Artificial Intelligence:

Fad or future?Helen McRae,

CEO, Mindshare UK

Our view of the

world starts with

Being Human.

Mindshare ©2016

Being

Human

AI is the

new mobile…

Is it the year of mobile again?

If it’s a fad, it’s becoming an expensive fad…

Source: CBS insights, 2016

Also, it’s not a new fad…

…we’ve been terrified about our new overlords for decades

…and maybe it’s already started…

But mostly AI has been simply helpful

"As soon as it

works, no one

calls it AI anymore”

The impact of AI will go far beyond the confines of marketing

“According to our estimates,

about 47percent of total

US employment is at risk”

Source: The Future of Employment, Oxford University, 2013

There are considerable brains being applied to the subject

There is a simple model we can apply to AI though

There is a simple model we can apply to AI though

When this happens, we’re all screwed.

The humble

paperclip…

We need to

understand

the psychology

of interactions

to avoid

mishaps like…

To make people think ‘how cute’ not ‘how weird’

In the short term, there are three areas driven by AI I’d like to highlight

1

Personalisation

2

Chat bots

3

Programmatic

commerce

Personalisation:

‘almost good’

isn’t good enough

We need to make

Personalisation

become a service

Akin to the

shopkeeper saying

‘I’ve got just the

thing for you …’

Chat bots:

we have to manage

expectations!

Need to understand more about how people will interact with bots

To build trust in

bots you need

simplicity and

straightforward

utility

Understanding

human biases can

help build trust

more effectively

Programmatic Commerce

Programmatic commerce –

Home assistants are in prime position to deliver automated reordering

But how will people feel about giving up control to AI?

Three things to remember

1. We need to work harder to augment

the AI in Personalisation with HI and

turn communications into a service

2. To succeed with chatbots brands

need to appreciate the quirks of

human–machine interaction

3. Programmatic commerce has to

balance the human desires for

convenience and control

Any questions?