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AI & THE CUSTOMER JOURNEYVIRTUAL SUMMITDECEMBER 3, 2020

WELCOME

WELCOME TO THE ANA UNLOCKED SUMMIT 2020: AI & THE CUSTOMER JOURNEY

We invite you to be inspired as we take an artificial intelligence journey towards UNLOCKING your customer’s brand affinity.

A little bit about Our Story.

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the ANA tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing. ANA Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Futures provides resources that influence and inform via cases, research studies, and insight from industry innovators. We exist as a Collective where members can learn about emerging trends and become inspired to take steps toward the growth of your business.

As an extension of the Futures program the inaugural ANA Futures UNLOCKED Summit is intended as a crossroads for marketers, entrepreneurs, innovators, and academia to discuss and debate the future of marketing, and business in general.

In partnership with I.A. Labs and R3 Worldwide, the UNLOCKED Summit looks to demystify emerging AI trends, share different perspectives on critical economic issues, and help marketers and business owners focus on what matters most: growing their brands.

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Today you will experience how AI is reshaping the customer journey and learn how you can drive brand growth with cutting-edge technologies. In addition to driving efficiencies that save businesses millions, AI is helping brands understand customers better than ever before and deliver hyper-relevant content and offers that drives sales, and ultimately business growth. Our goal is to leave attendees both inspired by new ways of thinking and equipped with practical steps you can implement within your brands.

It is our hope that this Summit will promote knowledge, spark discussion, and introduce marketers to a diverse range of options as you explore the AI space in the areas of:

• Facial Recognition• Emotional AI• Predictive Personalization• AI-Enabled Analytics

Thanks for being part of our Journey!

KATHLEEN HUNTEREVP and Head of the ANA Futures Practice

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PROGRAM JOURNEY This ANA Futures UNLOCKED virtual event has been designed to promote knowledge, spark discussion, and introduce marketers to a diverse range of options as they explore the AI.

MINDFULMOMENTMEDITATION

FACIAL RECOGNITION HUDDLE

11:00AM (EST)LOUNGE OPEN

KEYNOTETWAIN LIU

PREDICTIVE PERSONALIZATION HUDDLE 2:00PM1:35

KEYNOTE JOSEPH RIGGIO

1:00MUSIC MOMENT

DJ D-NICE

1:10AI-ENABLEDANALYTICSHUDDLE

LOUNGE OPEN

12:00PMEMOTIONAL AI HUDDLE

Twain is an AI heARTIST & scientist who believes: (1) “We’re made of sunlight, moonlight and stardust” and (2) “Humans are infinitely ingenious.”

Her background includes CEO-Chairman’s Office, UBS investment bank, where her team invested in the institutional platforms. She was board observer on 20 investments and delivered her e-Intelligence system across the bank.

Her current systems invention focuses on making data, AI, and economic models represent our languages, cultures, and values. When she isn’t making AI more naturally coherent, Twain can be found at art galleries, music festivals, hackathons, and on the Board of the House of Beautiful Business.

https://www.linkedin.com/in/twain/https://twitter.com/twainus

KEYNOTE

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TWAIN LIU

Did you know that women account for over 80% of high- ticket item purchases in their households like cars ($9 trillion market by 2030), electronics (over $1.5 trillion by 2026) and financial products ($2.7 trillion by 2022)?

Or that African Americans account for $1.4 trillion of consumer spending in the US whilst LatinX consumers spend $1.7 trillion?

And what about the $3.6 trillion global buying power of the LGBT communities?

Yet marketers and advertisers are not yet serving consumers accurately because of legacy data and algorithmic biases that’s failing to lens consumers coherently. In this session, Twain will provide three simple tips for how to design and workflow data and AI across your organization to de-bias the AI and boost marketing ROI.

DE-BIAS DATA & AITO BOOST ROI12:25 - 12:40PM (EST)

Dr. Joseph Riggio is a cognitive scientist with deep expertise in transformational communication, decision-making and non-ordinary cognition. He is the architect and designer of the MythoSelf® Process (formally the Mythogenic Self™ Process) and the Soma-Semantics® Model and an international figure in the professional NLP™ and hypnosis communities. Joseph is also a well known speaker and the writer on the topics of transformational change, leadership and elite performance, including authoring the books, “The State of Perfection,” “Experiencing The Hero’s Journey,” “Be Your Best” and “Towards A Theory Of Transpersonal Decision-Making In Human Systems.”

Joseph works as a transformational change artist, including his work with leaders and entire organizations in international business and professional circles. He also advises single individuals, small groups and teams of people. As a renowned change artist he develops elite performance strategies that align his clients toward moving forward with greater integrity, elegance and aplomb.

KEYNOTE

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JOSEPH RIGGIO

Dr. Joseph Riggio is an expert in cognitive and neuroscience, and an executive trainer and consultant for 30 years. In this session, he will break down “carrot” vs. “stick” motivation, and why “FOMO” (fear of missing out) might be every marketer’s favorite buzzword, but is a terrible way to base your long-term strategy.

Instead, Dr. Riggio recommends “Possibility-Based Marketing,” which leverages joyful emotions and consumer aspirations to influence purchase decisions. Finally, he shares why the “Hero’s Journey” – the narrative structure of myths dating back centuries—is the key to driving meaningful, lasting brand loyalty.

POSSIBILITY-BASEDMARKETING1:35 - 1:50PM (EST)

PRESENTING DISRUPTORS

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Recognizing the human face with AI technology

FACIAL RECOGNITION

Understanding non-verbal cues using AI technology

EMOTIONAL AI

Predicting behavior using AI technology

PREDICTIVE PERSONALIZATION

Mining insights from data using AI-driven software

AI-ENABLEDANALYTICS

HOSTS & FACILITATORS

HOSTKATHLEEN HUNTERKathleen is an Executive Vice President at the ANA, and leads all innovation, content, and research for the organization. She led the creation of ANA Futures and established the Marketing Knowledge Center.khunter@ana.net

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HOSTMICHAEL BERBERICHMichael is a Director of ANA Futures and executive producer and co-host of the Marketing Futures Podcast, a crossroads for brand marketers, agency experts, entrepreneurs, and academia to discuss and debate the future of marketing.mberberich@ana.net

ENTERTAINMENTDJ D-NICEDerrick “D-Nice” Jones is a talented musician and photographer who uses his dual passions to share his love for music, art, and creative culture.instagram.com/dnicelinktr.ee/brandnice

HUDDLE FACILITATORGREG PAULLGreg Paull is Co-founder and Principal at R3; a global independent consultancy focused on driving transformation for marketers and their agencies.greg@rthree.com

HUDDLE FACILITATORELIZABETH BROOKSElizabeth Brooks is a leader in digital and data-driven business transformation. As an angel investor and board director Brooks currently advises a range of technology companies from startups to unicorns.elizabethbrooks.net

MEDITATIONMELISSA FELSENSTEINMelissa is the founder of Inner Sounds Meditation and a professional sound practitioner with over ten years of experience. innersoundsmeditation.com

FACIAL RECOGNITIONRecognizing the human face with AI technology

WHAT IS IT?A facial recognition system works on a sizable and algorithmic scale. The system uses biometrics to scan and map facial features from a photograph or video. In other words, where one would normally see a face, the facial recognition technology sees data which can be stored and accessed when needed. In most cases, this technology and data is used to identify and authenticate.

WHY DOES IT MATTER?The facial recognition market is expected to grow to $7.7 billion in 2022. Its commercial applications include marketing, events, healthcare, security, and surveillance at places of business such as entrances and in retail stores.

As with any emerging technology, there are concerns for consumers regarding their privacy including: security, ownership, mistaken identity, basic freedoms, safety and prevalence. However, in terms of biometric technologies, facial biometrics continues to be the preferred biometric benchmark because it’s easy to deploy and implement with no need for physical interaction.

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DISRUPTOR

Fielddrive is an award-winning event technology company offering cut-ting-edge services for on-site attendee management, including: facial recognition check-in, live colour badge printing, attendee tracking, lead retrieval and more. The company first introduced the use of facial recogni-tion technology for secure and expedited check-in at events, and since 2017, its technology has successfully been implemented at hundreds of events worldwide.

https://www.fielddrive.euhttps://www.linkedin.com/company/fielddrivelivehttps://twitter.com/fielddrivelive

PASCAL LAGADECVP Sales & Business Developmentpascal@fielddrive.eu

“Personalized attendee experience drives brand engagement and trust. Similar to our success with it in the Events space, facial recognition technology will be the starting point of a rewarding visitor/customer journey across many marketing initiatives going forward.”  

Fielddrive helps event planners around the world to manage visitor flows: with the fastest check-in, highest security and live analytics.

EMOTIONAL AIUnderstanding non-verbal cues using AI technology

WHAT IS IT?Every day, people rely on facial expressions to wordlessly communicate how they think and feel to others. This kind of non-verbal communication is a natural part of our behaviour and capturing and analyzing people’s facial expressions through their webcams, enables marketers to measure people’s emotions while they watch video content – without ever needing to see their faces.

By using computer vision and machine learning techniques, computers can be taught to recognize people’s facial expressions and associate them with the correct emotion, the same way people do.

WHY DOES IT MATTER?With brands creating content at an exponential rate, there’s a risk in not knowing how your customers feel about the content they create. Emotional content can create powerful memories, drive impact and motivate action – whether that’s to buy, donate or share.

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DISRUPTOR

Realeyes uses front-facing cameras and computer vision technology to measure and predict the attention and emotion response of opt-in audienc-es as they experience digital content and live applications. Over 170 leading marketers and publishers rely on Realeyes to measure human response at the speed and scale of AI. The company operates globally with teams based in New York, Boston, London, Tokyo and Budapest. Customers and partners include global brands such as Mars Inc., AT&T, Hershey’s and Coca-Cola; agencies like Ipsos, MarketCast, NEC and Publicis; and media companies such as Warner Media and Teads.

https://www.realeyesit.comhttps://www.linkedin.com/company/realeyesithttps://twitter.com/realeyesit

MIHKEL JÄÄTMACo-Founder and CEOmihkel@realeyesit.com

“Decades of science have proven we can accurately measure attention and emotions from facial expressions. So we’ve built one of the biggest AI training sets in the world to enable human-level precision and judgment at scale. This unlocks unprecedented capabilities for advertisers to understand brand resonance and drive better consumer experience.”

MAX KALEHOFFVice President Marketing, Growthmax.kalehoff@realeyesit.com

“Creative is responsible for most of advertising’s impact on sales. Low quality creative creates an extraordinarily high cost to advertising effectiveness, while great creative can achieve compounding returns. Emotion and Attention AI enable precision, scale and economics to enable brands to manage all creative to the most profitable outcomes.”

Realeyes is a leader in computer vision and emotion AI that empowers companies to create remarkable customer experiences that drive growth.

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PREDICTIVEPERSONALIZATIONPredicting behavior using AI technology

WHAT IS IT?Predictive personalization has the ability to predict the actions of users based on their previous behaviors online. It applies information about the user’s past interactions to guide the presentation of content that has a better probability of eliciting desired behaviors from them. Thus, there is huge increase in the amount of user data that is being generated and gathered.

WHY DOES IT MATTER?This technology has helped marketers do more in less time. Predictive personalization gives marketers the opportunity to test and learn faster which reduces the cost and risk thus allowing them to experiment with more ideas and invest more effort into developing ideas that prove the most effective.

For companies to remain relevant, personalization is a requirement as it is a pre-requisite to matching competitors. The overall goal isn’t just recommending content or products and offers but rather creating customer experiences that build engagement, increase customer satisfaction and build retention.

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DISRUPTOR

After learning about your customer through conversation, Automat personalizes your ecommerce website for their specific needs. The site personalization shows individual customers the products that are right for them—complete with product badges, ratings and reviews—in real-time and forever. Unlike traditional personalization that is so subtle that you and your customers can’t see or feel it, Automat provides AI-powered experiences that consumers love and that drive growth.

https://www.automat.aihttps://www.linkedin.com/company/automat.aihttps://twitter.com/automat_inc

ANDY MAUROCo-Founder and CEO

“Until now, digital marketing has largely been about creepy surveillance, search and click data, broadcasting messages and repetitive product retargeting. Customers don’t want to be tracked and hammered over the head, they want to be heard. Why manipulate customers into buying something when simply asking and listening works better?”

GREGORY PALCo-Founder and CBO

“Customers expect personalized shopping experiences, but “personaliza-tion” hasn’t satisfied demand. New AI-powered experiences address the demands of this new ecommerce-first environment, but companies don’t have the time or budget for nifty AI features that don’t deliver bottom-line results. It’s time for a new approach and business model to personalization.”

Automat helps your business provide personalized shopping experiences that increase sales by asking questions, listening to customer needs, and recommending products and bundles.

AI-ENABLED ANALYTICSMining insights from data using AI-driven software

WHAT IS IT?AI-Enabled Analytics refers to software exhibits behaviors typically attributed to humans, such as learning and reasoning, in the process of data analysis. This means that AI automates the steps that humans would take to complete analysis in an exhaustive fashion. Unlike humans, AI can test every possible data combination to determine hierarchies of relationships between different data points— and it can do so much faster than a person could.

WHY DOES IT MATTER?AI is used in analytics in three ways: To find new insights from your analyt-ics, to predict outcomes and to unify analytics and customer data. AI excels at finding insights and patterns in large datasets that humans just can’t see. It also does this at scale and at speed. There are AI systems that exist to use analytics data to help you predict outcomes and successful courses of action. And finally, AI is also used to unify data across platforms. That includes using the speed and scale of AI to pull together all your customer data into a single, unified view.

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DISRUPTOR

Concured’s real-time content audit and strategy tool saves you manual time and resources, while giving you a bird’s eye view of all your content in one place. Concured uses the latest advances in AI to provide analytics and actionable insights that help large organisations understand who their audi-ence are, what content they will resonate with, and personalize the customer journey to maximize the value of content from start to finish.

http://concured.comhttps://www.linkedin.com/company/concured/https://twitter.com/concured

TOM SALVATCEO & Foundertom.salvat@concured.com

“We believe an important part of the future of marketing is less about interrupting potential customers during their day with traditional advertising.Instead, it’s about being a useful resource for customers that helps to solve their challenges by really understanding them and providing content that truly helps and delivers value.”

TOM WILSONCTO

“Semantic reasoning gives us the power to understand the context of what an article is really about, beyond the individual words it contains. Recent advances in Natural Language Processing, a sub-field of AI concerned with computer-based text understanding, allow us to semantically tag and classify each piece of content in real time. This has led Concured to be able to deliver an unprecedented level of content personalization.”

Concured is a content intelligence tool for marketing teams that helps easily find, score, and leverage arketing content across your organization and industry.

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OUR STORYKnowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the ANA tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

ANA Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Market-ing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

ABOUT THE ANAThe ANA (Association of National Advertisers)’s mission is to drive growth for marketing professionals, for brands and businesses, and for the industry. Growth is foundational for all participants in the ecosystem. The ANA seeks to align those interests by leveraging the 12-point ANA Growth Agenda, which has been endorsed and embraced by the ANA Board of Directors and the Global CMO Growth Council. The ANA’s membership consists of more than 1,600 domestic and international companies, including over 1,000 client-side marketers and nonprofit fundraisers and 600 marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). Collectively, ANA member companies represent 20,000 brands, engage 50,000 industry professionals, and invest more than $400 billion in marketing and advertising annually.

Learn more at marketingfutures.ana.net

ABOUT R3R3 is a leader in global, regional, and local consulting on improving the effectiveness and efficiency of marketers and their agencies. We work with twelve of the world’s top twenty marketers including Unilever, Samsung, Coca-Cola, Mastercard, Colgate, Procter & Gamble, BMW, Intel, and Shell.

Visit us at rthree.com

ABOUT I.A. LABSIntelligent Augmentation [I.A. labs] aims to reduce the time to develop and deploy solutions by accelerating the creation of semantic assets and max-imizing the outcome of intelligent interactions with subject matter experts. Our platform enables cognitive collaboration, rapid co-learning – in any community and any language – between multiple stakeholders and subject matter experts where technology is an equal participant.

Visit us at ia-labs.co

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