Four Ways Data Science and Artificial Intelligence Can Enhance Your Business and Productivity: AI Defined, Top AI Programs and Key Considerations

The past year has seen a rapid rise in artificial intelligence use among businesses and individuals.

Although the term “artificial intelligence“ was coined way back in 1955 as part of a research project at Dartmouth College, only recently has this technology seen widespread recognition and real-world applications.

Data science has had an even longer history, with its foundations in statistics and mathematics dating way back in the 19th century.

First, let’s define what each of these terms mean. Artificial intelligence (AI) refers to capabilities of computers to engage in actions that typically rely on human intelligence. Examples of AI in today’s world include image recognition, language interpretation or translation, understanding of speech, and idea creation.

Data science is a related field that uses machine learning algorithms, scientific methodologies, and computational systems to generate knowledge and insights from datasets of all sizes and types.

Let’s take a closer look at AI and data science, including: (1) four applications in business and productivity enhancement, (2) the major AI programs currently on the market, and (3) a few important points to think about when considering using AI and data science tools.

1. Better Understanding of Current Market Trends and Customer Base with Data-driven Decision Making

The first area where data science and AI can provide considerable benefits is in terms of better understanding market trends and customer preferences.

While more traditional marketing approaches often rely on surveying a small percentage of customers or clients, big data approaches can leverage multiple data sets and analytic tools to understand macro-level trends and specific customer segments.

The insights from these datasets and more advanced methods can then be used to tailor advertising and outreach efforts to help maximize return on investment (ROI) on marketing budgets.

A more precise, data-driven approach can also reducing potential fatigue that can occur from over-saturating customers with the same messages over time.

Overall, the integration of data science methods and AI can inform better decision making based on more objective data and broader market conditions, instead of gut feelings, perceived sentiments, or small convenience samples.

2. Unique Insights into Customer Wants and Needs via Artificial Intelligence

Similar to the application of data science methods to big datasets described above, AI can also provide detailed feedback about entire markets and market sectors.

Unlike a cross-sectional survey done at one point in time with one sample of people, major AI programs like ChatGPT, Google Gemini, Microsoft Copilot or Perplexity.ai can tap into massive datasets including much of the knowledge generated in human history.

These leading AI programs are trained and tested on millions of books, webpages and search data points — including peer-reviewed academic research and reports — so they’re able to provide insights on the broader state of our world and human behavior.

By leveraging Google Search trends data, for example, AI programs can identify what people are searching for during a day, week or month, which can help to guide product development and digital marketing strategies.

3. Integration of Human Contributions and Knowledge Synthesis from AI Programs to Fuel Innovation

The current frontiers of data science and AI are focused on how to best integrate human-generated knowledge and creativity with insights provided by AI platforms.

While AI programs are somewhat effective at answering basic written prompts and generating answers from their vast stores of written materials on websites, for example, they are still limited (as of August, 2025!) in true creativity and the generation of revolutionary ideas.

And AI also doesn’t always give the right or correct answer, which we discuss more below when covering some key concerns with AI.

Here at Chestnut Hill Analytics Insights, we think that the best insights come from data when applying both human ingenuity and creativity to understand a problem holistically, and that AI is a tool like any other technology (e.g., computers, smart phones, or tablets).

So, while AI programs can help synthesize knowledge, or brainstorm ideas, they’ll never be a replacement for an experienced team of data professionals, and all the human insights, care, understanding, and support that comes with working with real people.

4. Creative Inspiration and Helpful Brainstorming from AI Chat Bots

Despite their shortcomings and limited applications to creativity, AI chat bots can be an effective tool for getting inspiration or brainstorming ideas.

Whether it’s a new product launch strategy at a startup, potential tag lines for a fundraising initiative at a non-profit organization, or research ideas for a grant application at a college or university, AI chat bots can be a helpful resource.

These functions of AI can be very informative early on in the development of new approaches or ideas, but they don’t replace actual data science-informed insights from real customers, donors, or research participants.

In the next section, we’ll conclude with some key considerations to keep in mind when working with any AI program, including potential concerns to be aware of when vetting information provided by AI services.

The Bottom Line: Important Considerations and How We Can Help

As we mentioned above, the responses from AI are not always correct, and in some cases, can be wildly incorrect or highly misleading.

For example, the Chicago Sun-Times asked an AI chatbot to create a summer reading list, which it did, but the list included mostly fake books with names that at least sounded exciting!

In a more concerning example, another AI chat bot “hallucinated” court cases that didn’t exist, wasting attorney time and also potentially impacting court proceedings, which could be very serious for all parties involved (more details can be found in this filing document).

Google’s Gemini even comes with a disclaimer, that states that “AI systems, including large language models (LLMs) like this one, can provide incorrect or flawed responses for several reasons.“ We’ve included a screenshot here of the full prompt we entered and an excerpt of the (very) interesting response:

Other key concerns with AI include:

• Rising prices for AI services

• Difficulties in monitoring use by children and minors (not to mention cheating in school or university!)

• Problems with determining intent, for example, by providing a satirical response when asked a serious question

• Lack of privacy and control of data and prompt information sent to AI services

• Extensive resource use (e.g,., water, electricity, etc.) to run AI data centers

• And, most importantly in our mind, misinformation in the sources that AI services draw from

While we’re not saying to skip AI altogether, it’s important to keep these points in mind, and hiring someone with knowledge and real-world experience about AI and data science can go a long way in avoiding these issues and problems!

So there you have it: The four ways that data science and AI can help your business and improve productivity, including a definition of what AI is, leading AI services/programs, and key points to keep in mind when working with AI.

Here at Chestnut Hill Analytics Insights, our experts have extensive real-world experience with data science software programs and AI tools.

Whether it’s a business expansion plan or scientific research study, our consultants are here to help you make sense of complex data of all varieties and provide informative visualizations, actionable steps, and easy-to-understand recommendations.

We offer a large portfolio of data science, analytics and business consulting services, which we describe in more detail on our Services page:

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