How AI Will Transform Marketing In The Next Five YearsRob Gregory

What do we want?

AI

When do we want it?

Now!

Coming upHistory of Artificial Intelligence

What is AI (and what it isn't)

The current state of AI in marketing

Privacy and Ethics

Predictions for the future

Your business and AI

AI: A Human Obsession…

Humanoids – Automata - AIGreek mythology | Robots and artificial beings such as Talos, Galatea and Pandora

384 BC | Aristotle described the syllogism, a method of formal, mechanical thought

1206 | Al-Jazari created a programmable orchestra of mechanical human beings

1495 | Leonardo da Vinci sketch – if built could move its arms, twist its head, and sit up

1642 | Blaise Pascal invented the mechanical calculator

1738 | Jacques de Vaucanson - mechanical figures including a gold-plated duck

1818 | Frankenstein by Mary Shelley - ethical questions around creating sentient beings

1863 | Samuel Butler suggested that Darwinian evolution also applies to machines

1941 | Konrad Zuse built the first working program-controlled computers

1950 | Alan Turing proposes the Turing Test as a measure of machine intelligence

1950 | First working AI programs written (chess and draughts)

1956 | Dartmouth College, New Hampshire holds first ever Summer AI Conference

1961 | First industrial robot worked on GM production line

1966 | Negative report on machine translation kills work on NLP for many years

70’s + 80’s | Academic and scientific work around NLP, neural networks, data modelling

1986 | First robot cars, driving up to 55mph on empty streets

1997 | IBM “The Deep Blue” defeats the then world chess champion, Garry Kasparov

2001 | NASA's Spirit and Opportunity autonomously navigate the surface of Mars

2006 | The Dartmouth Artificial Intelligence Conference: The Next 50 Years

2011 | Siri, Google Now (just part of Search today) and Cortana NLP to answer queries

2015

Google DeepMind's AlphaGo defeated 3-time European Go champion by 5 games to 0

2015

Stephen Hawking, Elon Musk, Steve Wozniak + 3,000 researchers in AI and robotics sign

open letter to ban development and use of autonomous weapons

2018

Alibaba language processing AI outscores humans at a Stanford University reading and

comprehension test

2018

Google Duplex books appointments over the phone (with a human)

What is Artificial IntelligenceWhat is Machine Learning

AI vs ML

Artificial Intelligence

A broad term describing the concept of machines being able to carry out tasks in ways

that we as humans consider to be smart or intelligent.

Machine Learning

A current application of Artificial Intelligence that centers on providing machines with

enough instructions, data and processing power for them to learn for themselves.

Machine Learning

Arthur Lee Samuel - 1959

• Teaching machines everything about the world would be very difficult

• Teaching them to learn themselves was a better approach

Internet and Web

• Connectivity

• Vast amounts of data

• Processing power

Define Problem

Collect Data

Prepare Data

Train Model

Evaluate

Deploy &

Improve

How ML works

AutocompleteDefine a problemComplete a word for a user based on their keyboard input.

Collect dataRecord keystrokes from hundreds of thousands or even millions users.

Prepare dataSegment into languages, remove spaces, standardise cases etc.

Train the modelTeach the model what inputs result in which correct word using spelling, proximity to other words, context etc.

EvaluateConfirm outcome of training yields an agreeable success rate.

Deploy and improveContinue to train the model using more data to refine the outputs.

2019: AI in Marketing

What marketers want

To offer better customer experiences

Design personalised approaches

Provide most relevant and timely content

Understand needs in near real-time

Provide micro-moments that delight

Curate meaningful engagements

Productivity

Efficiency

Profitability

What customers want

Better customer experiences

Personalised offers, content and experiences

Content that engages and entertains

Their needs easily met

Enjoyable interactions

Meaningful engagements

AI you probably use daily• Search

• Predictive searches / search algorithms

• Voice search

• Email

• Filters

• Smart replies / autocomplete

• Ecommerce

• Product recommendations

• Personalisation

• Social media feeds

• Smart assistants

• Voice control

• Sensor integration

• Entertainment

• Music / TV recommendations

• Upscaling (8K)

• Security

• Fingerprint

• Facial recognition

How your marketing fits in• Search

• Search Engine Optimisation

• Can we show up for voice searches

• Email

• Provider choice

• Email marketing tools

• Ecommerce

• Platform selection

• 3rd party AI integrations

• Social Media

• Smart assistants

• Apps and skills

• Custom sensors and integrations

• Entertainment

• Advertising (personalisation)

• Content creation

• Security

• How can our transactions use the latest

security features

AI: Coming next

AI for Robotic Process Automation• Data entry

• Workflows

• Data translation

• Data transportation (routing)

• Reporting and analysis

• Integrations

Chatbots become CaaS• Chatbots mature

• Move from procedural to more conversational bots

• Decision trees and NLP – Machine learning

• Integrations with other AI and workflows

• Conversation as a Service

• Coordinate dialogue between a machine and a human

• Coordinate microservices for processing events, tasks or processes

• Suggest handover for human-to-human interaction

Voice search• 50% of all searches will be voice searches by 2020 (comScore)

• About 30% of all searches will be done without a screen by 2020 (Gartner)

• VoiceCommerce predicted to reach $40 billion by 2022 (OC&C Strategy Consultants)

• Voice searches on mobile 3 x more likely to be location specific (SearchEngineWatch)

• Voice search and AI/ML

• Natural Language Processing

• Voice Synthesis

• Accents, dialects, regional colloquialisms?

Content generation / curation• Auto-generate and suggest content

• Write reports and news based on data

• Highlight content opportunities

• Spot gaps in content

• Auto-generate marketing emails

• Personalised content / language

• Interests

• Interactions

Predictive analytics• Use data to predict outcomes

• Predictive modelling for customer segmentation

• Lead scoring – use data to rate a sales lead

• Campaign nurturing

• Upselling and cross-selling

• Personalised product recommendation

User Experience• Page layouts

• Messaging and language

• User journeys

• CTA’s

• Fulfilment messages

• A/B testing at the per customer level

• Personalised landing pages

• Auto-generated for email marketing campaign

• PPC landing pages

Live AI Demo

Privacy, Ethics and The End of the World

1818 | Frankenstein by Mary Shelley - ethical questions around creating sentient beings

1950’s to present day | Massive technical advancement and commercialisation of AI

April 2018 | Microsoft introduces guidelines for developing responsible conversational AI

January 2019 | Facebook backs an independent AI ethics research center

28 March 2019 | Google announce AI ethics board

04 April 2019 | Google cancel AI ethics board

08 April 2019 | EU releases guidelines for ethical AI

….. What comes next?

AI Predictions

Artificial intelligence will become a positive net job motivator,

creating 2.3 million jobs while only eliminating 1.8 million jobs

by the year 2020.Gartner - June 2018

Impact on jobs

AI will intelligently orchestrate the full customer journey

powering the full lifecycle, from customer acquisition to

engagement to retention.Forbes – Jan 2019

Customer journey

Artificial intelligence-driven creation of ‘counterfeit reality,’ or

fake content, will outpace AI's ability to detect it, fomenting

digital distrust by the year 2020. Gartner - June 2018

The potential down-side

40 percent of customer-facing employees and government

workers will consult artificial intelligence virtual support

agents on a daily basis by the year 2022.Gartner – June 2018

Supporting human workloads

By 2024 Artificial Intelligence will no longer be a buzzword.

Machine learning will be baked into all marketing tools and

services. Customers will expect personalisation, precision and

speed as standard. Rob Gregory – April 2019

AI in 5 years time

A large-scale privacy breach powered by Artificial Intelligence

will impact consumers. Nation states will look to impose

regulations on AI and its providers. Large tech companies

begin signing-up to an AI treaty.Rob Gregory – April 2019

Mistakes and ethics

Adopting AI into your business

Data is key• Make sure you collect data

• GDPR / PECR

• What data do you already have that can be used

• Programmatic advertising

• Business data for training custom ML models

• 3rd party datasets

• Public data sets (Google, Microsoft, Amazon)

• Public models

• Public AI / ML API’s

What to consider

• Does AI make your customer offer better?

• Does AI make your business more efficient?

• Dose AI make your business more profitable?

• Can you achieve ROI?

• Can we use a product or service

• Is there value in creating a custom AI solution

• What could the negatives be?

Mind the gapMicrosoft Tay 2016: twitter bot

Bot began releasing racist and sexually-charged

messages in response to other Twitter users.

Facebook AI Research Lab 2017

Chatbots created their own language, which the

human researchers were not able to understand.

Not surprisingly, the experiment was shut down.

You might not even need AI

• Don’t believe the hype unless it can be proven

• Emperor's new clothes are on spring sale at the moment!!

• Other options:

• Better reporting / analytics

• Improved integrations

• Training on current tools and services

In summary

Key takeaways

• AI isn’t all that new - the Ancient Greeks predicted its rise!

• Machine Learning is the current practical application of Artificial Intelligence

• Don’t be scared or apprehensive, embrace the benefits

• You're already using AI and ML anyway

• Your customers are already using AI and ML anyway

• Tell your children to work hard in maths class and become data scientists

Remember• AI/ML needs data – make sure you collect as much as you can

• You are still smarter than a machine (for now)

• AI will not solve your business problems, although it may shine a light on them

• The mere presence of AI does not ensure success

• Like any tool you must use AI correctly and for the right reasons

Never implicitly trust a machine….