Big data approximations: brand communities and AI

The quality of data and information located in brand communities can be ensured by checking for fake reviews or fake information. Artificial intelligence (AI) algorithms have the potential to resolve the ethical issues of fake information and to analyse informational trends accurately and in a timely manner. Thus, the application of AI in brand communities could give firms a sustainable competitive advantage. Also, brand communities extend over many geographical locations, which adds to the richness of the data that could provide valuable insights into products and services. In this application, AI would include an ethical memory and the ability to analyse and synthesise information. Thus, there will be an interface between the algorithm that checks the integrity of the information and the algorithm that analyses the data.