Technology has greatly influenced the lifestyles of individuals. Machine Learning, a subset of Artificial Intelligence, has been reshaping location-based services significantly. Whether you think of weather forecast, driving using GPS or buying products online that come flashing on your screen, Machine Learning has been changing the way you use technology.

While interacting with digital services and devices, they generate information about the location of the user most of the time. People who use smartphones depend on location services, whether they look out for a store or drive to a new city. This data is equally beneficial for the service providers. It reveals important information about the habits of the customers, bringing them the opportunity to expand their business.

Integrating Machine Learning in contemporary technologies has changed the way location-oriented services were delivered. These services are now more customised for the customers.

Read on to know how AI and Machine Learning are reshaping location-based services:

Smarter apps at the fingertips

A large section of users depends on smartphones to set tasks. This reminds them about their to-do things, keeping a track of their work. For instance, you are adding grocery items to your list. Smart apps can help you plan the shopping trips. Evaluating your shopping habits, these apps can prepare the list for you.

Besides, you must have noticed that you receive push notifications on your device, when you drive by certain stores. Even you may receive a promotional offer, when you drive past the area. Smart apps, using geo-location, has significantly cast an impact on the way buyers interact with the sellers, and vice versa.

Proactive navigation

Democratising the GPS was perhaps the greatest win for the smartphone. Machine Learning has enhanced GPS technologies to a substantial extent. Particularly, when it comes to delivering predictions that are uncannily predictable, Machine Learning has greatly leveraged GPS technologies. Proactive navigation helps people to get across to their desired locations.

Moreover, advanced apps have been developed, which notify the users about snarls along the way. You can also get directions when you are on the way to your office. You might have noticed, what the device notifies you about an alternate route, that you can take to ditch the snarl. This ensures that you do not end up facing a delay.

Have a look at the following instances, where Machine Learning can enhance your lifestyle through location-based services:

· Driverless automatic transport

· Gaming options in real time, without geological boundaries

· Voice and face integration and biometrics in smart apps

· Improved logistics systems

You can simply use digital assistants like Siri, Alexa or Google to find the nearest petrol pump or ATM.

Using recommendary technology

Intelligent apps help users with better recommendary technology. This, too, is related to location-based services. Through Machine Learning, the apps come to know about your needs and preferences. This is possible through the evaluation of historical data. You must have come across apps that are ready to remind you when you are running low on your gas, or when you need to do your next grocery shopping.

When you travel, you must have received recommendations on the most time-saving route. Apps have also been developed, that can search holiday destinations, hotels, diners and saloons, receiving voice commands. In the coming years, you can also use recommendary technology in budgeting.

In a nutshell, Machine Learning can be paired up with location, enhancing the benefits of the user.

Situational awareness and satellite imagery for making decisions

Satellite imagery is being used to increase situational awareness, which helps in making better decisions for marketing. Business firms can benefit from competitive intelligence and progress tracking, through technologies applied in business and finance intelligence sectors.

This technology is still evolving, and Machine Learning has played a crucial role in upgrading the infrastructure. Real-time imaging data can help companies remain better informed, particularly when it comes to tracking progress.

Companies can also benefit in supply chain management, focusing on location-oriented services. For instance, satellite imaging technologies are helping in imaging the crops that are being grown, mine outputs, port traffic and so on. Different organisations and business firms are using customised apps that help them utilise these technologies.

Providing customers with a smarter experience

A report from Blue Nile Research reveals that 76% of B2B customers and 70% of B2C customers go for three or more channels for research, before they make a purchase. Combining this information with location data, companies can provide their customers with a smarter experience throughout the buying process.

Companies are also focusing on cross-channel attribution, combining multiple location-oriented and location-oriented tactics. In the process, the retailers are able to get a complete journey of the users.

Social check-ins and geo locations

Retail stores often use the location of a customer, along with mobile geolocation and technologies based on social check-ins, like Twitter and Facebook, to send personalised advertisements and recommendations.

This is particularly applicable for restaurants. The smart apps collect data, based on the historic behavioural traits. Certain apps have also been developed to provide recommended venues, in the form of a list to the users. When it comes to booking a table space, one can choose from this recommended list of locations.

Geolocations to prevent frauds

Machine Learning, coupled with geo-location technologies, is being used to prevent frauds. For instance, some Master Cards utilise location-based data in order to prevent fraudulent transactions.

This takes place in real time, ensuring that the security of the users is maintained. Most of the credit and debit cards are integrated with GPS chips. Machine Learning, along with other smart technologies, is helping banks prevent fraudulent transactions.

Machine Learning has enhanced customer experience to a great extent, as business firms are able to offer a greater level of customisation. It has opened up the gateway, allowing researchers to view human movement and analyse the patterns like never before.

Besides, the increasing influx of location-oriented information from IoT-connected devices and smartphones is assisting the development of location-based apps. The coming years are likely to witness a greater degree of customisation of services for the users.

Ankita Sinha, Co- Founder & CTO, Gravitas AI

www.gravitas.ai

• Machine learning