cognitive content marketing: the path to a more (artificially) intelligent future

1. @TwitterHandle #intelcontent Cognitive Content Marketing The Path to a More (Artificially) Intelligent Future Paul Roetzer Founder & CEO | PR 20/20 Creator | Marketing AI Institute @PaulRoetzer @PaulRoetzer #intelcontentCopyright 2017 PR 20/20. All rights reserved.

2. Can we automate content creation through artificial intelligence (AI)? @PaulRoetzer

3. Can we use machines to write blog posts at scale? Image:FranckCalzada/YouTube #intelcontent

4. The Associated Press writes 10x more earnings reports using Automated Insights NLG* technology.10x *NLG = natural language generation@PaulRoetzer #intelcontent

5. We implemented NLG with Google Analytics reports, cutting analysis and production time by more than 80%. @PaulRoetzer Image:AutomatedInsights

6. What weve learned has dramatically altered my view of whats possible today, and in the near future. Image:TimothyNeesam

7. Considerhowmuch!meyourmarke?ngteamspends... crea?ngadcopy managingdigitaladcampaigns tes?ngheadlines,landingpages,ads scheduling/publishingsocialshares predic?ngopens,clicks,conversions reviewinganaly!cs wri?ngperformancereports recommendingcontentstrategies draCingsocialmediaupdates discoveringkeywords planningblogposttopics wri!ngcontent op!mizingcontent cura!ngcontent personalizingcontent automa!ngcontent buildingemailworkows Copyright 2017 PR 20/20. All rights reserved. @PaulRoetzer #intelcontent

8. Now imagine if machines performed the majority of those activities, and a marketers primary role was to enhance rather than create. @PaulRoetzer #intelcontent

9. Artificial intelligence is accelerating us toward a more intelligently automated future . . .

10. The science of making machines smart. Demis Hassabis, Co-Founder & CEO of DeepMind (which in turn augments human knowledge and capabilities) Source: Rolling Stone #intelcontent

11. Source: John Koetsier #intelcontent

12. an algorithm is a set of instructions that tells the machine what to do. @PaulRoetzer #intelcontent

13. Except with AI the machine can create its own algorithms, determine new paths, and unlock unlimited potential to advance marketing, and mankind.

14. @PaulRoetzer

15. THEN send three-part email campaign. IF visitor downloads ebook, @PaulRoetzer #intelcontent

16. What if there are 10,000 downloads, across five personas, originating from multiple channels (social, organic, paid, direct) that require personalized emails and website experiences based on user history? @PaulRoetzer #intelcontent

17. the marketing automation we see today is, ironically, largely manual. @PaulRoetzer #intelcontent

18. Marketing automation platforms save time, increase efficiency and productivity, and drive performance. BUT . . . @PaulRoetzer #intelcontent

19. Marketing automation platforms generally do NOT provide deep insights into data, recommend actions, predict outcomes or create content. @PaulRoetzer #intelcontent

20. Source: BBC: Is A.I. the Problem or the Solution?

21. AI takes very specific (narrow) and complex data-driven problems, and then devises and executes solutions.

22. 90% of all data in the world has been created in the last 2 years Source:IBM

23. Marketers have access to data from dozens of sources: social monitoring, media monitoring, web analytics, email, call tracking, sales, advertising, remarketing, ecommerce, mobile apps. . .

24. We have a finite ability to process information, build strategies, create content at scale, and achieve performance potential. @PaulRoetzer #intelcontent

25. Image:WikimediaCommons Algorithms, in contrast, have an almost infinite ability to process data, and deliver predictions, recommendations and content better, faster and cheaper.

26. @paulroetzer www.pr2020.com And yet content marketing remains largely human powered, with a bit of automation mixed in. #intelcontent

27. The future may be closer than you think.

28. @TwitterHandle #intelcontent AGENDA @TwitterHandle #intelcontent The Disruption of Industries @PaulRoetzer #intelcontent

29. @paulroetzer www.pr2020.com 60% of all trades are executed by computers with little or no real-time oversight from humans. Source: Christopher Steiner, Automate This

30. @paulroetzer avg120stops/day

31. what is the possible number of alternatives for ordering those stops? @PaulRoetzer #intelcontent

32. 6,689,502,913,449,135,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000,000,000,000,000,000,000, 000,000 Source: Wall Street Journal

33. Can a human really think of the best way to deliver 120 stops? This is where the algorithm will come in. It will explore paths of doing things you would not, because there are just too many combinations. Jack Levis Senior director of process management, UPS Source: Wall Street Journal

34. NETFLIXusesalgorithmstosuggestcontent andmanufactureshowsbasedonsubscriber viewinghabitsandpreferences. Source:NeGlixTechBlog

35. 75% of what people watch on Netflix is from some sort of algorithm-generated recommendation Source:NeGlixTechBlog #intelcontent@PaulRoetzer

36. Epagogix algorithms analyze movie scripts to predict how much money they will make at the box office and offer recommendations on how to make them more marketable and profitable, including through changes to plot lines, settings, character roles and actors.

37. Source: Tesla

38. #intelcontent@PaulRoetzer

39. @TwitterHandle #intelcontent AGENDA @TwitterHandle #intelcontent The Marketing Machine Age @PaulRoetzer #intelcontent

40. Were in an AI spring. For our company, and I think for every company, the revolution in data science will fundamentally change how we run our business because were going to have computers aiding us in how were interacting with our customers. Marc Benioff Source:FortuneImage:Wikipedia

41. Source: Salesforce #intelcontent@PaulRoetzer

42. Source: Social Media Frontiers Facebook uses deep learning, an AI subfield, to filter your Newsfeed and recognize faces in photos you upload, but thats only the beginning . . . #intelcontent@PaulRoetzer

43. Source: Social Media Frontiers hJps://research.facebook.com/ai Were committed to advancing the field of machine intelligence and developing technologies that give people better ways to communicate. In the long term, we seek to understand intelligence and make intelligent machines. #intelcontent@PaulRoetzer

44. search,voicerecogni!on,languagetransla!on,robots,driverlesscars... #intelcontent@PaulRoetzer

45. Alphabet Inc.s Google named the head of its artificial-intelligence research to run its search engine, demonstrating the importance of the rapidly evolving technology to the companys main profit engine. Source: The Wall Street Journal #intelcontent@PaulRoetzer

46. Image:WikimediaCommonsSource:IBM Thestoryofar?cialintelligencecantbetoldwithoutIBM, whichpossessesanes!mated825AI-relatedpatents.

47. IBM Watson is a technology platform that uses natural language processing and machine learning to reveal insights from large amounts of unstructured data Source: IBM #intelcontent@PaulRoetzer

48. Source: Salesforce #intelcontent@PaulRoetzer

49. Source: Campaign In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named 'Albert'. Since then it has more than tripled its ROI and increased its customer base by 30 percent. #intelcontent@PaulRoetzer

50. Source: Popular Science IBM used machine learning and experimental Watson APIs, parsing out the trailers of 100 horror movies. It did visual, audio, and composition analysis of individual scenes. . . . Watson was then fed the full film, and it chose scenes for the trailer. . . . A process that would normally take weeks was reduced to hours. #intelcontent@PaulRoetzer

51. Source: The Drum Content creation is something that we have been doing for a very long time . . . what I want to start experimenting with is automated narratives. This experimentation will explore how AI can be applied to everything from choosing music, updating social media and even writing scripts . . . (Mariano Bosaz, Coca-Colas global senior digital director, interview with AdWeek) #intelcontent@PaulRoetzer

52. Source: The Guardian A machine will win a Pulitzer one day, predicts Kris Hammond from Narrative Science, a company that specialises in natural language generation. We can tell the stories hidden in data.

53. "Cognitive technology is there to extend and amplify human expertise, not replace it. Rob High, Chief Technology Officer, IBM Watson #intelcontent@PaulRoetzer

54. @TwitterHandle #intelcontent AGENDA @TwitterHandle #intelcontent 3 Things to Know @PaulRoetzer #intelcontent

55. #1 It is still very early. Many of the rising AI tech companies have significant venture capital funding, but limited market success to prove the products work and that the models are scalable.

56. #2 Artificial intelligence requires massive amounts of data (structured and unstructured) and customized solutions, so large enterprises are more likely to see short-term benefits from AI investments.

57. #3 There is a push to make AI technology more affordable and accessible. The challenge will be finding technical talent capable of building and executing AI solutions.

58. @TwitterHandle #intelcontent AGENDA @TwitterHandle #intelcontent 3 Steps to Get Started @PaulRoetzer #intelcontent

59. #1 Evaluate repetitive, manual marketing tasks that could be intelligently automated.

60. Source: Timothy Neesom There are dozens of AI-powered marketing tools that you can use to plan, create, optimize, personalize, promote, measure and analyze content.

61. $29.4 M $36.0 M $9.5 M Source:Crunchbase Artificial Intelligence + Marketing $279+ M $80.0 M* $66.0 M $14.5 M $13.9 M $11.0 M $5.4 M $14.2 M

62. #2 Assess opportunities to get more out of your data discover insights, predict outcomes, devise strategies, personalize content and tell stories at scale.

65. #3 Consider the AI capabilities of your existing marketing technology, and explore the potential of emerging AI solutions.

66. @TwitterHandle #intelcontent AGENDA @TwitterHandle #intelcontent The Next Frontier @PaulRoetzer #intelcontent

67. draCingsocialmediaupdates discoveringkeywords planningblogposttopics wri!ngcontent op!mizingcontent cura!ngcontent personalizingcontent automa!ngcontent buildingemailworkows crea?ngadcopy managingdigitaladcampaigns tes?ngheadlines,ads schedulingsocialshares predic?ngconversions reviewinganaly!cs wri?ngperformancereports recommendingstrategies

68. and imagine if that was only the beginning . . .

69. www.MarketingAIinstitute.com

70. Paul Roetzer Founder & CEO | PR 20/20 Creator | Marketing AI Institute [email protected] www.PR2020.com www.MarketingAIinstitute.com