Tag Archives: AI

LIVE: SXSW Interactive 2017 Recap

Here is a video recap shot live from the floor of SXSW Interactive 2017 on day 1 on the opening of the tradeshow floor.

The video outlines emerging technology and trends tied to Connection, Cognition and Immersion and touches on key territories such as:

  • Conversational Experiences
  • Emotional Intelligence
  • Artificial intelligence vs. Intelligence Augmentation
  • Mixed Reality
  • The rise of the Proxy Web

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LIVE: MWC 2017 Trend Recap

Here is a video recap shot live from the floor of Mobile World Congress 2017 in Barcelona.

The video outlines emerging technology and trends tied to Connection, Cognition and Immersion and touches on key territories such as:

  • Evolution of Conversational Experiences
  • Artificial intelligence and Advancements in Smart Assistants
  • New Types of Interfaces Beyond Mobile
  • The rise of 5G
  • Convergence of Artificial Intelligence and Virtual Reality

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7 Ways AI will Enhance Marketing

For the past 12 months, my Epsilon team and I have focused on multiple facets of artificial intelligence (AI) with data as the primary fuel that powers key insights. We have leveraged machine learning, natural language processing, predictive APIs, and neural networks to uncover consumer truths that previously would have taken weeks or months to uncover.

Having the opportunity to work with comprehensive, boundless proprietary data assets is incredibly exciting. In addition to fueling strategy work, it also drives emotional connections with consumers, bonding them to brands in meaningful ways. It is the future of marketing.

Now past the experimentation phase, I can say confidently that AI will be a key driver of technology growth over the next decade and will significantly impact consumer marketing. Initial predictions show the market for AI-driven products and services will jump from $36 billion in 2020 to $127 billion by 2025*. (*Source: BofA Merrill Lynch Global Research Estimates — 2017 the year ahead: artificial Intelligence; The rise of the machines.)

Most AI we work with today is categorized as Artificial Narrow Intelligence (ANI). This means that the AI is extremely adept at executing specific tasks.

Right now, there are seven subsets of artificial intelligence, outlined below. Brand marketers can better uncover insights, connect with consumers, and redefine customer experiences using this innovative technology.

Machine learning (ML)

ML uses human coded computer algorithms based on mathematical models. Probability models then make assumptions and/or predictions about similar data sets.

Currently, machine learning can be leveraged as a service to accelerate sentiment analysis and domain-specific insights. It also serves as a foundational element for identifying consumer behavior based on occasions, perceptions, and attributes to construct themes and trends from unstructured data which represents the thoughts, behaviors, and preferences of consumers taken directly from their online activities.

In 2017 and beyond, I expect more third-party providers will offer ML as a cloud service brands and agencies can leverage to transform products and services into smart objects, able to predict needs and preferences.

Machine learning solutions have allowed my team to align our proprietary structured data assets with unstructured data to combine the best of both worlds. This began to accelerate our processing and analysis capabilities to uncover consumer truths within unstructured data to further fuel our agency’s strategic storytelling.

Cognitive computing

Cognitive computing builds on machine learning using large data sets.

The goal is to create automated IT systems that can solve problems without human intervention. Marketing centric cognitive computing solutions can consist of a single, all-encompassing solution, or be comprised of multiple services that build and scale applications over time.

From a marketing application perspective, cognitive computing-based solutions range from customer experience enhancing chatbots to closed loop systems for tracking media performance.

Bank of America recently launched the Erica bot using AI, cognitive messaging, and predictive analytics to further influence consumers’ ability to create better money habits.

Cognitive computing will be key to unlocking the potential of conversational experiences. As ecosystems continue to rise, many of the 30,000 chatbots on Facebook Messenger are powered by AI services.

Facebook’s own M virtual assistant housed within Messenger will soon come out of beta testing and will incorporate cognitive suggestions based on content of a conversation users are having. The goal is to make Messenger-based interactions more convenient, enabling users to access services without leaving the conversational thread within Messenger.

Speech recognition and natural language processing (NLP)

NLP refers to intelligent systems able to understand written and spoken language just like humans, along with reasoning and context, eventually producing speech and writing. NLP plays an essential role in the creation of conversational experiences.

Voice-based experiences, such as Alexa’s voice services (AVS), will become pervasive over the next few years. It is projected that by 2020, 30 percent of web browsing sessions will happen without a screen.* (*Source: Gartner analysts at Symposium/ITxpo 2016.)

The core of the AVS experience is a combination of automated speech recognition, natural language processing, and a cloud-based AI that comprise a voice-based user experience.

As with most artificial intelligence entities, learning new skills is how personalized and contextual experiences will be created. With Alexa, it is possible to “teach” new conversational elements and interactions through developing skills.

Here is an example from Domino’s pizza that allows consumers to order pizza directly through Alexa voice services.

Alexa skill development is one of the quickest ways for brands to connect with the rapidly growing audience that calls upon Alexa to empower their daily lives.

Fitbit is another brand leveraging Alexa-based skills to extend brand engagement. Traditionally Fitbit users depend on an app to visualize their data. With the Fitbit Alexa skill users can get a quick update on the stats that matter the most without the need of a screen.

Deep learning

Deep learning builds on machine learning using neural networks. Neural networks are statistical models directly inspired by, and partially modeled on, biological neural networks such as the human brain. The use of neural networks is what differentiates deep learning from cognitive computing.

Deep learning is currently redefining Google’s approach to search, and search engine optimization (SEO) will never be the same. Previously, Google search results were based on algorithms defined by a strict set of rules and SEO was based on regression models that looked at past behavior to adjust a given strategy.

With the introduction of RankBrain, Google’s machine learning technology, in 2016, search algorithms are now enhanced with artificial intelligence. Google is now processing roughly 15 percent of daily queries by mixing the core algorithms based on each search type.

The system is adept at analyzing words and phrases that make up a search query. It also decides what additional words and phrases carry similar meaning.

Expect the percentage of search queries handled by AI to significantly increase. Marketers will need to rethink site architecture, content, and the signals being sent via backlinks as the systems continue to learn on a query-by-query basis.

Predictive application programming interfaces (APIs)

A predictive API uses AI to provide access to predictive models, or expose access to an ability to learn and create new models.

Fortune 500 company USAA is analyzing thousands of factors to match broad patterns of customer behavior through its intelligent virtual assistant Nina.

As we shift from consumers using technology to technology enhancing consumers, predictive APIs will play a key role in providing recommendations, enhancing customer service, and providing real-time analytics without in-house data scientists. This is key to unlocking new forms of value exchanges with consumers in a hyperconnected world.

Image and object recognition

Image recognition finds patterns in visually represented data, pictures, and objects. Facebook and Google are two organizations focused on AI research and solutions in this area.

As image recognition is extended into video and live broadcasts, it will redefine contextual relevance, categorization, and automation of content distribution.

Combined with the advancement of cameras, image recognition and machine learning are transforming the way we process data, including much more than just attitudes and behaviors.

Brand marketers can now leverage images, facial expressions, body gestures, and data collected from IOT-enabled devices to understand the triggers behind behavior and build experiences that anticipate their customer’s needs. This requires brand marketers to transform their data strategy to expand beyond first- and third-party data to also incorporate unstructured datasets that capture affect and unconscious data inputs.

Snap’s pending patent on object recognition is potentially game changing. A recent patent application shows its desire to built object recognition into snaps that can enhance recommended and sponsored filters most likely powered by an AI-based system. This showcases how any object can be aligned with creating immediate context with a consumer and brand.

Olay launched an AI-powered Skin Advisor that ingested user generated photos and provided recommendations for suitable products.

Dynamic experience generation

AI-based systems not only have the ability to parse through large data sets and offer predictive solutions, but also can drive the creation of dynamic experiences. AI will become a powerful tool for creating vs. analysis.

Many startups are leveraing AI APIs to create intelligent solutions. The Grid (https://thegrid.io) is leveraging AI to automate web design with Molly. Molly analyzes design decisions and creates new web experiences.

Eventually, AI will be a key driver of creating augmented reality experiences. Dynamic experience generation through AI will recreate physics, recognizing gestures and movements that can generate new consumer experiences.

Below, Mark Zuckerberg discusses the future of AR/VR at Facebook’s F8 conference.

The various subsets of artificial intelligence will continue to be interconnected, redefining how we approach connecting with consumers. AI makes it possible to know the consumer better than ever before. If approached correctly, with the right mix of AI subsets leveraged, companies will see their business grow.

This is a repost of my recent iMedia cover story.

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Tom Edwards Innovation To Reality

In The News: iMedia 7 Ways AI Enhances Marketing Cover Story

This morning my new article 7 ways artificial intelligence will enhance marketing was the cover story for iMedia Connection.

The article reviews seven subsets of artificial intelligence from machine learning, cognitive computing, natural language processing, deep learning, predictive API’s, object recognition and dynamic content generation and how brand marketers can better uncover insights, connect with consumers, and redefine customer experiences using this innovative technology.

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In The News: Entrepreneur.com & AI

I recently sat down with Jeffrey Hayzlett of C-suite TV for the first episode of season 7 for Executive Perspectives live.

He recently wrote a piece for Entrepreneur.com outlining 5 business trends that will take off in 2017. Jeffrey referenced our conversation regarding automation of conversational experiences through artificial intelligence.

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The infusion of voice-based technology into consumer products, and the ways in which brands are shifting from social media to social messaging strategies were the subject I addressed with Epsilon Chief Digital Officer Tom Edwards, during a recent interview. Edwards told me how “disruption is the new normal” and how chatbots are the next thing chief marketing officers will have to deal with as technologies keep evolving.

For more insight from the discussion here is a link to the full interview.

c-suite-blackfin360

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Tom Edwards Innovation To Reality

In The News: Marketing Dive & 2017 Trends

I was recently asked by Marketing Dive about how digital marketing will evolve in 2017.

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One of the key territories I discussed for this piece was the role artificial intelligence, machine learning and cognitive experiences will play in the near future.

From leveraging machine learning to accelerate sentiment analysis and domain-specific insights to cognitive computing solutions that automate experiences without human intervention to the rise of voice-based user experiences that will continue to expand in 2017 to deep learning that will fundamentally change how brands approach SEO to predictive API’s that will expose access to predictive models to further create seamless experiences for consumers, cognitive and intelligent systems will play a key role in how we approach marketing in 2017,” said Tom Edwards, Chief Digital Officer at the agency within Epsilon.

When asked about social media marketing in 2017:

Marketers will need to shift their strategy from one of personification of the brand to a seamless experience that is about simplifying and predicting needs while also empowering consumers to create their own stories,” said Epsilon’s Edwards.

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Tom Edwards Innovation To Reality

 

Galactic Cannibalism & The Future of Marketing

I have spoken a lot recently about how disruption is the new normal. I recently heard someone compare the last five years as a “supernova” of disruption in terms of the intensity and velocity of change. 

With the rise of artificial intelligence, conversational & ambient experiences, connected systems and mixed reality on the horizon we are moving well beyond a supernova and are now on the verge of galactic cannibalism.

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Galactic cannibalism is when one galaxy collides with another and there is a subsequent absorption of parts of one into the other. From a consumer marketing standpoint how we consume and interact via digital channels is about to be absorbed and redefined through new advancements in connection, cognition & immersion.

The key point to surviving and thriving is to have a comprehensive data strategy as data assets will serve as the fuel of this shift. Regardless of which galaxies collide a thorough understanding of data, content, experiences and outcomes is a marketing foundation for the future.

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Tom Edwards Innovation To Reality

IIeX 2016 Machine Learning + AI = Data Driven Creative

Yesterday I had the privilege to speak at the Insight Innovation eXchange or IIeX North America 2016 discussing our approach to getting data driven creative via Machine Learning and artificial intelligence.

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This presentation was a joint effort between my Epsilon team and one of our strategic partners Oculus360. I work closely with Raju Kattumenu, the founder of Oculus360 and we have engaged on numerous initiatives over the past year.

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This has allowed us to leverage the power and reach across public domains leveraging their technology combined with our proprietary data assets to validate consumer truths or find new connections based on occasions, attributes, perception & demand signals.

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The technology is a combination of natural language processing, an artificial intelligence neural network and machine learning systems that combine to unlock various themes & trends associated with demand signals created by consumers.

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The key to this approach is that instead of starting macro across all facets of the web or social conversation, this approach looks at specific domains and can go incredibly deep down to the product sku level.

We then take the results from this approach and combine it with our connection planning process and data assets to unlock consumer truths that will define our approach to creative and strategic territories. It truly is an approach where data fuels creativity.

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This approach of combining machine learning + AI with Epsilon’s data assets allows us to truly identify contextual moments to create personalized experiences.

Context is key as this informs whether we should use storytelling vs. storymaking moments. We then align moments with personalized elements of the story based on our data findings and use cross device identity to create personalized story delivery at scale.

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I also discussed how we have realigned our approach to planning with data science to inform creative territories & strategic themes as well as how this approach supports innovation initiatives by informing and validating consumer readiness when it comes to emerging storytelling mediums.

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We then showed an example based on the mini-van category. Traditionally mini-van advertising has stayed very close to the “family” approach to connecting.

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We wanted to either validate the approach or find new consumer truths based on all the factors outlined above. What we found was very interesting as key attributes and occasions began to surface that outlined new demand signals that could be used to shift perception.

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This also allows us to take a look across brands and see which brands align with specific occasions which can lead to differentiation among competitors.

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We can also look at specific features associated with each of the brands to identify new territories or areas to focus on driving awareness, engagement or advocacy.

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In order to maximize contextual connections with consumers it is important to not only have qualitative data tied to consumer insights. It is also critical to leverage the power of machine learning and artificial intelligence combined with strong data assets to unlock demand signals that can fuel the creative process.

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SXSW Interactive 2016 Curated Guide

Each year I make the annual trek to SXSW Interactive. With so much content to consume, events to attend and experiential installations to see even conference veterans can get overwhelmed prioritizing where to start.

GrumpyCat BlackFin360

One of the highlights from SXSW past is meeting a sleeping Grumpy Cat. 

With this in mind my team and I have created a specially curated downloadable guide of must attend talks and panels based on their relevance of topic, application to various business situations and strength of speakers.

The Guide also aligns to the following five trend territories I identified for 2016.

  1. Social Media to Social Messaging

Social Media To Social Messaging

2. AI and Emotive Robotics

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3. Virtual Reality

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4. Dark Social

Dark Social

5. Connected Everything

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Feel free to Download and enjoy the guide!

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2016 Header

10 Learnings from Facebook F8 2015

Today my recap of 10 Learnings from Facebook F8 is the lead cover story for iMedia. Here is a link to the full article and below is a repost of the content.

iMedia Cover Story F8

I recently attended the 2015 Facebook F8 conference. Below is a recap of my top ten takeaways from the annual developer conference. The following outlines the current and future plans of one of the world’s largest tech companies.

F8 2015 Top 10

Current State – The primary theme of the opening keynote delivered by Mark Zuckerburg was one of “people first”. Facebook is now positioning it’s core offerings as a family of applications that are designed to align with how people are naturally using technology to engage and share.

F8 2015 Current State

It was quickly noticeable that each platform now plays a very specific role in the Facebook ecosystem. WhatsApp will continue to be a simple messaging platform, Instagram will maintain a focus on simplicity and creative expression.

Messenger is quickly being positioned as the primary mechanism for 1:1 communication and direct connection with businesses and groups continues to be a go to for 700 million people who want to collaborate around specific topics.

The core Facebook experience is focused on further extending it’s video capabilities while highlighting how they will remain relevant in the future by setting the foundation to support deeply immersive forms of content such as virtual reality.

Enhanced Messaging – One of the highly touted announcements was the expansion of Messenger to a 3rd party development platform. This is an important move for Facebook, especially with WhatsApp confirming during the conference that they will not be providing API’s any time soon on their product roadmap.

F8 2015 Enhanced Messaging 1

3rd parties can now reach and engage over 600 million active users. With the Messenger Platform it is possible to drive discovery, engagement and attribution through images, videos, GIF’s and sound clips.

Applications can either be stand-alone apps designed to enhance conversations, or it is possible for a brand application to create a workflow to share content through messenger and deep link into the messenger optimized experience in their native application.

F8 2015 Enhanced Messaging 2

Facebook also announced the beta launch of Businesses on messenger, which is how Facebook envisions brands and consumers engaging directly through enhanced customer service and value add to the consumer through templates that can showcase product details and enhanced order details.

Embedded Video – Facebook users are viewing over 3 billion videos per day and Facebook took another step towards challenging Google owned YouTube for market share by launching a new embedded video capability.

The new feature supports view count synchronization, full-bleed video and includes social actions in video such as Like and Share. Key points to consider are the desktop version is flash based and mobile is HTML5.

F8 2015 Embedded Video

In recent Facebook briefings there have been discussions about Q3 introducing sequential storytelling into the fold. This is one area that the current embedded video option is lacking compared to YouTube. YouTube currently has the ability to create annotations and now “Cards” to create connections between assets.

Importance of Advocacy – With all of the talk about Facebook and brands lack of organic reach, it was confirmed that for users the newsfeed is still mostly deterministic in terms of the content that is served. This confirmed that peer to peer sharing is still the most viable option for content centric brands.

Another central theme was tied to sharing of content and the importance of creating relevant and engaging content that inspires consumers to share. It is also important to create content that is tailored for the audience and then selecting the ideal application from the Facebook family delivery and discovery.

F8 2015 Importance of Advocacy

While most social brand personification strategies have taken a back seat now on Facebook’s primary platform due to the shift towards reach and frequency, leveraging consumer and employee advocates as well as groups are still viable means to distribute a message outside of paid advertising.

State of Plug-Ins – Social plug-ins have been a staple of the Facebook ecosystem for years. The Facebook social plug-in’s team outlined their intentions to redefine the experience of many of the standard plug-in’s to create a richer mobile experience.

The first step is to relaunch Facebook moderation tools to allow greater flexibility and an optimized experience for moderation that includes bulk actions, custom lists and is being rewritten from scratch for a better mobile experience.

F8 2015 State of Plug Ins

The team also outlined they are testing a new form of comment mirroring that aggregates comments from external news articles to the Facebook page and vice-versa. This is a key point to consider as this will align different audiences and shift the potential engagement that happens on-page.

Instagram – The Instagram team reiterated their focus on being community first and maintained that simplicity matters above all else when it comes to their product roadmap and the overall experience of the application.

The team confirmed that the Instagram newsfeed is 100% deterministic meaning that the content posted from your followers will appear in your feed. Based on this feedback, potentially adding features like a ReGram is not currently on the roadmap as the goal is to keep the experience simple.

F8 2015 Instagram

They reiterated that Instagram is not a distribution platform for brands. Likes, follows and comments will not necessarily drive additional visibility within the platform due to the deterministic feed and the lack of any type of ReGram functionality.

For brands, the ideal approach is to curate against existing behaviors and create a relationship with passionate fans to showcase their view of the brand as the core assets to fuel your branded experiences.

Omnichannel – In recent years, Facebook has increased their focus on shopper and direct response capabilities. They stated that they view Omnichannel as the future of commerce and they are positioning their cross-channel approach as the ideal for brands.

Facebook highlighted the size of their network, the persistence of logged-in identity and their cross-platform approach as to why they should be considered as a holistic omnichannel offering.

F8 2015 Omnichannel

A key point of discussion was tied to cross-screen attribution without proxies. With their SDK and conversion pixel, they stated that they have the ability to capture accurate measurement tied to their real users.

Future State – The most intriguing aspect of F8 was the insight into the future of Facebook strategy outlined by Facebook’s CTO Mike Schroepfer. In his keynote, he discussed the three core areas of focus for the near future. Those being planetary connectivity, natural interfaces and immersive experiences.

F8 2015 Future State

Services that scale and planetary connectivity are key areas of focus in the near future for Facebook. One of the key initiatives is tied to the Aquila unmanned solar drone. The drone is designed to stay aloft for three months at a time to deliver connectivity for remote regions.

Information overload was also an area of discussion for the future of Facebook. The goal is to build contextual systems that deal with information overload. One approach was the use of artificial intelligence built around the concept of convolutional neural nets that essentially create deeper associations between content elements at a faster rate than a simple algorithm.

The last of the three core pillars of the future state of Facebook is tied to the importance of creating and enabling the consumption of immersive content such as virtual reality. One of the key immediate takeaways was the fact that 3d spherical videos will be supported in the Facebook newsfeed. This is setting up for the immersive virtual reality experiences that are to come.

Parse + IOT – Facebook’s Parse was also a primary area of focus. Facebook acquired Parse in 2013. Since then, they are leveraging the platform as a service offering to provide additional rapid development services to mobile app developers such as user management, push notifications and analytics at scale.

F8 2015 Parse + IOT

Now with over 400,000 apps built on Parse, the Facebook team is now extending Parse to connect Internet of Things experiences. Facebook wants to make it easier for developers to leverage data from connected devices into their applications.

Many other tech heavyweights are investing in IOT data solutions. Apple, Google and recently IBM are all vying to unlock the key to leveraging IOT data.

Facebook’s approach is to connect devices and software that share common elements to increase the probability of systems working together. This could then lead to Facebook being the data aggregator between devices, software and data to create unique experiences across devices.

Virtual Reality – Virtual Reality played a key role throughout F8. Facebook referenced Virtual Reality as the next evolution of content experiences.

They showcased different applications from their teleportation stations that showcased what was happening in Menlo Park to their more immersive Crescent Bay demos that showed off the full capability of the Oculus Rift.

F8 2015 Virtual Reality

Facebook also spent half of a keynote simply showcasing the physiology associated with virtual reality and how the timing is now right as the cost of technology to create affordable consumer products is feasible, the experience is compelling and there is broad industry participation and a long-term commitment to advance the technology.

Facebook did a great job of balancing the short term vs. the future state while ensuring they are bringing their developer partners along the way. By shifting towards the family of apps strategy as well as building towards connected devices and immersive experiences, Facebook is in a position to remain relevant well beyond whatever happens with the core Facebook platform.

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