turning agencies into cognitive leaders
TRANSCRIPT
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TURNING AGENCIES INTO COGNITIVE LEADERS
André M. KönigCo-Founder
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WE NOW LIVE IN A WORLD WHERE ARTIFICIAL
INTELLIGENCE IS OUTPACING HUMAN INTELLIGENCE
#cognitiveLOVE
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A SHIFT FROM CREATIVE WORK TO COGNITIVE TECHNOLOGY
CREATIVE1970s 1990s 2000s 2015 TODAY
SERVICES ANALYTICS COGNITIVEAI
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THE WAY BRANDS MARKET
HAS SHIFTED
FOR GOODAI IS REALITY
INSIGHTSNOT ANALYTICS
PERSONALIZATIONNOT SEGMENTATION
PREDICTIONNOT OPTIMIZATION
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A GLOBAL PHENOMENON
KNOWS WHAT YOU WANT TO
BUY
CURES CANCER
BEATS GO WORLD
CHAMPION
KNOWS WHAT YOU WANT TO
READ
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EVERY INDUSTRY IS SHIFTINGINNOVATORS ARE CREATING A NEW KIND OF INTELLIGENCE WITH
COGNITIVE TECHNOLOGIES
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THE LEADING COMPANIES HAVE REINVENTED
THEMSELVES
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AI IS TODAY, NOT TOMORROW
58% OF BUSINESSES HAVE AN AI
POC
28% SAY AI IS A
BUSINESS PRIORITY
80% OF CEOs SAY AI
DRIVES PROFIT
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WHO WILL SURVIVE THIS TECHNOLOGY CHASM?
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“The most applicable things in AI right now are chatbot and natural-language processing,” Joe Corr, executive creative technology director for CP+B
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“At some point, AI could even create a better ad than a creative director,” said
Meeker.
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WHAT IS THE COMMON THREAD?
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THEY UNDERSTAND WE NEED AI TO MOVE THE CONSUMER
MACHINE LEARNING
PREDICTIONSPERSONALIZATIONINSIGHTS
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IT’S A NEW WAY OF THINKING
VS.
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THIS CHANGES EVERYTHINGSTRATEGY
CREATIVE
AWARENESS
ENGAGEMENT
CONVERSION
ADVERTISING
EXPERIENCE/ANALYTICS INSIGHTS/DEEP DATA
SKILL COGNITIVE INSIGHTS
VANITY METRICS EMOTIONAL DATA
SEGMENTATION PERSONALIZATION
A/B TESTING MACHINE LEARNING
TRADING KNOWING
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COGNITIVE AGENCY
INSIGHTSPERSONALIZATIONPREDICTIONMACHINE LEARNING
#cognitiveLOVE
OLD WORLD:
Creative genius Google analyticsExperience Social analyticsGut instinct Vanity metrics
COGNITIVE WORLD:
Neural networks Deep dataSentiment PersonalityPatterns EntitiesConcepts Big DataGeo-location TaxonomyMachine Learning
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SO WE BUILT Sia, THE AI BOT FOR THE COGNITIVE AGENCY
The most advanced AI tools for marketing
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“With Sia from Opentopic we were able to monitor the web, radio and TV in real time during the Olympic games, and rely on its intelligence to alert us whenever the media disrespected female athletes. A campaign like this would not have been possible without Sia”,
Razorfish NYC
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“With Sia by Opentopic we were able to bring a new approach to editorial and
advertising to our client Time Inc. They put us at the forefront of what AI can do
for an agency like ours.” neo@Ogilvy
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“Sia has revolutionized how we engage readers with content and convert them to subscribers. This won us awards and our client The Economist new subscribers”
RevSquare NYC
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BE A COGNITIVE AGENCY