Category Archives: Conversational Experiences

Artificial Intelligence & The 4P’s of Marketing

Tom Edwards, Ad Age Marketing Technology Trailblazer and Chief Digital Officer, Agency @ Epsilon discusses how the 4 P’s of marketing; Product, Price, Place & Promotion will need to evolve as intelligent systems redefine how we advertise and connect with consumers.

Understanding Psychographics, Predictive APIs, working through Proxy’s and Pervasive intelligent environments represent a new framework for marketing in the near future.

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68 Top Trends So Far in 2017

Over the past six months, my team and I have evaluated the top emerging technology trends that will fundamentally reshape how marketers will connect with consumers.

Here is a brief preview:

The full analysis includes 68 trends categorized by our trend framework of Empower, Enhance, Feel & Ambient Computing. This will replace our original framework of Connection, Cognition & Immersion.

Empower to create content, engage and connect through new interfaces and touchpoints.

Enhance your daily life activities and responsibilities through intelligent systems and proxy’s.

Feel emotional experiences like pleasure and excitement delivered through immersive computing.

Ambient computing is the alignment of all three behavioral drivers.

Download the 2017 Midyear Trend Deck Today!

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Symposium 2017

I had the privilege to speak and host Epsilon Symposium 2017. With hundreds of clients in attendance, I was tasked with discussing the role of artificial intelligence across Epsilon and Conversant as well as tease examples of emerging technology that my team and I are working on.

Here are the key highlights I discussed during Symposium 2017. Part of my role is evaluating and embracing the latest innovations and determining how they connect to our Epsilon and Conversant solutions.

Whether that’s through conversational and voice based experiences such as Alexa Voice Services, Google Assistant & Siri, or the amazing artificial intelligence work happening here at Epsilon and Conversant or immersive computing such as augmented & virtual reality, that’s bolstered by our data, insights and creative execution.

So the last ten years I have talked about how disruption is the new normal. How emerging technology can impact consumer behavior and what it means for marketers.

Today we are at an inflection point. Where we are seeing the shift from mobile first to AI first. It’s less about disruption and more about acceleration through intelligent systems.

That’s where Epsilon and Conversant’s heritage of aligning data and technology and driving innovation is the key to leveraging whatever the future may bring and where consumers will be.

Within the agency business, we are using Machine Learning to categorize the data of culture along with our data of identity to fuel our creative approach.

From a product perspective, We are also achieving harmony (Pun intended ;) through machine learning and AI through a centralized intelligence hub for decisioning across channels.

Finally, Conversant is at the forefront of integrating AI through machine learning and image recognition to create world-class speed and scale where every 5 minutes, consumer actions across 160M individual profiles lead to over a billion model updates.

The key moving forward is empowering consumers, enhancing solutions through artificial intelligence and creating immersive experiences

Regardless of how the future state shifts and evolves… be it through bots becoming agents on our behalf, the evolution of consumer based journey’s expanding to include system based journey’s or a hyper connected augmented reality future. All of those elements will be highly dependent on Data and decisioning as the foundational element.

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Apple WWDC 2017 Full Recap

When I think of Apple, 3 things come to mind: Industrial design of it’s hardware, interoperability across products, and of course millions of apps. After WWDC 2017, I need to add artificial intelligence (AI) enabled experiences, device level privacy and a new focus on augmented reality.

Here is the Full Recap:

AI was a the key theme of WWDC (mentioned 20 times in 2.5 hours). Apple highlighted how both machine learning and deep learning are now integrated across multiple products. From Apple Watch, Siri, facial recognition in photos and even hand written notes in iOS11. AI integrated experiences were one of the more important areas discussed during WWDC. 

WWDC also saw a new hardware launch in the form of the HomePod. HomePod is Apple’s entry into the Smart speaker market. While Siri is integrated into the device it’s to be determined the role it can play for brand marketers as the skills and actions we have begun to depend on in other product ecosystems was surprising absent.

Apple is also investing heavily into enabling augmented reality experiences through hardware and software. With the launch of ARKit, their strategy is to empower the millions of developers to take their AR building blocks and create immersive experiences that are closely mapped to the real world via world tracking for both 2D and 3D elements.

Apple is building a foundation for the future built on device level privacy, artificial intelligence, augmented reality and multimodal computing through evolving Siri beyond handsets into cars and the home with Homepod.

Here is a quick reaction video following the WWDC Keynote.

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5 Midyear Trends to Watch in 2017

2017 has seen a rapid acceleration of technology trends. Of the 50+ trends observed from CES, MWC, SXSW, F8, Google I/O and more, here are the top 5 midyear trends that I am closely monitoring heading into 2018.

1) MOBILE FIRST TO AI FIRST

For the past few years, Facebook, Google and other industry heavy weights have proclaimed to be mobile first organizations. Now at the midpoint of 2017 we are seeing shifts from mobile first to AI first. Google recently announced their intent to redefine their core products around AI research, tools and applied AI.

Through 2017 Machine Learning (ML) and Artificial intelligence (AI) are rapidly transforming business, products and services. A primary fuel for ML/AI is data. Understanding how to create actionable data centric AI experiences is critical to drive growth in 2017 and beyond.

2) MULTIMODAL INTERFACES

Conversational experiences have been a primary topic of discussion in 2017. From bots to voice based experiences, to computer vision and object recognition, expanding solutions beyond mobile and desktop has been a major trend through the first part of the year.

The shift towards AI first means text and visual tied to mobile and desktop are not enough to evolve the future of interaction.  As 2017 continues to unfold, we will see more voice + paired visual experiences come to market where voice is driving a visual companion experience to further enhance Alexa Skills and Google Actions.

3) CAMERA AS A PLATFORM

As marketers begin to shift their attention from Millennials to Gen-Z, strategies in the first half of 2017 are shifting towards leveraging the camera as a platform.

From Snapchat’s ever evolving lenses to Facebook’s newly announced Frames & AR studios, major industry players are taking a core native behavior that is all about empowerment for the consumer and building new solutions that will integrate real-time data, location and object recognition to create new forms of effect based marketing.

4) RISE OF THE PROXY WEB

The first part of 2017 has shown the first major steps towards the rise of the proxy web. The proxy web is predicated on systems taking over core day-to-day human functions and becoming agents on our behalf. One of the big steps towards this in 2017 was the recent launch by Google of Google Lens.

Google Lens combines the power of Google Assistant and provides the ability to overlay computer vision, which will serve as the basis for contextual augmented reality that links to various services, from purchasing, to content, to predictive reservations based on traffic and other environmental factors. Voice has led the way in 2017, 2018 will be the year of computer vision powered experiences.

5) DEMOCRATIZATION OF IMMERSIVE COMPUTING (VR/AR)

One of the drawbacks to mass adoption of virtual reality has been tied to how isolating an experience can be with limited abilities to share “what’s happening” Both Google and Facebook realize that adoption is closely to accessibility and the ability to share experiences. 2017 has seen a major shift towards the driving the democratization of virtual reality.

The key to driving adoption at scale is to empower consumers, developers and other 3rd parties to create experiences. From empowering the creation of user generated 360 degree content to co-viewing, casting, capturing and sharing VR content. It’s important for brand marketers to pay attention to how consumers interact with these experiences and the rate at which they are creating their own virtual content.

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Google I/O 2017 Full Recap

This week I had the opportunity to attend the Google I/O conference in Mountain View, California. It was an incredibly compelling event as Google shifted their focus as a company from mobile first to AI first. This means that all products will be redefined and enhanced through various forms of AI.

This includes the Google Assistant, which was the star of the show. The deck goes into detail, but it’s incredibly important that we begin thinking about the role that the Google Assistant plays across home, smartphone, wearables, auto and soon AR. With the launch on the iPhone announced at the conference it gives Assistant 200 million voice enabled devices out of the gate.

What is also key to consider is the Google Assistant equivalent of an Alexa Skill, called an Action by Google. Actions can support transactions outside of Amazon as well as not requiring installation. Also, there is a very small number of actions that exist today, but a huge and rapidly growing ecosystem of devices that are Google Assistant enabled.

Here is the full trend recap and analysis:

Section one covers trends tied to connection & cognition:

  • Vision of Ubiquitous Computing
  • Multi-Modal Computing
  • Google Assistant (Actions, Auto, Computer Vision, Wear)
  • Android O
  • Progressive Web Apps
  • Structured Data & Search

Section two covers all facets of immersive computing:

  • Immersive Computing
  • Daydream (Virtual Reality)
  • Social VR
  • WebVR
  • Visual Positioning Services
  • Tango (Augmented Reality) 
  • WebAR

In addition to the attached recap, there is also a 4 minute “light recap” video:

For third party commentary, discussed the role of Google Lens & Computer Vision with AdExchanger here

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Google I/O 2017 Live

Coming to you live from San Francisco and Google’s I/O conference. Here is a recap of some of the key highlights.  From their shift from mobile first to AI first, the launch of Google Lens, computer vision as the next form of computing, and the digitally augmented future.

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Facebook F8 Full Recap & Analysis

I look forward to Facebook’s F8 developer conference each year. It’s a great opportunity to see how Facebook is prioritizing and adjusting their 10 year road map based on shifting consumer behavior and new advancements in technology. 

What was fascinating about this years conference is the rate they are accelerating the convergence of technologies that connect us, immerse us into new virtual worlds and advancing innovation well beyond what we would expect from a company that identifies itself as social first.

Facebook wants to redefine how we think about reality and the not too distant future when all reality is augmented and virtual. The following provides analysis across the consumer centric filters of connection, cognition and immersion.

  • Connection – Trends that reimagine how we connect, enable and empower consumers
  • Cognition – Trends where machine based intelligence will disrupt and redefine data assets and how we work
  • Immersion – Trends that align technology and presence to evoke emotion, entertain and power commerce

Here are few examples of the 15 territories analyzed starting with:

The Camera as the First Augmented Reality Platform  – Facebook understands that in order to truly create scale the key is to empower consumers, developers and other 3rd parties to create experiences on their behalf.  Consumer empowerment is powerful and will accelerate adoption and ultimately influence consumer behavior towards a new normal.



The democratization of augmented reality (AR) powered by advancing artificial intelligence (AI), has the potential to redefine advertisers approaches to content marketing, making it less about content and more about enabling experiences through compelling and contextually relevant effects.

Frames & AR Studio – Two sets of tools comprise the new Camera Effects Platform. The Frames Studio allows for quick deployment and creation of effects that can enhance an image, video or even Facebook live stream. This platform allows artists, creators and brands to create frames that can be targeted using Facebook targeting abilities for distribution.

The AR Studio is where it’s possible to create light weight AR effects that can developed and enhanced with elements such as real-time data to build highly contextual AR experiences. This is where brand marketers have an opportunity to align data + experiences.

Gaming & eSports

Convergence of gaming & video has been a massive trend over the past 24 months. 2B people play games each month. The rise and consumption of game streams now consists of 665M people watching people play games.

On Facebook people watch, play & create. Facebook’s gaming video product supports eSports (14-31% of live gaming consumption), developers, gaming entertainers and social connection for consumers of game stream content. 

Gaming content is digitally native baked in real time interactivity. With gaming video the audience is more than a spectator. They participate in the experience via comments and getting involved in the gameplay.

Messenger 2.0 – 2016 was considered the year of the bot. Primarily fueled by Facebook’s Messenger beta which accelerated the development of a bot ecosystem to further enhance the Messenger experience.

In 2017, Facebook is positioning Messenger as Messenger 2.0 with a sharp focus on integration of other services via chat extensions giving 3rd party bots the ability to seamlessly connect other services such as Spotify or Apple Music.

Facebook is also keen on driving discovery among the 100,000 bots now on the platform via the new discover tab.

Data Design & Artificial Intelligence 

Facebook is focused on leveraging multiple facets of Artificial Intelligence to power their products and accelerate 3rd party ecosystems.

Computer vision, natural language processing, and algorithms drive content discovery and their newly launched AR experiences. AI is now a foundational element to Facebook’s go-to-market strategy.

Facebook’s ultimate goal is to develop intelligent systems that go beyond computer vision and truly understand the world. This will then converge with their vision of an AR driven future to create a unified experience.

The Rise of Proxy’s – In the very near future we as consumers will have intelligent systems serving the role of a proxy. Facebook is betting on M to first serve as a virtual assistant that will eventually become a predictive service that is the foundation for their virtual computing future.

M will integrate into multiple facets of a users life from sharing location to recommendations. In the near future M can become the connection between a recommendation and AR object recognition action.

Virtual Reality & Facebook Spaces – Facebook officially launched Spaces for Oculus. This was first teased at F8 last year and the experience has definitely advanced from the grainy avatars from a year ago.

Facebook took research and learnings from Oculus Rooms via the Samsung Gear and refined an experience that lets your virtual avatar interact with Facebook content and friends in a virtual environment.

From virtual selfies to watching 360 video. It’s very clear to see that Facebook is focused on creating a new for of social interaction via a virtual environment.

The Future – Facebook took the first major step in achieving their 10 year goal of fully immersive augmented reality by launching the camera as their first augmented reality platform.

On day 2 of the conference, they outlined in detail how they view  transparent glasses (deemed more socially appropriate) or some equivalent that is paired with a general artificial intelligence system to enhance our daily lives.

This includes improving memory, cognition, recognition and redefining how we interact with the physical world and collaborate with one another.

Here is the full recap consisting of all 15 territories analyzed plus implications for brand marketers to consider based on the trend identified. 

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In The News: AdExchanger & F8

I had an opportunity to sit down with AdExchanger during Facebook’s F8 developer conference.

We discussed how Facebook’s new focus on Augmented Reality through camera effects can impact the future of marketing. 

From the creation of effect based advertising and the intersection of artificial intelligence and the role of data. 


Read the full article here.

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F8 2017 Live Recap

Coming to you live from San Jose and Facebook’s F8 conference. Here is a recap of day 1. From the camera as the first AR platform to AI & Social VR.

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