Causal Artificial Intelligence

CHAPTER 8Causal AI in Action

At this juncture in our journey to analyze and understand causal AI, we have examined the elemental/foundational concepts underlying the approach, the hybrid teams that are needed to understand the core issues and execute causal AI projects, the tools and technologies that have been developed, the relationship of causal AI to traditional AI, and the potential for causal AI to drive the evolution of the field of AI to include not only an understanding of what is most likely to happen next but also why it will happen.

In this chapter, we will examine, describe, and discuss causal AI from an applied perspective. How do you navigate the process of designing, developing, and deploying a causal AI-based application? One of our primary objectives of this chapter is to bring to life the process of building and applying causal AI to a real-world scenario. We will provide six use cases in this chapter. The first use case is an overall example of how the management team takes a holistic view of enterprise marketing. This use case will be based on a typical enterprise organization's marketing operations or a routine scenario faced by marketing professionals on a regular basis. We will discuss a hypothetical marketing situation, walk through the process of leveraging causal AI to examine and propose approaches to analyze the marketing environment, and consider how it can suggest changes to the marketing mix focused on pricing and product portfolio management ...