If a marketing manager wants to know if increasing the advertising budget on social media will result in a higher return-on-investment, a DSS could determine how much increase would result in the desired sales increase. This is a simple example that illustrates how a DSS is a form of ___.

If a marketing manager wants to know if increasing the advertising budget on social media will result in a higher return-on-investment, a DSS could determine how much increase would result in the desired sales increase. This is a simple example that illustrates how a DSS is a form of ___.

• A. data mining
• B. machine learning
• C. artificial intelligence
• D. neural networks

Answer: (C)

Decision support systems are built to aid decision-makers by using data and models to analyze scenarios and suggest actions. In this example, the DSS would model how changes in social media advertising spend affect sales and ROI, and determine the amount of budget increase needed to achieve the desired sales rise. That capacity to reason about actions and predict outcomes represents artificial intelligence—the broad ability to emulate intelligent decision-making. While data mining, machine learning, and neural networks are related AI techniques, the emphasis here is on using the system to decide what action to take to reach a goal, which aligns with AI.

Decision support systems are built to aid decision-makers by using data and models to analyze scenarios and suggest actions. In this example, the DSS would model how changes in social media advertising spend affect sales and ROI, and determine the amount of budget increase needed to achieve the desired sales rise. That capacity to reason about actions and predict outcomes represents artificial intelligence—the broad ability to emulate intelligent decision-making. While data mining, machine learning, and neural networks are related AI techniques, the emphasis here is on using the system to decide what action to take to reach a goal, which aligns with AI.