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How Unstructured Data Can Help Companies Thrive in the AI Era

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Linda Saunders
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By Linda Saunders, Director Solutions Engineering Africa

Every organisation is racing to unlock the power of AI to improve its sales and service experiences. But great AI requires data.

Linda Saunders

Traditionally, companies have handled data that is found in structured formats, with rows and columns, including customer engagement data gathered through CRM applications. Every business also has a huge amount of information trapped in “unstructured” data, in formats such as documents, images, audio and video recordings. This unstructured data could be highly valuable, providing businesses with AI insights that are more accurate and comprehensive because they are grounded in customer information.

Many organisations want a holistic customer view, but have lacked the technical ability to see, access, integrate, and make use of their unstructured data in any trusted way. With the power of large language models (LLMs) and generative AI, they can now do just that.

To win in the AI era, successful organisations will need to build integrated, federated, intelligent, and actionable solutions across every customer touchpoint while also reducing complexity.

This starts with the capability to effectively tap into unstructured content, gather knowledge, index the data efficiently, and pull insights from every department.

Helping AI to better know and serve customers

When a customer needs help with a recent purchase, typically they start the conversation with the company’s chatbot. For the experience to be both relevant and positive, the entire exchange needs to be grounded in that customer’s data, such as their recent product purchase, warranty information, and any past conversations they’ve had. The chatbot should also be tapping into company data, such as the latest learnings from other customers who have bought similar products and internal knowledge base articles.

Some of this information might reside in transactional databases — structured information — while the rest might be in unstructured files, such as warranty contracts or knowledge base articles. Both types of data need to be accessed, and the right data needs to be utilised. If not, the exchange with the chatbot will be at best frustrating and at worst inaccurate.

Obtaining the best and most accurate AI responses requires augmenting LLMs with proprietary, real-time, structured and unstructured data from within a company’s own applications, warehouses, and data lakes.

An effective way of making those models more accurate is with an AI framework called Retrieval Augmented Generation (RAG). RAG typically enables companies to use their structured and unstructured proprietary data to make generative AI more contextual, timely, trusted, and relevant.

Ensuring relevancy, whatever the scenario

Combining all your customer data, structured and unstructured, into a combined 360-degree view will ensure customers have the most relevant information for any enterprise scenario.

Financial institutions, for example, can use it to provide real-time information on market or financial data to their employees, who can take that information and blend it with a customer’s own unique banking needs to give them actionable advice based on their situation.

Many companies are exploring the use of RAG technology to improve internal processes and provide accurate and up-to-date information to advisors and other employees. Offering contextual assistance, ensuring personalised support, and continuously learning will improve efficiency decision-making across their organisation.

For organisations preparing their data for AI, first, they have to know where all of their data is and understand its quality – and whether it is good enough for their generative AI models. Second, they have to ensure their data is fresh, relevant, and retrievable, so they can combine structured and unstructured data for the best outputs. And thirdly, they have to activate that data across their applications and build the right pipelines so RAG can pull that data when prompted and provide the answers they need.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Apple Faces €150M Fine in France Over Alleged Antitrust Violations

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French antitrust regulators have fined Apple 150 million euros ($162 million) over its App Tracking Transparency (ATT) feature, which is facing scrutiny in multiple European countries.

The French Competition Authority ruled that Apple’s implementation of ATT was “neither necessary nor proportionate to the company’s stated goal to protect user data” and unfairly penalized third-party publishers.

Alongside the financial penalty, Apple has been ordered to publish the decision on its website for seven days. The ruling comes amid ongoing investigations in Germany, Italy, Romania, and Poland into ATT, which Apple introduced in 2021 as a privacy safeguard.

ATT requires apps to obtain explicit user consent via a pop-up before tracking activity across other apps and websites. If users decline, the app loses access to their advertising identifier, limiting targeted advertising. Critics argue that the system disproportionately benefits Apple by restricting competitors while promoting its own advertising services.

The French watchdog found that ATT forces users to navigate excessive consent windows for third-party apps on iPhones and iPads, making the process unnecessarily complicated.

Additionally, Apple’s system requires users to opt out of ad tracking twice rather than once, which the authority said undermines the feature’s neutrality and causes economic harm to app publishers and ad service providers.

The ruling emphasized that smaller publishers, which rely heavily on third-party data collection for revenue, are particularly affected.

The French regulator initially declined to impose emergency measures in 2021 after complaints from the advertising industry, but continued its investigation, ultimately leading to Monday’s decision.


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Cassava and Microsoft Boost Youth Employment in Green Tech

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Pan-African technology company Cassava Technologies, in a strategic collaboration with Microsoft, has launched a community engagement initiative focused on South Africa.

Cassava

Through this initiative, the two organisations will establish training hubs for youth in the local communities that will help spur employment opportunities in the renewable energy industry.

By prioritising renewable energy skills development, energy efficiency, and community microgrids, the initiative will empower the next generation to lead in the transition to clean energy. Activities will be focused in Johannesburg and Cape Town, where Cassava and Microsoft operate.

The project’s training hubs will play a vital role in equipping Africa’s women and youth with the skills they need to thrive in the renewable energy industry and ensure that the benefits of the energy transition are realised by all.

Cassava Technologies, through its renewable energy company and co-location companies, will be a key player in this collaboration. Their local renewable energy expertise will ensure that the initiative delivers tangible benefits linked to clean energy jobs and projects to the communities that are involved.

Through this initiative, Cassava and Microsoft are supporting community engagement and sustainable development in the region and across the continent, which lays the groundwork for expansion into other African markets.

Finhai Munzara, Chief Corporate Development Officer of Cassava Technologies, said, “We are honoured to collaborate with Microsoft on this project, which ensures that we bring all Africans along as we transition to a digitally connected future using sustainable energy. By leveraging our technological expertise, on-the-ground experience, and Microsoft’s global reach, we are poised to make a lasting, positive impact on South African communities.”

“We are pleased to work with Cassava to support climate initiatives in South Africa that enhance local communities, ensuring that those all have the tools to thrive,” said Markus Swart, Director of Data Centre Operations in South Africa at Microsoft.


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MTN, Lynk Global Make Africa’s First Satellite-to-Mobile Call

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MTN South Africa, in partnership with Lynk Global, has successfully conducted Africa’s first satellite-to-mobile phone call touted as a groundbreaking development.

MTN, Lynk Global Make Africa’s First Satellite-to-Mobile Call

This historic trial, conducted in Vryburg, North West province, marks a major step toward bridging connectivity gaps in underserved and rural regions across the continent.

The test involved making a voice call using a standard smartphone connected via a low-Earth orbit (LEO) satellite.

This innovative approach eliminates the need for traditional network infrastructure, providing a viable solution for remote areas with limited or no mobile coverage.

According to Charles Molapisi, CEO of MTN South Africa, this initiative aligns with the company’s broader strategy to extend network coverage to hard-to-reach areas.

“This achievement demonstrates our commitment to leveraging cutting-edge technology to ensure connectivity for all, regardless of location,” Molapisi stated.

The trial also assessed SMS capabilities over the LEO satellite connection, proving the technology’s potential for widespread application.

With successful implementation, satellite-to-mobile communication could revolutionise telecommunications in Africa, enabling digital inclusion and economic opportunities in regions previously disconnected from mainstream networks.

This milestone underscores the growing role of satellite technology in Africa’s telecommunications landscape.

By integrating satellite solutions with existing mobile networks, MTN and Lynk Global aim to provide seamless connectivity that overcomes traditional infrastructure challenges.

 

 

 


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