by QUAL360 APAC presentation highlight: Unlocking How Mercedes-Benz Leverages AI in Qualitative Research
Discover how Mercedes leverages AI, specifically large language models (LLMs) in analyzing qualitative data.
Learn about Mercedes Benz‘s AI system and how it adapts to new robots and sensors, highlighting how AI learns from multiple data sources. The video discusses AI’s need for multimodal inputs (like humans using multiple senses) to enhance its capabilities, drawing parallels to human development. The presentation highlight also addresses the current challenges of AI, including reasoning, reliability, and the significance of human involvement in AI processes.
You can find all QUAL360 APAC conference recordings for free in our video section!
Video transcript below (This is an AI-generated summary. There may be inaccuracies.)
In the first part of the session, the speaker opens by explaining how AI and large language models (LLMs) help in analyzing qualitative research, emphasizing the importance of multimodal input and representation in AI. He draws an analogy between a baby learning through its senses and AI, noting that as AI acquires more “senses” or data types, it becomes more capable. Large language models, a subset of AI, try to learn patterns in text and can perform tasks like natural language processing and text generation.
The conversation delves deeper into representation in AI, drawing comparisons between human cognition and how AI processes data. The speaker emphasizes that AI’s effectiveness depends on how well it models the relationships between data points. He gives an example of how converting data into a different mathematical form, such as through the Laplace transform, can simplify solving complex problems, making AI more efficient.
The discussion turns to the limitations of language models. The speaker uses an example of a baby learning through reading versus having multiple sensory inputs, explaining that AI similarly improves with the addition of various data modes. He mentions Google’s R2X robot, which uses vision and language to make decisions, demonstrating how multimodal AI can translate data into actionable insights.
Mercedes Benz’s application of AI in analyzing data from various robotic bodies is discussed. The AI system adapts to different sensor inputs, processing data across modalities, thereby making it highly versatile. The speaker notes that as AI incorporates more data types, its learning capacity grows exponentially. He mentions that AI’s adaptability and learning are akin to “immortality,” since AI systems can continuously evolve.
AI’s use in product development is introduced, where different “personas” or AI agents collaborate in real-time, mimicking roles like CEO or developer. This innovation accelerates the product development cycle from months to minutes. The speaker explains that these AI-driven personas, engaging in real-time discussions, can lead to faster, more efficient product iterations.
The speaker identifies the major challenges facing AI, particularly in reliability and reasoning. He mentions efforts to improve AI through human feedback mechanisms, as current models still struggle with advanced reasoning. The speaker explains that while LLMs are effective for language processing, they are not yet proficient in areas like math or advanced decision-making.
The final segment explores the limitations of LLMs, especially in reasoning and advanced mathematics. The speaker encourages organizations to experiment with AI but underscores the importance of human oversight. He notes that LLMs will require organizational shifts to fully integrate AI-driven processes, but human involvement remains critical for guiding these systems.
Our QUAL360 APAC 2024 agenda features presentations from Coca-Cola, Meta, Spotify, HP, Globe Telecom, Singtel, Flipkart and many other industry leaders. Join Qual360 APAC on November 6&7 in Singapore to get your latest updates on qualitative methodologies, new research technologies, generative AI, scaling qual research and much more. Even better – if you register TODAY you can still grab the ticket with the 10% discount! Use promo code MER10, valid only until 30th September.
