emerce eday - marketing to machines, not humans - nell watson
TRANSCRIPT
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Nell Watson@NellWatson
MARKETING TO MACHINES, RATHER THAN HUMANS
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DISRUPTS AESTHETICS INSULTS INTELLIGENCE DISTRACTS THOUGHT
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TRUST IS AT AN ALL-TIME LOW
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RELEVANT COMMERCE IS ALWAYS WELCOME
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RANDOM EXPOSURE:NO SPECIFIC INTENT
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HIGH-INTENT
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RETURN ON ATTENTION
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35,000 DECISIONS
PER DAY
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MORIOKASHOTEN
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WHOEVER IS CLOSEST TO THE CONSUMER
CONTROLS THE CONVERSATION
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‘Anticipatory Design’
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MARIEKONDO
“DOES ITSPARK JOY?”
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Bot CuratorsCOMPLEX AND UNUSUAL
SITUATIONS NEED A HUMAN
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Human in the loop
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Machine Payable Web
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APPEAL TO BOTS MAY HAVE MORE LEVERAGE THAN APPEAL TO HUMANS
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MALCOLM MACLEAN
40X COST SAVINGS, 20X LABOUR PRODUCTIVITY
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“Only the wearer knows where the shoe pinches.”
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BOTS SEE MORE OF OUR TRUE SELVES THAN OUR FRIENDS DO
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TOP 500 X 13,000
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Ubiquitous Intelligence
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‘CAPTOLOGY’
“Captology is the study of computers as persuasive technologies.”– BJ FOGG
CAPT: COMPUTER ASSISTED PERSUASION TECH
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TECHNOLOGY MAKES THE SCARCE ABUNDANT
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Sometimes I watch you sleep.
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BRANDING IS TRUST
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“IF A MACHINE IS EXPECTED TO BE
INFALLIBLE, IT CANNOT ALSO BE
INTELLIGENT.”– Alan Turing,1947
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[email protected] Watson, AI & Robotics Faculty
Disclaimer:Any opinions expressed herein are the speaker’s, and not necessarily those of SU.
@NELLWATSON