persuading the machines: how advertisers will use biotech, artificial intelligence and more to sell...
DESCRIPTION
This is the presentation I gave on September 10th, 2013 at the Empiricist League event "Persuading the Machines: How Advertisers Will Use Biotech, Artificial Intelligence and More to Sell You Everything." I spoke about about how the latest breakthroughs in science and technology are being incorporated into the way products and services are marketed.TRANSCRIPT
me
hello.
the views here expressed are my own
i lead technology for north america
at
but
I am a technologist, futurist and inventor I help clients place bets about technology I try to help them solve problems that don’t yet exist I build roadmaps that look out ten or so years in the future
business
culture technology
me
david lebowitz
you have like fifteen minutes …
what is adver8sing really?
8
adver8sing + marke8ng agencies
we build communications with the intent to persuade
influence behavior
influence behavior +
divine unmet needs
influence behavior +
divine unmet needs +
offer a product or service as the solu8on
12
but actually…
13
advertising and marketing agencies
influence and manipulate perception
to manufacture
a perceived sense of
need, desire and collaboration
14
the current and future role of tech, biotech and AI
in advertising and marketing
kevin kelly
anything useful that we make is technology
technology has a profound influence on culture and society
so why is old school adver8sing desperate
to crack this tech sorcery?
20
a computer program that has a series of instructions which vary in complexity, are listed in a specific order, designed to perform a specific task algorithms power artificial intelligence
algorithms
ar8ficial life
A-‐Life
simply: A-‐Life examines systems related to life, its processes and its evolu8on through simula8ons using computer models, robo8cs, and biochemistry
as of 2010 - 76 million Tamagotchi’s have been sold
as of 2010 - 76 million Tamagotchi’s have been sold
as of 2010 - the population of France was 63 million
MMOG’s • Massively Mul8player Online Game(s)
• a computer game which is capable of suppor8ng hundreds or thousands of players simultaneously
• MMOG’s have “persistent worlds.”
• the world is always available and world events happen con8nually even if you leave the game
MMOG Popula8ons
Runescape – 200,000,000
Habbo Hotel – 200,000,000
Dofus -‐ 41,000,000
World of WarcraZ – 8,300,000
Guild Wars – 6,000,000
Maple Story – 5,000,000
Knight Online 4,250,000
Guild Wars 2 – 3,000,000
Source: wikipedia.com
synthe'c worlds + real people = synthe'c goods + real money
In 2012 $2.9 billion dollars in revenue was realized by synthe8c goods bought in games
Facebook alone generated $810 million in payment revenue in 2012
what about the machines?
you
33
intelligent agents
lots and lots -‐
Temporal Agents (for 8me-‐based decisions)
Spa6al Agents (relate to the physical real-‐world) Input Agents (process and make sense of sensor inputs -‐ example neural networks)
Processing Agents (solve a problem like speech recogni8on)
Decision Agents (geared to decision making)
Learning Agents (for building up the data structures of other Intelligent agents) World Agents (combina8on of all classes of agents to allow autonomous behaviors)
roomba neato
“destination control” elevator
the buttons are on the outside
“bin packing” algorithm
architects are designing buildings for algorithms
movies are being produced in a similar way
Powered by Algorithms
this isn’t Google this isn’t information
movies aren’t statistics
this is culture
42
Intelligent Agents are getting really good at
anticipating and meeting your unmet needs
43
what happens when the AI gets really smart?
at least as smart as people? corporations that own computers and robots with machine intelligence might seek to encourage a belief in their autonomy in order to escape responsibility (and liability) for their actions
Ah! So this is why advertising is hot for tech.
44
you
yes.
it’s about money
and
performance measurement
pragmatic chaos
pragmatic chaos
60% ROI
49
1.8 million
50
1.3 million
51
1.3 million
52
250,000
10 million register transactions at 5,000 items per second This all happened between 8PM and Midnight
54
2.5 petabytes = 50 million 4-drawer filing cabinets
technology grows exponen8ally
technology is adopted exponen8ally
IBM
90% of the data in the world today
has been created in the last two years
58
tech as we are meant to perceive it
tech as it actually functions
ADVERTISING
59
Presentation Layer Seducing the senses
Emotional
Connectedness
Lovemarks© Loyalty Beyond Reason
Phygital©
Crucially Incidental
60
Marketing Technology
Stack Machines Engaging Machines
Artificial Intelligence Algorithms
Intelligent Agents
Analysis Autonomy Adaptation Memory Learning
60 Hudson St
Carrier Hotel
influence consumer behavior
gaining permission to influence choice
new machine age
62
“Not too much sugar…”
“His insulin level is
fine…”
65
Next Generation Sequencing +
Connor Levy
“Aint’t I just perfect?”
66
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Marketers can produce organisms with brand messages that you can ingest that
work with biomed, implants, food
DNA: the Ultimate Messaging Platform
thank you