Customer Data & Analytics Blog

Prescriptive Analytics Vs. Artificial Intelligence

Kristian Mihali | 1 minute read



Analytics have grown in complexity to meet business demand. 2018 is seeing the next wave of advanced analytics – prescriptive analytics – which leverage historical data to identify what could happen and go a step further by recommending what should be done to give rise to a desired outcome. They use knowledge not only to make better decisions in the future, but also to offer insights on the best course of action for a particular situation given what the future is likely to hold.

The relatively new kid on the block, A.I., is dedicated to automating “intelligent processes” that imitate human logic, and is incorporated by nearly all businesses in at least some way – from recommendation systems to chatbots, fraud prevention, and even A.I. autopilot on commercial flights. A.I. can build and rebuild models on the fly while adapting to change and searching for new and better data – making it a proactive solution.

Prescriptive analytics alone are great at making predictions from an expansive data set and generating a best course of action, but if their insights are wrong they don’t have the capacity to understand and fix the underlying models. This would have to wait for a guiding hand to feed the models new data and rework their underlying assumptions and retune them to the correct answer.

Can the two come together?

By combining the models of prescriptive analytics with the autonomy and agility of A.I., businesses have access to a sidekick that can go beyond predicting the future to actually making it happen. As an avalanche of structured and unstructured data pours into prescriptive models, real-time decisioning via A.I. can turn into real-time action, without depending on human intervention, and bring your automated businesses processes to life.


Kristian Mihali works in Business Development at Zylotech, where he uses his background in corporate and startup environments to bridge the divide between the often-fragmented worlds of enterprise and innovation. As a local startup enthusiast, Kristian enjoys learning about the latest in tech and networking with local entrepreneurs and investors. In his free time, you can find Kristian exploring the music scene in Boston or playing basketball with his friends.

If you liked this post, check out our other blog post on what AI can do for B2B marketers.

Topics: Customer Intelligence