Corey Szopinski | VP / Executive Creative Technology Director

bots

loving you. 4/15/2016

chat bots are radically changing how brands

and customers interact.

chatbots:conversational interface.

quartz news app ->

2 forces are combining to form a perfect

storm (and opportunity)

1. Messaging app growth

Line, Kik, Messenger, whatsapp, etc

2. Machine learning / AI

gen1 bots looked like this: simple query/response

But new tools + cloud services enable more

sophisticated interactions

“bots are the new apps”—Satya Nadella, CEO Microsoft

March 30, 2016

Microsoft Bot Framework helps create conversations in Skype, Slack and

Outlook

Google has added neural-networking in the cloud, based on TensorFlow.

And Facebook announced a major bot strategy inside Messenger.

Example experience: ShopSpring

Chatbots shift the shopping experience from browsing

(web/retail stores) to recommendation.

Bots learn about you, much like a trusted friend or personal

shopper

facebook M: the future of the chatbot

Facebook M is a hybrid AI+Human

concierge.

And because Facebook integrated P2P payments into messenger in 2015, users are

becoming habituated to spending through messenger.

Highly disruptive: Payments + Concierge

Facebook M (and services like it) may

displace e-commerce as we know it

Bots are everywhere

kik botstelegram botsTwitter botsSlack bots

Tweet bot example: DeepDrumpf is an AI trained on Trump’s past tweets and now generates new tweets using his vocabulary and sentence structure.

TacoBell Slack TacoBot

Alexa, open Dominos

Alexa, tell Pandora to play thumbprint radio.

Alexa, what’s in a Negroni?

Alexa, how far is Shanghai?

Alexa, tell Wemo to turn off the living room light.

Alexa, ask KidsMD about fevers

Chatbots aren’t just text based

Alexa, ask Campbells kitchen whats for dinner?

Two minute history lesson

Alan Turing

Alan Turing

Father of the modern computer

Alan Turing

Thought experiment: “The Turing Test”

Alan Turing

If a human in one room has a conversation with a computer in

another room and can’t distinguish if it’s human or not, then that system is

considered artificially intelligent.

Alan Turing

No computer passed the Turing test for 64

years.

Alan Turing

In 2014, a system named Eugene

Goostman passed.

Alan Turing

We are now in a new epoch of human

evolution: the AI era.

How chatbots work

1. Natural Language Processing

Takes unstructured text and isolates the component parts:

intent, action, object, when, etc.

NLP: Natural language processing

2. Machine Learning

Given intent, anticipate the correct solution based on past successes to similar patterns.

Machine Learning

implication:brands can now communicate one-to-one with customers

implication:strategic positioning no longer needs to target the fat middle. We can now be relevant to all customers… even the ones on the edges.

opportunity:brands need to identify moments of being most useful or entertaining, and engage customers there. One on one.

creatively:how can dialog surprise and delight?

creatively:what is our bot’s personality?

other examples of AI

Microsoft Tay: a bot that learned horribly wrong.

AI is popping up in gmail, with a one-click reply.

<- generated by AI

AI systems can determine emotion from faces

Bots aren’t limited to chat interfaces.

And objects in a photo

And even read your pulse by looking at a vein in the forehead

As a result, bots can learn from your photo feeds, or respond to live video.

Imagine a skype video call with your bot.

Summary

Bots are quickly coming of age, and the innovation is accelerating.

Brands need to consider their bot strategy, which is defined by 3 considerations:

1. Shift focus from broadcast messaging to one-on-one engagements

2. Identify own-able moments in a customer’s day, and add utility or entertainment

3. Define the unique personality traits of your bot and then customize it to each user by learning their preferences.

Corey Szopinski | VP / Executive Creative Technology Director

bots

thanking you.