How Does AI Work

How AI works

Now that we've gone through the different types of AI, let's unpack the processes, data sets, and different fields of AI. The technology needs to, more broadly, consume a wide swath of data from all different avenues to be able to respond to and react effectively to a prompt.

For example, if you wanted to know how to write a brief introduction email to any customer who signs up for your newsletter, you could ask an AI tool how to do it and get a complete outline with tips as a response. Without a generous amount of information pulled from a variety of sources, that response wouldn't be possible.

The major fields and techniques of AI include:

• Neural networks: This technique mimics what the brain does in humans, creating neural pathways for information to travel, and is a component of deep learning. This allows us to classify and group information very quickly. Search algorithms are an example of a neural network.

• Machine learning: While a lot of AI does need some human intervention, the goal is to not really have it. That happens with machine learning (ML), which means AI can learn, process data, and improve over time. Think of any algorithm serving up content you like based on past behaviors. That's thanks to ML.

• Deep learning: A subset of ML, deep learning offers more complexity and can perform more intricate tasks. Need to generate art for a social media post? This happens because of deep learning.

• Large language models: A key way text gets generated is via large language models (LLMs). Information is provided to a computer program so it can recognize and interpret language and other types of data. It uses that data to predict language patterns and generate text, like when you ask an AI to draft an email.

• Natural language processing: Similar to LLMs, natural language processing (NLP) recognizes and understands human language and responds in kind, sounding human rather than cold and robotic. Think of any digital assistant that responds to your request with a similar tone and language.

What to consider when using AI

AI is an amazing partner for business owners from small to enterprise. Yet, it's important to understand it precisely as that: a partner. While AI is buzzy and flashy in the news cycle, it is, like any other tool, not without its limitations and considerations.

To understand AI fully and incorporate it into your business's workflow, consider the following ethical and logistical concerns beforehand.

1. Accuracy: Whatever the AI produces from a prompt is only as useful as the directive it's been given and the data it's been served and trained on. What information is fed to the AI isn't always clear. That can mean biased or factually inaccurate data. It's important to always check for inconsistencies or misrepresentation in anything an AI tool generates for you.

2. Privacy: AI relies on a consistent flow of data to process, analyze, and serve back to its users. That means if it gets access to your private data, depending on the AI type, it may not fully "understand" it shouldn't be used or accessed.

3. Copyright: Authorship is a massive concern with AI. It's a fantastic tool to help generate text or visuals, but it's important to understand that, because it's pulling from so many different sources, there could be a risk of copyright infringement if the content isn't edited or adjusted.

4. Cost: Depending on the size of your business, getting and using AI may be expensive. Do you build your own or get a third-party provider? Will AI be integral to your day-to-day operations or a useful tool to help with brainstorming? Cost can be little to a lot depending on what you need AI for.

5. Uniqueness: A unique, human element is essential for any successful business, brand, or audience connection. By design, the responses AI tools generate are like an average of the information they've been fed. That's why it's important to use AI tools in a way that supports your ideas and output, but doesn't replace them.

How to incorporate AI into your workflow

Getting started with AI is generally very easy. Put in any search engine what you need from an AI tool and one will pop-up. Squarespace AI is useful for small businesses and entrepreneurs looking to help build their website, generate website copy, send out emails to their customer base, and even write product descriptions.

But incorporating it into any business's workflow needs some consideration. Here are our tips for bringing AI into your work in a way that fits your business.

1. Understand your business' goals

Start here and continuously go back to these goals over time to see if they're still what you need for your business. Are you looking to build a website? Do you need assistance generating copy to attract new customers? Create a set of goals to work off of and consider how AI can make them more achievable.

2. Keep tasks and expectations realistic

As we've seen, AI has its limitations. It's important that, when bringing AI into your business's workflow, that you use it within its parameters. If you're using Squarespace AI to help build out your website, the AI will provide insights into design choices and copy to help you optimize it more quickly. Keep the tasks within the framework of what the AI can do.

3. Monitor performance

Your goals will determine how you monitor AI's performance but, in general, it's key to keep an eye on how the AI is performing to understand if your business or workflow is benefiting from it. For example, after implementing an email marketing AI workflow, are conversions up? Has the content marketing and strategy outline provided by an AI tool actually helped you generate more traffic or brand awareness?

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