Tag: artificial intelligence

A Deep Dive into How Artificial Intelligence Solutions Propel Modern Companies

Posted on by Prakash Nagarajan

In the dynamic world of modern business, Artificial Intelligence (AI) stands as a beacon of transformation and innovation. The application of AI in business is not just a fleeting trend but a foundational shift, setting the stage for a new era of operational excellence and strategic foresight. Research conducted by PwC indicates that by 2030, AI could potentially increase global GDP by as much as 14%, which translates to an added value of approximately $15.7 trillion. This represents the largest commercial opportunity in the rapidly evolving global economy today. This blog delves into the myriad ways artificial intelligence solutions are indispensable for today’s businesses, sculpting a landscape where efficiency, precision, and foresight converge to redefine success. 

The Evolution of AI in Business 

The journey of AI in the business landscape is nothing short of remarkable. From its nascent stages as a theoretical concept in the mid-20th century, AI has burgeoned into a powerhouse of practical, scalable solutions. Key milestones, such as the introduction of machine learning algorithms and the advent of big data analytics, have paved the way for AI’s integration into business operations. 

AI Solutions and Business Efficiency 

AI’s prowess in enhancing business efficiency is undeniable. Through solutions like process automation and predictive maintenance, AI streamlines operations, cuts down on redundancy, and optimizes resource allocation. The most immediate and significant economic impact of AI is expected to stem from enhanced productivity. This encompasses the automation of routine tasks, supplementing the abilities of employees, and liberating them to concentrate on more engaging and high-value activities. Industries that are capital-intensive, like manufacturing and transport, stand to benefit greatly from AI-driven productivity improvements. These sectors often have operational processes that are highly amenable to automation, making them prime candidates for substantial efficiency gains through AI integration. 

AI in Decision-Making and Strategy

AI’s role in decision-making is a game-changer for strategic planning. By harnessing the power of data analysis, predictive analytics, and market trend analysis, AI empowers businesses to make informed, data-driven decisions. Artificial intelligence is already a pivotal tool in the decision-making processes of numerous companies and is progressively being utilized to guide policy and public sector decisions globally. For instance, supervised learning techniques are employed by some governments to identify potential criminals and terrorists. However, at present, only a mere 7% of companies are leveraging AI for major strategic decisions, such as in strategy formulation or financial planning. Despite this current underutilization, the significance of AI for the future is immense. According to an IBM report, a striking 75% of business leaders hold the belief that what will differentiate companies in the competitive landscape will be determined by who possesses the most advanced generative AI capabilities. 

AI-Driven Customer Experience and Engagement 

Today’s customer service landscape is defined by the heightened expectations of consumers, particularly millennials, with two-thirds demanding real-time service and three-quarters seeking a uniform experience across all service channels. However, the rapidly increasing service expectations, coupled with escalating cost pressures, make it impractical to rely solely on expanding the workforce of well-trained customer service personnel. In the context of global banking, a 2020 McKinsey study underscores the potential impact of AI in this domain. The research suggests that AI technologies could contribute up to $1 trillion of additional value each year in this sector alone. A substantial part of this value is attributed to the enhancement of customer service through AI, highlighting its crucial role in redefining customer experience and engagement strategies.  

AI Solutions in Risk Management

Risk management is a critical component of business sustainability, and AI stands as a vigilant guardian in this realm. Recent market analyses have revealed that the market for AI in trust, risk, and security management was valued at $1.7 billion in 2022, with projections indicating a rise to $7.4 billion by 2032, growing at a Compound Annual Growth Rate (CAGR) of 16.2%. This significant growth trajectory underscores the immense value AI contributes to identifying and managing business risks. 

Businesses that implement AI-driven risk management strategies are positioning themselves for a competitive edge. They achieve this by proactively predicting and mitigating potential threats, improving the precision of decision-making, and ensuring the security of their assets and operations. As such, AI is rapidly becoming an essential element in crafting robust risk management frameworks across various industries.

The Future of AI in Business

As we look towards the future integration of AI in business, several critical considerations emerge. Firstly, understanding what AI means for your specific business is crucial. This involves identifying how AI can address particular challenges and opportunities within your industry. Secondly, prioritizing your response to the integration of AI is key. This means strategically aligning AI initiatives with your business goals. 

The third aspect involves ensuring that you have the right talent and culture in place, in addition to the technology itself. It’s essential to cultivate a workforce that is adept in AI and a company culture that embraces technological innovation. Lastly, establishing appropriate governance and control mechanisms is vital. This ensures that AI integration is ethical, responsible, and aligns with regulatory standards. These steps are fundamental in keeping pace with the rapid changes brought about by AI in the business world.

In conclusion, the integration of artificial intelligence solutions in business is not just a trend but a fundamental shift in how companies operate and strategize. From enhancing efficiency to reshaping customer interactions, AI stands as a pivotal force in the modern business arena. Embracing AI solutions is no longer an option but a necessity for businesses aiming to thrive in an increasingly competitive and digitalized world. We invite you to reach out to our team of specialists, who are equipped to assist you in harnessing the full potential of AI for your business, ensuring you remain at the forefront of this technological revolution.

Leveraging ChatGPT for Your Business: Unleashing the Power of Intelligent Conversations

Posted on by Prakash Nagarajan

Artificial Intelligence (AI) has emerged as a transformative force, reshaping the way businesses operate. Among the array of remarkable AI advancements, ChatGPT, developed by the ingenious minds at OpenAI, stands out. ChatGPT has garnered significant attention for its content creation capabilities, but its true potential extends far beyond that. With over 100 million current users, let us delve into the expansive possibilities of ChatGPT and examine how it can revolutionize businesses across various industries. With its ability to automate customer support, generate personalized content, streamline data analysis, and foster team collaboration, ChatGPT emerges as a versatile tool that can drive businesses towards unprecedented growth and success.

Understanding ChatGPT

Wondering what is ChatGPT and how ChatGPT works? ChatGPT is an advanced language model built upon the powerful GPT-3 architecture. It has been trained on huge amounts of data, enabling it to generate human-like responses to user queries. By leveraging deep learning algorithms, ChatGPT can understand, process and respond to natural language queries, making it an ideal solution for businesses seeking to augment their customer-centric activities.

How Businesses Can Leverage ChatGPT?

ChatGPT can be leveraged by various business functions to enhance efficiency and provide customized services to customers. Here are some ways different business functions can utilize ChatGPT:

1. Sales: Two major areas where ChatGPT can help Sales are Lead Qualification and Sales Support. ChatGPT can interact with potential leads, ask relevant questions, and qualify them based on predefined criteria. ChatGPT also can act as a virtual assistant or chatbot to automate customer interactions. ChatGPT can handle general queries, provide instant responses, and escalate complex issues to human agents when necessary, reducing response times, improving customer satisfaction, and enabling businesses to offer round-the-clock support. According to a study by Salesforce, 64% of customers expect companies to respond to their inquiries in real time.

2. Research and Development: ChatGPT can play a crucial role in several aspects of Research and Development. By leveraging its natural language processing capabilities, ChatGPT can explore various possibilities for product development and offer new ideas and fresh perspectives. In the realm of competitive analysis, ChatGPT can analyze competitor data, extract valuable insights, and provide concise summaries and actionable recommendations. This enables businesses to make informed decisions based on a comprehensive understanding of the competitive landscape. Additionally, ChatGPT can serve as a technical assistant, aiding R&D teams by answering technical queries, providing relevant documentation, and assisting in troubleshooting complex challenges. This technical expertise can significantly improve the efficiency and effectiveness of research and development processes, leading to faster problem resolution and enhanced innovation.

3. Marketing: ChatGPT can help marketers generate ideas for content creation and provide suggestions for blog posts, social media captions, and ad copy. It can also help businesses reduce time and money by creating SEO-optimized content catering to business needs. It can also help you interact with customers on social media platforms, respond to inquiries, provide product information, and engage in personalized conversations. Last but not least, it can help you analyze large volumes of data, extract insights, identify patterns, and generate reports.

These are just a few examples, and the potential applications of ChatGPT can vary based on each business function’s specific needs and goals. With its natural language processing capabilities, ChatGPT can improve efficiency, automate repetitive tasks, and enhance customer experiences across various business areas.

Can Businesses Rely Only on ChatGPT?

One of the major issues that have been called out regarding ChatGPT is ethical concerns. Businesses must be mindful of potential biases, privacy concerns, and the responsible handling of sensitive information. Another limitation is Context Understanding; while ChatGPT performs impressively in generating human-like responses, it may occasionally struggle with context understanding, leading to inaccurate or nonsensical answers. Continuous monitoring, feedback loops, and training improvements are essential to enhance its performance.

 

How Can You Integrate ChatGPT into Your Business?

ChatGPT can be integrated into individual businesses in the following ways:

1. Selecting the Right Model: Choose the appropriate ChatGPT variant based on your business needs and budget. OpenAI offers different models with varying capabilities, such as GPT-3 and future iterations that may be released

2. Training the Model: Fine-tuning the pre-trained model with data specific to your business can enhance its performance and align it with your organization’s language and tone. OpenAI provides guidelines and resources for fine-tuning the models.

3. Integrate into Operations: Integrate ChatGPT into your existing systems and platforms to enable seamless communication and interactions with customers, employees, or other stakeholders. OpenAI provides APIs and developer tools to facilitate integration.

Few Popular Prompts You Can Use with ChatGPT

To leverage ChatGPT effectively, consider using prompts such as:

“Can you provide information about [product/service]?”

“Help me troubleshoot [specific issue] with our product.”

“Generate ideas for our [name] marketing campaign.”

“Translate this document from [source language] to [target language].”

“Analyze the following sales data and provide actionable insights on trends.

Embrace the Future Today

ChatGPT represents a significant breakthrough in AI-driven business solutions. By leveraging its natural language processing capabilities, businesses can automate customer support, generate personalized content, streamline data analysis, and enhance team collaboration. While there are considerations to address, such as ethics and limitations, the benefits of ChatGPT outweigh the challenges. Embrace this transformative technology, select the right model, train it to suit your needs, and integrate it into your business operations.

Integra is an innovative technology company that specializes in AI and Machine Learning solutions, offering a range of services such as AI strategy development, custom model building and chatbot development to help businesses scale and optimize their operations. Leveraging the power of cutting-edge technologies, Integra’s solutions are designed to streamline processes, accelerate product launches by 50% and enhance operational efficiency by up to 80%.

Empowering Education with AI-Powered Smart Assessment Generators

Posted on by Prakash Nagarajan

One of the most groundbreaking concepts that are causing waves in the world of education is Generative AI, an emerging field that has captivated the imagination of millions. We’re talking about applications like ChatGPT and DALL-E, which have already amassed over 100 million users and boast a monthly website traffic of 1.8 billion. By 2023, we anticipate a staggering 8 billion AI-powered voice assistants flooding the market. The Artificial Intelligence market is projected to reach a colossal $1,811.8 billion by 2030, already surpassing $136.6 billion in 2022.

 

But let’s focus on one particular area where the transformative power of AI is making a profound impact: educational assessments. In this article, let us discuss the game-changing influence of large language model (LLM)-based assessment generators, and how they are revolutionizing the creation and delivery of assessment questions.

 

The Role of AI in Assessment Generation

Powered by artificial intelligence, these question generators employ machine learning algorithms, natural language processing, and advanced data analytics to produce assessment items of exceptional quality automatically. Though AI-based assessment generators have been in existence for quite some time, the output had not always been efficient.

 

Built upon a large language model, assessment generators undergo rigorous training on extensive text data. This comprehensive language learning equips the system to generate objective assessment items that are coherent, contextually relevant, and grammatically flawless.

 

The real magic lies in the customization capabilities of the assessment generator. It offers unparalleled flexibility, enabling businesses to tailor assessments perfectly to their curriculum, learning objectives, and target audience. With this level of adaptability, educational publishers can create a vast assessment repository that caters precisely to the specific needs of their students and educators. By harnessing the power of AI, educational publishers can now streamline and optimize the assessment creation process, paving the way for unprecedented efficiencies.

 

AI-Powered Assessment Generators: Enabling Efficiency, Personalization, and Speed

With today’s rapidly evolving AI models, the intersection of artificial intelligence (AI) and education has opened up new avenues for innovation and transformation. One of the major game changers has been the accelerated time-to-market. With the integration of AI solutions in education, the time required to generate assessment questions experiences a significant reduction. Through automation and intelligent algorithms, assessments can now be created swiftly, allowing educational publishers to bring their content to market at an unprecedented pace.

 

Not just the turn-around time, AI-based assessment generators are game-changers when it comes to efficiency gains and assessment quality aspects. In fact, data shows that 48% of companies are already leveraging data analysis, machine learning, or AI tools to address data quality issues, highlighting the growing importance of efficiency in today’s landscape.

 

Furthermore, we cannot overlook the cost-effectiveness aspect. AI-based assessment generators contribute to significant cost savings for educational publishers. By automating the assessment generation process, the need for extensive manual labor is eliminated, leading to reduced costs. This provides publishers with the ability to strategically allocate their resources and invest in other critical areas of their business, ultimately driving greater overall efficiency.

 

Last but not least, assessment generators are designed to cater to the unique needs of individual students with personalized learning experiences. By harnessing the power of AI, it adapts the difficulty level, content, and format of assessment items to align with each student’s requirements. This level of personalization has garnered attention from marketers, with 71% recognizing the potential of AI in creating personalized experiences.

 

The recent version of AI-based assessment generators is a game-changer in the field of educational assessment creation. Its ability to accelerate time-to-market, enhance efficiency, drive cost savings, and deliver personalized learning experiences is reshaping the future of education. By embracing this technology, we can unlock new levels of effectiveness, engagement, and customization in the learning process.

 

Integra’s Smart Assessment Generator distinguishes itself as a frontrunner in the industry. Utilizing advanced AI technology and leveraging a robust large language model, Integra’s assessment generator harnesses the power of artificial intelligence to generate assessment components of exceptional quality with up to 80% efficiency. With advanced AI algorithms, it ensures coherence, context relevance, and grammatical accuracy in the assessments.

Unlocking the Power of AI: A Step-by-Step Roadmap for Strategic Adoption

Posted on by Prakash Nagarajan

As business resilience and digital acceleration become increasingly central, companies are turning to cloud computing to store, manage, and process large volumes of critical data.

 

While the cloud offers adaptability, security, and scalability, it can also be expensive if not optimized correctly. Therefore, it is essential to have a cloud optimization strategy that ensures you are maximising your cloud investment.

 

Here are the top six cloud optimization strategies businesses should consider:

1) Right-sizing your infrastructure: One of the most effective cloud optimization strategies is right-sizing your infrastructure. This means choosing the right size and number of virtual machines (VMs) for your workload so that you are not paying for resources you do not need. Many businesses tend to oversize their VMs, leading to unnecessary costs. By monitoring your resource utilization, you can determine the appropriate VM size for each workload, thus reducing costs while meeting performance requirements. Another feature, auto scaling, boosts or reduces the number of VMs based on the changing workload, helping you avoid overprovisioning and reducing costs.

 

Today, all major cloud providers offer an integrated cloud cost management component that will help you with right-sizing. A good cost management component analyses the workloads and usage telemetry and offers personalised, actionable, context-aware recommendations for resource optimization on the go.

 

2) Utilizing cloud-native services: Cloud providers offer many native services designed to optimize performance, reduce costs, and improve efficiency. By leveraging these services, you can reduce the need for third-party tools and in-house development, saving both time and money.

 

For example, cloud providers offer services for data storage, computing, and networking optimized for their platforms. By using these services, you can take advantage of the provider’s expertise, accelerate GTM and save costs.

 

3) Implementing automation: Automation is a critical component of cloud optimization. By automating routine tasks such as backups, patching, and scaling, you can reduce the risk of errors and free up valuable IT resources. Additionally, automation allows you to run code in response to events, ensuring that you are always operating at peak efficiency.

 

4) Optimizing data storage: Data storage can be a significant cost for businesses, particularly if data is not managed efficiently. One way to optimize data storage is by implementing tiered storage. This involves moving less-frequently accessed data to lower-cost storage tiers. By doing so, you can reduce the cost of storing data while ensuring it is easily accessible when needed. Another way to optimize data storage is by compressing and deduplicating data. The latter helps reduce redundancy. These techniques reduce the amount of storage needed and can result in significant cost savings.

 

5) Security: As digitization blurs the boundaries across ecosystems, enhancing security for your cloud architecture is essential, particularly when dealing with sensitive data. A robust encryption approach protects your cloud resources from unauthorized access. Additionally, security protocols such as multi-factor authentication and identity and access management further secure your data and resources. A comprehensive approach to security is a must across all levels of an environment – from the tenant perimeter, network, endpoint devices, storage, compute, applications, and data. Access should follow a Zero-Trust model to minimize the attack surface and address vulnerabilities. Additionally, data encryption should be implemented at all times, including at-rest, in-transit, and in-use, to safeguard business information and comply with ISO standards.

 

6) Monitoring: For your optimization to succeed, it needs continuous monitoring to provide real-time overviews that support timely and targeted action. Many cloud providers offer monitoring tools that allow you to track resource usage, view performance metrics and identify areas for improvement. Additionally, there are many third-party tools available that can provide even more visibility and insights into your cloud environment. These inputs help you make effective, data-driven optimization decisions, so you always get the most out of your cloud investment.

For desirable outcomes for your cloud optimization, you must choose a partner with deep capabilities across the cloud journey. At Integra, our teams are experienced in supporting businesses of all sizes and sectors in migrating to secure cloud environments and building custom cloud optimization solutions that continuously deliver maximum value.

Re-imagining customer support with GPT-based technology

Posted on by Prakash Nagarajan

As advanced human-like algorithms and immersive experiences such as chatbots flood the market, end-users are no longer satisfied with narrow interactions with last-generation bots while using digital products and services.

 

This dissatisfaction becomes more pronounced when a bot does not deliver or encounters a glitch, and an end-user requires assistance. Previous AI-based chatbots integrated into customer support were very rigid because they lacked the intelligence beyond a rudimentary understanding of user intent and were mainly rule-based and took a much longer time to configure. Because of their lack of understanding of advanced user intent, a large proportion of queries went unaddressed and required escalation to already busy customer service executives, further frustrating the end-user due to the waiting times involved, giving them a poor experience.

 

The answer then is to interweave the latest generation of bots backed by generative AI into your customer support experiences. This new generation of bots leverages advanced AI/ML capabilities for conversation and model training, so end-users have access to real-time human-like interactions where their specific problem is understood and resolved quickly, and customer service executives benefit from being part of a human-virtual agent team that consistently delivers high levels of service and improves the user experience.

AI and its evolving role in customer support

AI has been integrated into customer service for the past few years to improve the speed of case resolution for customers and reduce the workload for customer service executives. The earlier generation of AI-driven bots that underpinned customer service automation used Natural Language Understanding (NLU) models to deconstruct and understand an end-user query. Once this was done, the bot would find a pre-configured response that was the best fit for the query and provide it to the end-user.

 

While this technology was able to handle simple queries in large volumes quickly, it ran into a wall when encountered with more complex end-user queries that did not fit into its pre-programmed categories of queries and responses. Given the growing rate of digitization of products and services, customer service agents continued to find themselves handling larger volumes of complex issues than ever before despite automation.

 

Human innovation, however, has always pushed the frontiers and we now have generative AI that is far more astute about grasping the context, conducting a conversation and learning and upgrading in live environments. Meta’s BlenderBot, Google’s Bard and OpenAI’s ChatGPT are examples that have captured both popular and scientific imagination currently.

Best-in-class generative AI transforms customer support

As we are seeing today, a technology like ChatGPT that leverages large language models to generate responses that address complex queries while taking into account context will find numerous applications across diverse areas such as healthcare, education, retail, and etc. In any of these areas, integrating ChatGPT technology into automated customer support will help the company or institution meet the enhanced customer expectations of our technologically advanced times.

 

The significant advantages of ChatGPT technology include:

  • More accurate responses to queries
  • Requires fewer data sets, easy to train and deploy
  • Intelligent and not conditional
  • Scales well in the long run

Bringing together components such as speech-to-text and video with ChatGPT-backed bots in your automated customer service solution will help you consistently deliver highly personalized, fast end-user experiences. ChatGPT models can be trained quickly on customer-specific data sets for a high degree of customization. The technology integrates easily into different environments, can learn and retrain from live data within a few days compared to months for the earlier generation of AI.

 

With this, end-users rarely encounter waiting times and have many if not most of their concerns addressed in real-time in formats and channels of their preference, enhancing user experience. Escalations are minimized, freeing up customer service executives to resolve complex queries in a thorough and innovative manner to increase customer loyalty. The learning from sorting out these complex queries can be input into the model for retraining, further improving the resolution effectiveness of the solution. Also, since human-virtual agent teams backed by ChatGPT technology can resolve larger volumes of cases quickly irrespective of complexity, they remain highly productive as the business scales and do not need to be augmented frequently, delivering maximum RoI.

 

Business benefits:

  • Improved rate of case resolution
  • Higher productivity
  • Up to 80% cost savings
  • Improved customer satisfaction
  • Building a culture of innovation

 

Conclusion: Humanity has ushered in a new era with a technology that functions almost like we do. It makes business sense to use this advancement to improve the customer service experience, boost the efficiency of service teams and increase profits.

 

To build and deploy a customer support solution that effectively leverages ChatGPT technology, you need to identify a technology partner that has strong experience in designing and implementing AI-supported solutions. At Integra, we have extensive experience in developing customized AI-powered solutions for our clients in various domains.

Highly configurable and scalable, capable of context-sensitive interactions tailored to user intent, these solutions have delivered higher efficiencies, driven down costs and helped with end-user retention. As a technology partner, Integra also ensures your customer support solution is regularly upgraded and has minimal downtime, so you empower your service teams to retain customer confidence at all times.

Role of AI in the Publishing Industry

Posted on by Prakash Nagarajan

Artificial Intelligence has gained immense popularity in the recent decade. Machines are now able to mimic  human intelligence processes with remarkable accuracy. AI has been widely used in many industries like recruitment, healthcare, education, and insurance to make day-to-day activities more efficient. In the last couple of years, there have been numerous ways in which the publishing industry too has been trying to integrate AI into their end-to-end process.

Here are some of the ways that AI can assist in streamlining the publishing industry:

Research:  Publishing, especially in academia, involves tremendous amounts of research. An effective research paper needs to have accurate information, its content should be verifiable by a credible source and it should hold the attention of the reader. Therefore, massive amounts of data mining and research are required to churn out a constructive piece of content. AI helps with this process by going through huge amounts of data in a matter of seconds and providing valuable results.

Finding your target audience: Crafting your content to appeal to your target audience will take your published work to the next level. AI-enabled tools can now predict the behavior of your intended audience. Being aware of this kind of data can help you publish your content keeping the correct niche of people in mind. Intelligent advertising also helps you analyze what kind of content a particular set of people will consume.

Automating routine tasks: This is another key area of publishing in which AI can give valuable inputs. AI machines can detect false or plagiarized content, recognize statistical errors, identify repetitive-sounding texts, fact-check key areas of published work and a lot more. This helps automate tasks that would traditionally require a lot of manpower and lets authors publish larger amounts of data.

Translating published texts: Having your published text translated into different languages can ensure that your work reaches a wider of audience. Content creators are constantly looking at innovative ways to ensure that people from all around the world consume their content. This is where AI-enabled translating tools become essential. There are a variety of AI translating tools available in the market that can aid in translating your published text. Some popular AI tools use neural machine translation to reduce language barriers and translate content.

Chatbots: A chat interface, powered by AI, is an excellent tool that can be used in the publishing industry. Chatbots mimic human conversations and predict outputs based on the customers’ responses. They can be useful in sending across published content to a better target audience. Chatbots can provide the customers with an engaging experience by allowing them to curate published content based on their preferences and report issues.

Editing Text: Proofreading and formatting are both integral parts of the publishing industry and aid in making the content readable to the consumer. There are numerous AI formatting tools available that make it infinitely easier for the publishing industry to make their content easier to consume. These tools review and fix errors in typography, grammar, and contextual errors. Some tools even have the option to add a specific style guide according to which your content would be edited.

Analyzing Content: How would you know if the content you published has actually had an impact on anyone? Content analysis tools, powered by AI, delve deep into user statistics to come up with publishing ideas that have a higher chance of working. These tools offer insights on the relevance of a particular topic and the kind of traction it receives with customers. This would make it easier for publishing agencies to pick subjects that would increase engagement and their audience base.

Integra’s iAuthor is a collaborative content authoring and editing tool that uses natural language processing (NLP) and artificial intelligence (AI) technologies to achieve insights on guided editing. This tool is a cloud-based platform that allows multiple authors to work on the same project simultaneously. It ensures that there is a significant decrease in the overall cost while producing output within record turnaround times. iAuthor also supports multilingual content processing for authors from multiple countries to work on this tool with ease.

In today’s times, AI is successfully changing the face of the publishing industry for the better. It can help existing writers generate more compelling content and hence increase the overall quality of published material.