts and their applications.

What you will see in the post:

What is machine learning?

Differences between machine learning and artificial intelligence;

The benefits of machine learning for businesses;

Carrying out predictive analysis;

Improved brand communication;

Reduction of operational costs.

Good reading!

What is machine learning?

The foundations of machine learning, also known as machine learning, were laid practically together with artificial intelligence, but it was in the 1980s that the concept became widely disseminated.

As with AI, there are a number of possible definitions for machine learning. Simply put, machine learning is the ability of software to modify its own behavior or responses automatically as it “learns” from interactions.

The systems undergo initial training using a significant database and, from there, identify consumer standards. It is this first information that will serve as a rule for them to make decisions that are more appropriate to the context to which they were exposed.

One of the main advantages of machine learning is that this entire process takes place practically without human intervention. In other words, after training, the software is capable of operating autonomously and efficiently.

The Python programming language, in machine learning, is one of the most used because it has complete platforms, several modules and libraries to choose from.

There are different machine learning methods, but one of the best known and most used are artificial neural networks. They were created to simulate the organization of the human brain, where the “nodes” of each network are like neurons.

Used for more complex analyzes with a greater volume of data, neural networks have several layers and allow the decoding of information into references that can be used. This is basically the structure of deep learning, a branch of machine learning.

It may seem difficult to understand, but in practice, we come into contact with machine learning regularly. A clear example of this is when we receive recommendations of what to buy on Amazon based on previous purchases or products we have viewed.

Differences between machine learning and artificial intelligence

But, after this explanation, a question may arise that is quite common: wouldn't machine learning be exactly the same thing as artificial intelligence? Actually, yes and no. Yes, because one thing is part of the other and not because AI represents an entire field of study, a broader concept than machine learning.

Machine learning is, therefore, one of the facets of artificial intelligence. It is its practical application as we know it until now. AI refers to the ability of machines to perform any task, from the simplest to the most complex, in a similar way to human beings.. To do this, they consult a pre-configured database and repeat patterns.

Machine learning, in turn, has to do with the ability to learn, in a simulation of the human brain.

In general, the two concepts end up being related, with the application of machine learning directly depending on the use of artificial intelligence.


The benefits of machine learning for businesses

The use of machine learning has experienced a boost, especially in the last decade. The technology began to be adopted on a large scale by well-known companies such as Google, Amazon, which we mentioned previously, and Spotify. However, even small businesses have discovered its viability and main advantages.

According to a study carried out by Gartner, the adoption of artificial intelligence practices, with emphasis on machine learning, by companies led to their growth of 4% to 14% in the period of one year, between 2018 and 2019.

It is important to remember, however, that machine learning will only be truly strategic when led by a specialized team. Contrary to what many think, artificial intelligence did not come to replace professionals, but to optimize dynamics and results.

Knowing this, let's see the benefits of using machine learning by companies, specifically those that have activities based on mathematical and statistical algorithms.

Carrying out predictive analysis

Many decisions made by businesses could be different if they were able to predict the behavior of the target audience. With machine learning, this is possible. Based on previous behaviors, the system is able to analyze what the customer's next decisions will be.

Speaking specifically about educational institutions, the software is based on a broad database and can identify actions by students and candidates. It makes a comparison, for example, between the profiles of students who actually enrolled and those who left the institution.

Based on this information, the software is able to identify which leads have the potential for conversion, as well as which already enrolled students are at risk of dropping out.

This is precious data for schools and colleges, as they can carry out specific campaigns for each of these groups, promoting enrollment and retention. Instead of more general marketing strategies, they directed actions with more strategy and effectiveness.

Improved brand communication

Using the data generated to better understand who its audience is and what they want, the company can optimize the way it communicates. Just like in predictive analysis, instead of “shooting everywhere”, it will focus its strategies on the group that is looking for exactly what it has to offer.

This is where a marketing plan designed to attract leads comes in, improving productivity and promoting a much more effective use of resources.

Machine Learning

Reduction of operational costs

From the moment a company can resort to automation, it naturally eliminates some expenses and is still able to guarantee improvements in the service provided. A classic case is the use of chatbots, which often replace or reduce the need for a team to provide telephone support.

These virtual assistants, properly programmed, can offer faster support than a call center. Chatbots are available 24 hours a day, reduce waiting times, respond quickly and generally have a positive impact on the customer experience.

Educational establishments can schedule their assistants to carry out registrations, enrollment and reception of documents, thus streamlining administrative processes. Even if it is necessary to resort to human assistance, the software carries out the routing and the operator has access to all previous conversations.

The functioning of chatbots is directly linked to deep learning. Do you want to know more about this technology that is also behind facial and voice recognition?

Check out how chatbots operate with deep learning

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Technologies we use

The world changes all the time and technology is no different! Here at Mkt4Edu, technology is in our DNA, we work with many different softwares to make the whole process of automation and artificial intelligence work more efficiently and achieve more results.

Here, new softwares are tested all the time. Modern tools and new functionalities are tested all the time, there were already more than 200 tests so you can have the best result in your institution.

From customer acquisition to retention: Mkt4edu can make the difference in your marketing operation.


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