marketing in the machine age: the path to a more (artificially) intelligent future
TRANSCRIPT
marketing in the machine agethe path to a more (artificially) intelligent future
8-3-17 paul roetzer
founder & CEO | PR 20/20 creator | Marketing Artificial Intelligence Institute@PaulRoetzer www.PR2020.com
Emarsys Evolution #EmarsysEvolution
Can we automate content creation through artificial intelligence (AI)?
@PaulRoetzer
Can we use machines to write blog posts at scale?
Image:FranckCalzada/YouTube
The Associated Press “writes” 10x more earnings reports using Automated Insights NLG* technology.10x
*NLG = natural language generation@PaulRoetzer
We implemented NLG with Google Analytics reports, cutting analysis and production time by more than 80%.
@PaulRoetzer Image:AutomatedInsights
What we’ve learned has dramatically altered my view of what’s possible today, and in the near future.
Image:TimothyNeesam
Considerhowmuch!meyourmarke2ngteamspends...
crea%ngadcopymanagingdigitaladcampaignstes%ngheadlines,landingpages,adsscheduling/publishingsocialsharespredic%ngopens,clicks,conversionsreviewinganaly5cswri%ngperformancereportsrecommendingcontentstrategies
dra7ingsocialmediaupdatesdiscoveringkeywordsplanningblogposttopicswri5ngcontentop5mizingcontentcura5ngcontentpersonalizingcontentautoma5ngcontentbuildingemailworkflows
Copyright 2017 PR 20/20. All rights reserved.@PaulRoetzer
Now imagine if machines performed the majority of those activities,
and a marketer’s primary role was to enhance rather than create.
@PaulRoetzer
Artificial intelligence is accelerating us toward a more intelligently automated future . . .
“The science of making machines smart.” — Demis Hassabis, Co-Founder & CEO of DeepMind
(which in turn augments human knowledge and capabilities)
Source: Rolling Stone
Source: John Koetsier
an algorithm is a set of instructions that tells the machine what to do.
@PaulRoetzer
Except with AI the machine can create its own algorithms, determine new paths, and unlock unlimited potential to advance marketing, and mankind.
THEN send three-part email campaign.
IF visitor downloads ebook,
@PaulRoetzer
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
the marketing automation we see today is, ironically, largely manual.
@PaulRoetzer
Marketing automation platforms save time, increase efficiency and productivity, and drive performance.
BUT . . .
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Marketing automation platforms generally do NOT provide deep insights into data, recommend actions, predict outcomes or create content.
@PaulRoetzer
AI takes very specific (narrow) and complex data-driven problems, and then devises and executes solutions.
90% of all data in the world has been created in the last 2 years
Source:IBM
Marketers have access to data from dozens of sources: social monitoring, media monitoring, web analytics, email, call tracking, sales, advertising, remarketing, ecommerce, mobile apps. . .
We have a finite ability to process information, build strategies, create content at scale, and achieve performance potential.
@PaulRoetzer
Image:WikimediaCommons
Algorithms, in contrast, have an almost infinite ability to process data, and deliver predictions, recommendations and content better, faster and cheaper.
@paulroetzer www.pr2020.com
And yet marketing remains largely human powered, with a bit of automation mixed in.
The future may be closer than you think.
THE DISRUPTION OF INDUSTRIES
@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
@paulroetzer
avg120stops/day
what is the possible number of alternatives for ordering those stops?
@PaulRoetzer
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
“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
NETFLIXusesalgorithmstosuggestcontentandmanufactureshowsbasedonsubscriber
viewinghabitsandpreferences.
Source:Ne*lixTechBlog
75% of what people watch on Netflix is from some sort of algorithm-generated recommendation
Source:Ne*lixTechBlog@PaulRoetzer
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.
@PaulRoetzer
THE MARKETING MACHINE AGE
Source: Social Media Frontiers
Facebook uses “deep learning,” an AI subfield, to filter your Newsfeed and recognize faces in photos you upload,
but that’s only the beginning . . .
@PaulRoetzer
Source: Social Media Frontiersh?ps://research.facebook.com/ai
“We’re 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.”
@PaulRoetzer
search,voicerecogni*on,languagetransla+on,robots,driverlesscars...
@PaulRoetzer
“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 company’s main profit engine.”
Source: The Wall Street Journal@PaulRoetzer
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.
@PaulRoetzer
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.”
@PaulRoetzer
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-Cola’s global senior digital director, interview with AdWeek)
@PaulRoetzer
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.”
"Cognitive technology is there to extend and amplify human expertise, not replace it.” — Rob High, Chief Technology Officer, IBM Watson
@PaulRoetzer
3 THINGS TO KNOW
#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.
#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.
#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.
3 STEPS TO GET STARTED
#1
Evaluate repetitive, manual marketing tasks that could be intelligently automated.
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.
#2
Assess opportunities to get more out of your data—discover insights, predict outcomes, devise strategies, personalize content and tell stories at scale.
@PaulRoetzer
@PaulRoetzer
#3
Consider the AI capabilities of your existing marketing technology, and explore the potential of emerging AI solutions.
THE NEXT FRONTIER
dra$ingsocialmediaupdatesdiscoveringkeywordsplanningblogposttopicswri4ngcontentop4mizingcontentcura4ngcontentpersonalizingcontentautoma4ngcontentbuildingemailworkflowscrea3ngadcopymanagingdigitaladcampaignstes3ngheadlines,adsschedulingsocialsharespredic3ngconversionsreviewinganaly4cswri3ngperformancereportsrecommendingstrategies
and imagine if that was only the beginning . . .
Paul RoetzerFounder & CEO | PR 20/20 Creator | Marketing AI Institute
[email protected] www.PR2020.com www.MarketingAIinstitute.com