Marketing & AI. Are YOU Ready for the Future?

Transcription

1 Marketing & AI Are YOU Ready for the Future? 1

2 Show of Hands Who do we have in the room? Accountant Marketer Other 2

3 So, who am I? My Introduction and History is also my Disclaimer 3

4 Questions We Will Tackle Today What is AI, Machine Learning and Deep Learning? What are the limitations of AI as it exists today? What are the primary AI use cases marketers should be exploring? What can we learn from other industries? Which brands are leading the way in the adoption of AI? Will robots take our jobs? How should marketers get started with AI and how to stay relevant? Where should marketers turn for AI education and training? And some final thoughts 4

5 5 Let s start with a very technical look at human progress through time and the future outlook.

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7 What is Artificial Intelligence? What is AI, machine learning and deep learning? 7

8 Artificial Intelligence (AI) What is it? Artificial intelligence is any task performed by a program or a machine that, if a human carried out the same activity, we would say the human had to apply intelligence to accomplish the task. 8

9 AI Behaviors Planning Learning Reasoning Problem solving Knowledge representation Perception Motion Manipulation Social Intelligence and Creativity (to a lesser extent) 9

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11 Polling Question Do you think if you had a conversation with AI over the phone would you know they were AI? Yes No 11

12 Where AI Will Impact First Sales Marketing Customer Service How fast will we see that impact? *85% of all customer service will be AI by *Gartner Customer Experience Summit 2018 in Tokyo, February 2018

13 Two Types of AI Narrow AI (Today) In computers today: intelligent systems that have been taught or learned how to carry out specific tasks without being explicitly programmed how General AI (Future) Type of adaptable intellect found in humans: a flexible form of intelligence capable of learning how to carry out vastly different tasks, anything from haircutting to building spreadsheets, or to reason about a wide variety of topics based on its accumulated experience 13

14 Narrow AI Where you currently see it: Siri virtual assistant on the Apple iphone Recommendation engines that suggest products you might like Responding to simple customer-service queries Vision-recognition systems on self-driving cars Other applications: Interpreting video feeds from drones Visual inspections of infrastructure such as oil pipelines Organizing personal and business calendars Helping radiologists to spot potential tumors in X-rays 14

15 Current uses in Accounting EY Applies AI to the lease accounting process, where the technology streamlines the data capture from contracts by identifying the relevant clauses for accounting treatment PwC Developed its own AI tool dubbed GL.ai, which identifies anomalies in a business s general ledger Use AI to review documents, like an invoice, tax form, or lease, which allows auditors to quickly pull information from paperwork for an audit 15

16 General AI AI experts are fiercely divided over how soon it will become a reality 50 percent chance that Artificial General Intelligence (AGI) would be developed between 2040 and 2050, rising to 90 percent by 2075* 16 *ZDNet What is AI? Everything you need to know about Artificial Intelligence

17 Isaac Asimov In his 1942 science-fiction short story Runaround Three Laws of Robotics 1. A robot may not injure a human being or, through inaction, allow a human being to come to harm. 2. A robot must obey orders given it by human beings except where such orders would conflict with the First Law. 3. A robot must protect its own existence as long as such protection does not conflict with the First or Second Law. 17

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19 Stanley Kubrick s 2001: A Space Odyssey Science-Fiction movie from 1968 Kubrick s story imagines that turning point of computers starting to become smarter than humans 19

20 Steve Wozniak "Computers are going to take over from humans, no question. But when I got that thinking in my head Will we be the gods? Will we be the family pets? Or will we be ants that get stepped on? I don't know. 20

21 Let s Assuage the AI Fear Everything seems less scary the more you know about it Let s dig in an learn about some of the big buzz words and break them down for a basic understanding Let s take a look at how currently AI is being used it s exciting and by the time we are done, you ll all want to know where to sign up 21

22 Cognitive Capabilities or Cognitive Computing Cognitive computing is an umbrella term that simply means getting computers to think more like humans. Numerous technologies fall under the cognitive computing umbrella, including natural language processing and machine learning. 22

23 Machine Learning (ML) Machine learning is where a computer system is fed large amounts of data, which it then uses to learn how to carry out a specific task Generally split into two main categories: supervised and unsupervised learning 23

24 ML Supervised Learning Teaching AI systems by using a very large number of labeled examples Systems are fed huge amounts of data, which has been annotated to highlight the features of interest 24

25 ML Unsupervised Learning Algorithms try to identify patterns in data, looking for similarities that can be used to categorize that data Examples: Google News grouping together stories on similar topics each day Pandora learning what songs you like based on thumbs up or down 25

26 Deep Learning Deep Learning is a subfield of machine learning concerned with algorithms inspired by the structure and function of the brain called artificial neural networks Similarly to how we learn from experience, the deep learning algorithm would perform a task repeatedly, each time tweaking it a little to improve the outcome 26

27 Natural Language Processing and Generation Natural language processing technology allows computers to understand and classify elements of human language. It s the backbone of virtual voice assistant software like Siri or Alexa. Natural language generation allows the computers to talk back to us, like Google Virtual Assistant 27

28 The Limitations What are the limitations of AI as it exists today? 28

29 The Limitations No one-size-fits-all solution Trying out a range of different tools to carry out a range of artificially intelligent tasks can become expensive, time-consuming and messy Requires supervision Marketers are still very much needed in order to plan, design and run marketing campaigns. Job security yeah! Can't think for itself AI can only do what it is programmed to do Cost and maintenance ROI needs to be carefully considered before jumping in Lack of creativity A machine simply cannot compete with the human brain when it comes to originality and creative thinking 29

30 Primary Use Cases What are the primary AI use cases marketers should be exploring? 30

31 Prediction Predict What Your Customers Want Next Extracting insights from large datasets, then using that data to guess how customers will behave Vendor Highlight: CaliberMind uses data from your CRM, marketing automation platform and social networks to build a picture of your buyer personas. Then, it recommends communication throughout the buyer journey to speed up time to close. 31

32 Optimization of Content AI can predict what reactions people will have to your content and deliver personalized content recommendations for different clients Vendor Highlight: Cortex analyzes everything from color of photos to post timing then compares this information to historical data to determine how you should optimize and deploy your content. Skyword employs AI to deliver personalized content recommendations. 32

33 Content Creation Automatically generate more reports in less time, review your content and guarantee it aligns with brand goals, tone and style. Vendor Highlight: Narrative Science automatically creates written narratives from structured datasets. Acrolinx optimizes content across different departments and creators to create a consistent tone and style. MarketMuse recommends changes as you write, so you can better capture the attention of search engines. 33

34 Top 25 Marketing AI Use Cases 1. Analyze existing online content for gaps and opportunities 2. Choose keywords and topic clusters for content optimization 3. Construct buyer personas based on needs, goals, intent and behavior 4. Create data-driven content 5. Discover insights into top-performing content and campaigns 6. Measure return on investment (ROI) by channel, campaign and overall 7. Adapt audience targeting based on behavior and lookalike analysis 8. Optimize website content for search engines 9. Recommend highly targeted content to users in real-time 10. Assess and evolve creative (e.g. landing pages, , CTAs) with A/B testing 34 *Report from Marketing Artificial Intelligence Institute, December 2018

35 Top 25 Marketing AI Use Cases 11. Deliver individualized content experiences across channels 12. Define topics and titles for content marketing editorial calendars 13. Predict content performance before deployment 14. Forecast campaign results based on predictive analysis 15. Build media and influencer databases based on interests, audiences and intent 16. Prescribe strategies and tactics to achieve goals 17. Present individualized experiences on the web and/or in-app 18. Design websites, landing pages and calls-to-action 19. Map buyer journey stages based on historical lead and conversion data 20. Draft social media updates with copy, hashtags, links and images 35 *Report from Marketing Artificial Intelligence Institute, December 2018

36 Top 25 Marketing AI Use Cases 21. Analyze and edit content for grammar, sentiment, tone and style 22. Determine goals based on historical data and forecasted performance 23. Score leads based on conversion probabilities 24. Curate content from multiple sources 25. Build dynamic charts and graphs to visualize performance data 36 *Report from Marketing Artificial Intelligence Institute, December 2018

37 Other Industries What can we learn from the intelligent automation of other industries? 37

38 Case Study: Uber Eats Uber Eats has been around for only 4 years It is currently the fastest-growing business of its kind in America WHY? VentureBeat attribute s Uber Eats unusual level of growth largely to artificial intelligence Its parent company Uber has over 10 years worth of data and insights They use AI to optimize which drivers to send for pickups which results in lower estimated delivery times and hotter food 38

39 Case Study: Uber Eats What type of data does Uber Eats AI consider before sending a driver on a trip? a restaurant s load at any time how long it generally takes to cook a given order estimated time the meal will be done how long it will take to pick up how long to deliver to the user while the meal is still hot Uber Eats also uses AI to determine which restaurants to onboard to their system, looking at geography and demographics. 39

40 Who is Leading the Way? Which brands are leading the way in the adoption of AI? 40

41 Facebook, Google, and Amazon, Oh My! Facebook Artificial Intelligence Research (FAIR), plans to double its size by 2020 Google acquired AI company DeepMind in 2014, the AI team has grown from less than 100 employees to over 700 Amazon s AI recommendation engine already generates 35% of the company s revenue 41

42 Will Robots Take My Job? Can AI replace marketers now, or in the future? 42

43 Not right now. Yes, within the next 3-5 years, marketing and accounting professionals at all levels will see their careers disrupted and greatly impacted by AI The good news AI is not meant to replace humans, it is meant to enhance our capabilities 43

44 Where to Start and How to Stay Relevant? How should marketers get started with AI and what skills should marketers learn to stay relevant in the age of marketing AI? 44

45 Taking Action Education Subscribe to newsletters, attend webinars and conferences, read books Awareness Review the daily tasks you would like AI to handle Start thinking about the data you have What stories are you already telling that you could be telling more efficiently? What stories aren t you telling because the data just sits in spreadsheets and charts? Investigate Interview the technology vendors you are already using and find out how they are implementing AI in their systems Check out a few demos on new AI software to see what is out there 45

46 AI Education & Training Where should marketers turn for AI education and training? 46

47 3 Free Online AI Courses Google s Free Machine Learning Course The same course they require all of their engineers to take AI Course on Coursera by Andrew NG, adjunct professor at Stanford A little more intensive than Google s artificial intelligence course with 11 weeks of learning comprised of 5-8 readings and videos each week coursera.org/learn/machine-learning 47 Udacity Online AI Course by AI experts Peter Norvig and Sebastian Thrun Learn the basics of artificial intelligence and its growing applications in business udacity.com/course/intro-to-artificial-intelligence--cs271

48 Additional Resources Google s AI Education Center ai.google/education Marketing Artificial Intelligence Institute marketingaiinstitute.com MAICON 2019 July 16-18, 2019, Cleveland, OH First AI conference of it s kind that is geared towards Marketers 48

49 Books Artificial Intelligence for Marketing: Practical Applications by Jim Sterne Data-Driven Marketing with Artificial Intelligence: Harness the Power of Predictive Marketing and Machine Learning by Magnus Unemyr and Martin Wass AI in Marketing, Sales and Service: How Marketers without a Data Science Degree can use AI, Big Data and Bots by Peter Gentsch 49

50 Polling Question Has today s presentation helped? a) Sign me up, I want to learn more! b) I m going to need more time to let this all sink in. c) Nope, still scared and I ll be hiding in my bomb shelter. 50

51 Final Thoughts AI is going to be baked into everything within the next 2-3 years. The future demand for marketing will be marketers who can harness the power of that AI. Don t be left in the dust on this one. Keep an eye on legislation and oversight. 51

52 Thank you! Jennifer Cantero Marketing Director Sensiba San Filippo