710244Uberspectrum (Uberlytics)ClosedGRD Proof of ConceptInnovate UKRecent advancement and popularity of the social web has created a means for information exchange where people can meet to debate over experiences about products, services and brands. Research has identified that there is a strong correlation between online opinions and sales volumes, and a survey conducted by the Opinion Research Corporation showed that almost 66% of consumers rely on product reviews when making online purchasing decisions. Thus, it is of vital importance for organisations to understand word-of-mouth effects in social networks which would enable them to limit the spread of misinformation at an early stage, increase customer awareness and trust in their products and services and run influential marketing campaigns to find new customers. However the process of acquiring this knowledge is becoming increasingly complex for nontechnical users and organisations who need to analyse large numbers of real-world data. The major limitation of existing real-time social media intelligence tools is the level of technical expertise that is presumed for their operation to perform complex analysis. The proposed Uberlytics project seeks to design and develop an adaptive AI-based tool enabling non-technical users to easily integrate and analyse live vague and complex real-world data, allowing them to perform detailed automatic what-if scenario modelling to investigate potential outcomes and aiming to provide organisations effective decision support on how to maximise Return on Investment (ROI).