emarketer webinar: artificial intelligence—the future is already here
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Artificial Intelligence for Marketers:The Future is Already Here
Victoria PetrockPrincipal Analyst, Industries
October 27, 2016
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What Exactly is AI?
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Hollywood has done some dramatic portrayals
Image credits: Cryteria/Wikimedia Commons, Stephen Bowler/Wikimedia Commons, Helloclaire/Wikia.com
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HAL 9000 Terminator Robots Samaritan
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AI means different things to different people
The most common definition involves the simulation of human intelligence and decision-making
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There is a lot of confusing terminology!
Some terms represent specific technologies, others are used interchangeably
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AI comprises several core technologies, but is often known by different names
Machine learning Neural networks Deep learning Expert systems
Computer vision Machine translation Natural language processing Natural language generation Chatbots Virtual digital assistants Computational linguistics Recommender systems Predictive analytics
Cognitive computing Augmented intelligence Man-machine learning Algorithmic assistance Cognitive augmentation Intelligence amplification
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Core Technologies
Major Applications
Other Names
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AI has had a long and difficult history
Artificial intelligence as a name was reserved for mysterious stuff that was beyond the state of the art.
Mark Torrance, Chief Technology Officer, Rocket Fuel
A lot of early researchers overpromised on AI, giving it a bad rap
As new technologies based on AI became mainstream, they were renamed other things
Computing power has recently advanced to support more of AIs full potential
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Some AI isnt always called AI
We prefer to think of machine learning as algorithmic assistance.
Mike Paquette, Head of Security Strategy, Elastic
We call it machine learning, because I think [artificial intelligence] sometimes can spooksome folks.
Mahesh Tyagarajan, Chief Product Officer, RichRelevance
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And many businesspeople are using AI without even knowing it
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Source: Narrative Science, 2016
37%Businesspeople who say they are using AI technologies in the workplace
88%Businesspeople who are actually using technologies that rely on AI
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There is more awareness of newer technologies, though many are AI-based
#eMwebinarImage Credit: Narrative Science
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So what are we really talking about?
Neural Networks: Machine learning algorithms trained with specific sets of data points, which they use to guess at an answer to a query. The networks guess is then compared with the correct answer for each data point. If errors occur, the neurons are tweaked and the process repeats itself until the error levels decrease.
Deep Learning: A branch of machine learning concerned with building and training neural networks with multiple layers. Each layer of a network can find patterns in the output of the layer above it. Deep networks excel at sorting and classifying data and identifying anomalies in data patterns.
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Machine Learning: The branch of AI computing that involves training algorithms to perform tasks by learning from previous data and examples rather than explicit commands programmed by humans.
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AI is already a part of everyday life
Self-Driving Cars Fraud Detection Digital Assistants
Image credits: Michael Shick/Wikimedia Commons, Pixabay, Tej3478/Wikimedia Commons
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Global estimates for the AI market are disparate, reflecting the markets relative immaturity
$5B by 2020Source: MarketsandMarkets, February 2016
$15B by 2021Source: BCC Research, March 2016
$37B by 2025Source: Tractica, August 2016
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Why now? Several factors are driving adoption
Image credits: Pixabay
Successful use cases
Collaborative academic
community
The internet of things (IoT) and data overload
More powerful, yet smaller and less expensive
computing power
Tech giants with deep pockets
Innovative startups
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Tech giants are among the biggest AI investors
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Since 2011, nearly $2.4 billion has been invested globally in AI startups, over 397 deals
Source: CB Insights, June 2016
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Chart1
29267
415131
757196
2177307
2388397
1685255
Amount invested (millions)
Number of deals
307
Sheet1
Column1Amount invested (millions)Number of deals
2011$29267
2012$415131
2013$757196
2014$2,177307
2015$2,388397
2016 (H1 only)$1,685255
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Businesses across industries are taking different routes to developing their AI capabilities
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Leveraging AI for Marketing and Advertising
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The many faces of AI for marketing
Image Credits: Pixabay, The Weather Company
MarketingIntelligence
Lead Generation
Call-Center Technology
Bots and Virtual Assistants
Smarter Search
Interfaces
RecommenderSystems ContentCreation
BrandBuilding
AI-Driven Advertising
Campaign Optimization
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Marketing Intelligence
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Marketing intelligence is a top use for AI
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Turner Broadcasting uses IBM Watson technology to uncover insights for advertisers
Watson ingests first- and third-party, structured and unstructured data
Makes automated recommendations to help optimize TV campaigns
Combined with predictive analytics from Neustars MarketShare product
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BBC uses Thoughtlys Ellipse to identify themes in its worldwide content
Analyzes unstructured program descriptions and viewing data
Identifies overrepresented and underrepresented themes in programming
Helps match programs with most appropriate audiences
Image Credits: BBC Worldwide, Thoughtly
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Lead Generation and Customer Acquisition
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Some AI companies specialize in lead and demand generation
Conversica uses AI to contact, qualify and nurture sales leads
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Mariana uses AI-based social targeting to identify and convert sales prospects
Image credit: Mariana Image credit: Conversica
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The Weather Company is rolling out interactive cognitive ads
First advertising application for IBM Watson
Will enable consumers to have voice- or text-based conversations with brands
The Campbell Soup Co., GSK Consumer Healthcare and Unilever will be among the first to try them out
Image Credits: IBM, The Weather Company
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Marketing Optimization
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AI is particularly adept at optimizing and measuring marketing campaigns
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Rocket Fuel uses moment scoring to buy and optimize programmatic advertising Platform learns from
customer interaction to optimize media spend
Assigns scores to each moment based on the goal
Moments are determined by demographics, behaviors and/or contexts
Image Credits: Rocket Fuel
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Harley-Davidson NYC is using Adgorithms Albert to build lookalike models
Currently, we attribute 40% of Harley-Davidson New York motorcycle sales to Albert. Albert not only determines when and where we should display content, but also provides feedback on how that content is performing.
Asaf Jacobi, President, Harley-Davidson of New York City
Image Credits: Harley Davidson of NYC, Adgorithms
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Smarter Search Interfaces
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Google uses RankBrain to help with every search
Machine learning assists with vague and ambiguous queries
AI is the third-highest signal (out of more than 200) contributing to a search query result
Will affect how content is created going forward
Source: Google; Image Credit: Pixabay
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LHW works with WayBlazer to improve the hotel research and booking process First Watson application
in travel industry
Can highlight unique features of hotels for specific customers
Trip Discovery tool enables searches by concepts (beaches, family, etc.) and pulls up personalized images
Image Credit: WayBlazer
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Recommender Systems
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Recommender systems are getting better
Pandora uses content-based filtering based on user preferences to suggest songs similar to ones liked
Amazon uses collaborative filtering to customize users searching and browsing experiences based on what similar others have liked
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Stitch Fix has used recommendation algorithms since 2012
Augments human stylists with machine learning
Uses hundreds of algorithms to match clothing and accessories to tastes and budgets
AI most salient aspect of company
Image Credit: Stitch Fix
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Bots and Virtual Assistants
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Swedbank uses Nina to communicate with customers and free up reps to sell
Uses natural language processing technology from Nuance Communications
Answers routine questions from customers and frees up service reps to do more selling
Handles almost 40,000 conversations a month
Image Credit: Swedbank
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1-800-Flowers and HealthTap use Facebooks Messenger bot
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Finds answers to previously posted questions or connects users with doctors
Takes orders or connectscustomers with human reps
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And of course there are physical robots!
Image credits: (c) 2016 Hilton Worldwide, SoftBank
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Hiltons Connie robot concierge answers guests questions about local attractions and services
SoftBanks Pepper robot can read human emotions and change its behavior accordingly
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Content Creation
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About 5% of US businesses using AI are doing automated reporting or communications
Data Source: Narrative Science, May 2015
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Wordsmith generates more than 1.5 billion pieces of content per year for 42 industries
[We] generated more content than any company in the world last year everything from AdWords reporting to ecommerce product descriptions, real estate listings and everything in between.
Robbie Allen, Founder and CEO, Automated Insights
Image Credits: Automated Insights, Yahoo
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Brand Building
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Kia worked with Influential and Watson to amplify its campaign for Super Bowl 50
Image Credit: Kia Motors America
Analyzed Facebook, Twitter and Instagram posts to pick top 100 social media influencers based on personality traits
Sent colorful socks to influencers and asked them to post with hashtag #AddPizzazz
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TD Ameritrade worked with Havas Cognitive and IBM Watson on Most Confident Fans Campaign
It allowed us to test AI with minimal risk and delivered learnings that are being applied to benefit other areas of the business.
Dedra DeLilli, Director, Social Media and Corporate Sponsorships, TD Ameritrade
Image Credit: TD Ameritrade
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AI for marketing continues to evolve
Image Credit: Fonytas/Wikimedia Commons
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Experimentation and patience are key to success
The most important thing is to allow freedom to experiment, because nobody within organizations really understands very well how an AI should work or what to expect. And theres no clear format that will fit all the different situations.
Alberto Rey Villaverde, Head of Data Science, easyJet
Be patient and understand that AI takes time to learn the marketplace. AI is an opportunity for growth, and if you have at least the content or something right, data will get you there.
Asaf Jacobi, President, Harley-Davidson of New York City
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And experts have other advice, too
Have a plan: Define an end goal for what you want to accomplish or a business problem you want to solve.
Be flexible and open to discovering new things along the way; be as nimble and agile as possible.
Dont jump into anything too overwhelming all at once.
Do small pilots to test the solution with limited risk.
Test and learn in stages; work the kinks out before launching at full scale.
Be honest about success and failure, and learn from both.
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Where Does This Leave Marketers?
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A sizable number of workers are suspicious about AI and worry about losing their jobs because of the technology
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Their fears are not without merit
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Image Credit: Pixabay
Forrester Research predicts robots and other AI technologies will replace 16% of the US jobs currently done by humans by 2025
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But it may not be as dire as they think
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Image Credit: Pixabay
The same study found that AI-related technologies would create 8.9 million new US jobs in the same timeframe
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AI has potential to benefit human workers in important ways
[AI lets] the machine do things it can do very well, but then allows the human to bridge that gap. Its the human understanding what the machine is trying to do and then saying Im going to help nudge you so you can do a better job.
Mahesh Tyagarajan, Chief Product Officer, RichRelevance
Were liberating the marketers back to the place where they can drive the marketing with creativity, with ideas, and not just by changing bids and Google AdWords or scheduling email campaigns. These are not jobs for humans. Theres too much work to be done.
Or Shani, Founder and CEO, Adgorithms
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Key takeaways
After years of false starts, conditions are finally right for mainstream AI adoption. Forecasts vary widely, but all agree that the market is growing.
AIs use in marketing is still in early stages, but nearly all industries are experimenting.
Marketing intelligence, campaign optimization, content creation, customer experience and brand building are just a few applications of AI in marketing.
The jury is still out on the long-term effects AI will have on marketing jobs, but many experts believe it will free up humans to do more high-value work.
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Victoria Petrock
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Slide Number 1Slide Number 2Hollywood has done some dramatic portrayalsAI means different things to different peopleThere is a lot of confusing terminology!Some terms represent specific technologies, others are used interchangeablyAI comprises several core technologies, but is often known by different namesAI has had a long and difficult historySome AI isnt always called AIAnd many businesspeople are using AI without even knowing itThere is more awareness of newer technologies, though many are AI-basedSo what are we really talking about?AI is already a part of everyday lifeGlobal estimates for the AI market are disparate, reflecting the markets relative immaturityWhy now? Several factors are driving adoptionTech giants are among the biggest AI investorsSince 2011, nearly $2.4 billion has been invested globally in AI startups, over 397 dealsBusinesses across industries are taking different routes to developing their AI capabilitiesSlide Number 18The many faces of AI for marketingSlide Number 20Marketing intelligence is a top use for AITurner Broadcasting uses IBM Watson technology to uncover insights for advertisersBBC uses Thoughtlys Ellipse to identify themes in its worldwide contentSlide Number 24Some AI companies specialize in lead and demand generationThe Weather Company is rolling out interactive cognitive adsSlide Number 27AI is particularly adept at optimizing and measuring marketing campaignsRocket Fuel uses moment scoring to buy and optimize programmatic advertisingSlide Number 30Slide Number 31Google uses RankBrain to help with every searchLHW works with WayBlazer to improve the hotel research and booking processSlide Number 34Recommender systems are getting betterStitch Fix has used recommendation algorithms since 2012Slide Number 37Swedbank uses Nina to communicate with customers and free up reps to sell1-800-Flowers and HealthTap use Facebooks Messenger botAnd of course there are physical robots!Slide Number 41About 5% of US businesses using AI are doing automated reporting or communicationsWordsmith generates more than 1.5 billion pieces of content per year for 42 industriesSlide Number 44Kia worked with Influential and Watson to amplify its campaign for Super Bowl 50TD Ameritrade worked with Havas Cognitive and IBM Watson on Most Confident Fans CampaignAI for marketing continues to evolveExperimentation and patience are key to successAnd experts have other advice, tooSlide Number 50A sizable number of workers are suspicious about AI and worry about losing their jobs because of the technologyTheir fears are not without meritBut it may not be as dire as they thinkAI has potential to benefit human workers in important waysKey takeawaysSlide Number 56Slide Number 57Slide Number 58Slide Number 59Slide Number 60Slide Number 61