grow using artificial intelligence to screen human intelligence

IGS — Masahiro Fukuhara IGS - a startup providing people analytics software founded and run by Masahiro Fukuhara, applying artificial intelligence and machine learning to evaluate human

VIETNAM NATIONAL UNIVERSITY UNIVERSITY OF ECONOMICS AND LAW

GROW: Using Artificial Intelligence to Screen Human

Intelligence

Lecturer: Nguyén Thé Dai Nghia

Nguyễn Mai Han - K214080594

Hoang Diéu Huyén - K214080595

Phan Uyén Phuong - K214080602

Lé Gia Han - K214081851

HO CHI MINH CITY - 04/2023

Table of contents

ˆ W9, an ốe - Ả ÔÔ 4

II CC nh cece 4

PB c0 - 4

:39)) an ằằ -“-“a11L ố.ố.Ẽ.Ẽ.Ẽ.Ẽ.Ẽ.Ẽ.Ẽ.b 4

1 Core goal: Improving recruitment process and developing human resoutce 4

2 Limiting bias in the process of evaluating and recruiting candidates - 4

3 Promoting customer acquisition and demonstratng GROW’s technology applicability ccc ccc cccens eens eensececieseeseeeceseceseceseseesesesasesessesnsecsseeseesees 5 4 Helping Imndividuals identify therr strengths and weaknesses 52-5: 5 0Ô 2 na a 5

)NMz 10 i68) 57077 d 5

TL s eằe 5

P9 ẢẢ 5

3 Evaluating OpEIO'S 2 2 122112122112 15 125 1121151111211 11 11kg rà 6 IN.CvUi 2/0): 8n e 6

In» ae 6

CN 200 ea 6

DB Expansion -1 6

lai on ee- 7

2 How do the recommendations solve the 1sSu€S? - G c 32c S2t SE esrrk2 7 3 Market ng .iiidiitiỶẢ 7

LH: ii —- ‹-.4O 7

I0 5 8

d Business modeÌÏ CafIVâ6 c1 21211121121 1111211111111211211211 101101111 H1 ng He 10

E Implemenftation - Q1 1c v1 HE 11911110111 0111111111111 11111111 KH hyệt II

2 Resources ©stIIm4EIOH - 0 20 211211211111 11111111111 11 11111101111 111 11111 TH kg II S90 nh a5 12

A Overview

1 IGS — Masahiro Fukuhara

IGS - a startup providing people analytics software founded and run by Masahiro Fukuhara, applying artificial intelligence and machine learning to evaluate human behavior better and aid recruitment

2 GROW

GROW is an artificial intelligence platform and mobile app developed by IGS that uses artificial intelligence and learning algorithms to evaluate data from evaluators and candidates It

is a platform from two sides, with recruiters on one side and candidates on the other GROW includes two components: competency assessment and personality assessment Instead of using human’s intuition to evaluate candidates, GROW relies on big data to screen, recruit and develop human resources Thereafter, GROW was developed to be an effective tool that can assist students in understanding their weaknesses and strengths, and help the Human Resources Department to recruit candidates based on personality traits and required capacity In addition, with the collected data, GROW can develop and customize HR-related services for its customers and users

B Objectives

1 Core goal: Improving recruitment process and developing human resource

After a brief introduction about IGS, Fukuhara and GROW, we can see that the main function of GROW is to simplify and increase the accuracy of the recruitment process starting with a mobile application to evaluate the performances and personalities of candidates and ending by using artificial intelligence (machine learning) to provide high-quality recommendations to companies which candidates they should hire Therefore, the core goal of the team’s recommendations for the development of GROW is to contribute to improve the recruitment and human resource development process, shorten the recruitment time for client businesses by 40%, and help businesses save at least 80% of recruitment costs

2 Limiting bias in the process of evaluating and recruiting candidates

GROW mainly uses peer feedback in analyzing candidate’s data, so errors due to personal bias are inevitable That the wrong assessment of the candidate's qualifications will lead

to ineffective recruitment Therefore, our proposal revolves around the goal of limiting errors in the evaluation process to contribute to ensuring the quality of human resources, increasing the accuracy to 95%,

3 Promoting customer acquisition and demonstrating GROW's technology applicability IGS focuses on customer acquisition by actively setting goals for HR decision-makers at well-known companies and demonstrating IGS's technological prowess to perform complex data analytics about human resource processes of companies Affirming technological capabilities helps GROW build trust with Japanese companies, creating momentum to make GROW become

an effective tool for the recruitment process As a result, the number of contracts signed with Japanese companies increased, helping GROW increase its user base significantly

In terms of increasing the number of users, by 2022 GROW should reach 300,000 users, with a growth rate of at least 10% per year

4, Helping individuals identify their strengths and weaknesses

GROW aims to serve more than 40% of university graduates in Japan annually

C Key issues to tackle

- Cross-evaluation may not yield good enough results because there are many people with different backgrounds who will make different comments based on their mindset;

- With AI technology, people are increasingly lacking in interaction with each other In addition, there are some candidates who will give false information (capacity is better than reality) which will make many people overestimate the actual capacity;

- The initial screening process that GROW applies to applicants may introduce errors in the results

D Evaluating options

1 Criterions

a Increase the ability to screen candidates, make evaluation more accurate by creating and developing probabilistic machine learning (AI) systems

b Create user comfort and honesty

c Expand the number of users and reviewers

2 Options

IGS offers GROW as a software-as-a-service (SAAS) tool to interested companies IGS has established a Competency - Query - Rubric model to ensure that evaluators complete the assessment Each capacity through six, seven queries Then, IGS uses principal component analysis to reduce the number of queries to 3 best matches Each query, response is

passed through a 4-level ranking consisting of (1) rarely, (2) sometimes, (3) often or (4) almost always

IGS has built a model of linkage between industries and is a bridge between candidates and employers With the usual recruitment process, resume screening company, face-to-face interviews that take a lot of time, GROW has contributed to solving that problem IGS has helped students learn about the company and provided software tools for students to apply for jobs, on the other hand, IGS connects businesses with recruitment needs to introduce students to candidates

3 Evaluating options

Applying AI and combining it with Big Data contributes to increased accuracy, probability and relevance of results The company needs to continue its efforts to improve AI to improve efficiency Because the development of AI in the world is non-stop

It is perfectly reasonable to build a mechanism to evaluate 1 capacity - 3 queries - 4 evaluations Reviews will be of moderate length and duration to reduce user discomfort To increase honesty, IGS has exploited reviews from classmates, colleagues and AI algorithms to give the most objective results

Expanding the customer base and facilitating increased revenue, reputation and market competitiveness by using AI to screen human intelligence is the most suitable option Utilizing the key resource of students, the IGS strategy has been extremely successful However, IGS must improve GROW in accordance with and have the right strategy with the changing needs of the era of industrialization - modernization and competition in the market

E Recommendations

1 Details

Based on the above analysis, our team proposes 3E method, including establishment, expansion, and evaluation, which enables the improvement of the GROW tool and the development of the IGS

a Establishment:

Integrate the GROW app on smartphone platforms (IOS, Android, etc.) Do the tests as a link or a web page to make it more convenient for consumers

Initiate a standard data processing process, and accurately assess the user's ability and personality Establish a close relationship between candidates, IGS, and recruitment agencies

b Expansion:

User Utilization The target user is students and other subjects with recruitment needs It

is necessary to ensure accurate information and reduce user discomfort with GROW Partner Act as a bridge between candidates and recruitment agencies by developing GROW as a software as a service (SAAS) Attract consumers to facilitate attracting investment from other companies

Technology Two proprietary components:

Competency Assessment: GROW uses a peer-reviewed tool to reveal more specific competencies than the 25 IGS selected based on extensive social science research

Personality Assessment: GROW uses a highly regarded version of the Implicit Association Test (IAT), an established assessment of potential bias in social psychology

c Evaluation:

Improve Human Resources evaluation/recruitment effectiveness tactics; Build a list of competencies and related queries according to the following mechanism: 1 Competency - 3 Queries - 4 Rubrics to increase the chance of the evaluator completing the assessment;

Use “Big Data” — discriminating data points between multiple people — to develop a scientific, objective, and constantly improving tool for recruiting, screening, and developing human resources At the same time, it is necessary to pay more attention to data security issues

2 How do the recommendations solve the issues?

The main goal of IGS is to improve technology to increase competitiveness in the AI market, expand partners, and increase revenue As a result, this company should create a way for both sides to exchange honest feedback without either side getting confused and help individuals assess their strengths and weaknesses Besides, it can also create a tool for Human Resources department to identify standout employees in their company; assess the people who have received job offers to join them, and determine which subset of the 25 competencies is strategically important but frequently underestimated in staff test results

3 Market analysis:

a Five forces:

The threat of new entrants is low

Developing artificial intelligence to screen human intelligence market already includes dominant players like IGS, KC (Kimberly Clark), P&G (Procter and Gambler), etc Therefore,

new entrants to the market will not affect existing businesses The competition among competitors is currently at a high level which is creating many obstacles for new entrants to find

a foothold in the market

The bargaining power of buyers is considered to be moderate to high

The existence of businesses that use AI to screen human intelligence has set the stage for suppliers to provide similar products to consumers The low cost of switching buyers makes the buyer's bargaining power high GROW customers are price sensitive and expect to get results at lower prices The strengthening of advertising, communication, and strong branding makes the bargaining power of buyers moderate

The bargaining power of suppliers is low

IGS is a type of associate enterprise that does not produce specific products but only provides tools and bridges to evaluate, support recruitment, and develop human resources Taking advantage of that strength, the bargaining power of suppliers with IGS when deploying GROW is not affected

The threat of substitutes is very high

The key reason for the high risk of substitution is the minimal differentiation between products and the easy availability of the alternative of Grow using AI to screen human intelligence

Competitive rivalry is intense

Market participants invest most of their money in construction, promotion, and communication In addition, the products are the same, the costs do not change, and businesses use different strategies to gain market share

b 5C analysis:

Customer

IGS should focus on niche segments for high profit, meanwhile, marketers decide how to increase customer cart share rates with AI products as well as the market size of the segment targeted by AI for steady growth and expansion into adjacent segments

Company

Using AI to screen human intelligence explains that the company has a strong culture of product and process innovation Therefore, AI strives to attract some of the best talents in its field with the help of a powerful marketing department to design effective and successful marketing campaigns Moreover, IGS is a leader in various product segments, AI devotes a large

number of resources to research and innovation in the field - product design, process optimization, marketing strategy, and IT network building to support all promotion and distribution strategies

Competitors

Users haven’t gotten used to some features of GROW and still relied on traditional methods to recruit, then a simpler service than GROW might help them a lot This facilitates a rise in competitors’ users and a decrease in GROW’s users Therefore, IGS needs to constantly update GROW to be a better version to keep retaining its clients

Collaborators

When it comes to position and bargaining power in the value chain, if collaborators have strong bargaining power, AI will not be able to maintain higher profit margins even with higher marketing costs Besides, it is too costly to manage if there are too many suppliers and it can put

a company at risk of supply chain disruption if too few suppliers (bd vé slide: number of suppliers and capacity of suppliers)

Context

There are three factors that might happen to AI depending on the context Firstly, inflation affects Al's pricing strategy because high inflation can lead to lower income from existing sales Secondly, the political-geopolitical risks to AI have increased over the past three

to four years with events such as the US-China trade situation, Brexit, and the rise of the yellow vest in France Thirdly, marketing managers at AI have to understand customer behavior as it differs during outbreaks and recessions

c SWOT

Strength

This startup has the ability to recruit top talent that helps identify the brightest Then, they perform centralized analysis for marketing optimization, demand forecasting, customer relationship management, inventory management, value chain information sharing, and more Also, IGS diversifies revenue streams, efficient research and development (R&D), and innovation-driven organizations

Weak

The cost of borrowing money in the capital market is at a higher rate, which means it needs to restructure interest payments and expenses to be able to compete better and improve profitability It is obvious that IGS has taken concrete steps toward diversity, equity, and inclusion, but efforts so far have yielded limited success Therefore, it needs to expand the

recruitment and selection process to hire more people from minority and disadvantaged groups

On the other hand, this company lacks clear differentiation of AI products

Opportunity

IGS knows how to leverage digital technology like artificial intelligence and machine learning to automate manufacturing processes and customer analytics to better understand consumer behavior, real-time digital dashboards for Sales tracking, logistics and shipping, better product tracking, and more It also reconfigures the business model by offering remote working and opportunities to recruit new talent IGS creates value in the data economy and builds a more inclusive data ecosystem Moreover, it automates production to increase production productivity

to facilitate the development of new processes and practices such as product tracking, new product testing, and more

Threat

Working with AI is an extremely potential market that attracts many businesses, so it is always possible to form new competition This requires evaluators and users to meet the technology, and data must be accurate and standardized As environmental challenges change over time, IGS needs to change its business model in a timely manner Besides, the colonial pipeline illustrates how vulnerable modern organizations are to international hackers, villains, and disruptors Consequently, cybersecurity disruptions, data leaks, etc could seriously jeopardize the future growth of the organization

d Business model canvas

Key Partners (@ Key Activities Value Propositions s = Customer Relationships @ | Customer Segments a ee ~ Development of Big Data and Al ca ~ Support and Personal assistance

Mobile & Website solutions Providing accurate Community through user-group Students & Candidates or platforms Data acquisition (candidates, human | assessments of - Co-cteation: invite users to write people who want to

qualities.) reviews

- Greatinga tool to summarize review | Candidates for know their strengths and

Recruitment companies | 4a recruitment companies weaknesses

- Platform expansion

- Developing GROW as a SAAS

Colleges & Academies | „„„„ụ„ Assist students in Recruitment Companies

- Improving technology continuously | understanding their

Suppliers weaknesses and Organizations which

ay nowee ls | strengths ne ® | need to know more

: “1advvi ~ Mobile platf 10S, Android 7

Device Manufacturers | Thnelesy = People ¬ ~ Website on wba es | about their

ch Helping the HR in hiring | - oun sates force members/candidates Advertising Agency candidates based on - Social Media

required personality traits | - Partnetship with Advertising Agency or

- larger user and competencies - Partnetship with recruitment

companies and colleges/academies

Cost Structure ® | Revenue Streams $ Hosting Sales Alternatives:

Hardware Licensing - Subscription

Data - Usage fee

Marketing & Advertising - Per installation

Research & Development - one-time purchase

Administration & Executive

10