In The News: Ad Age AI & Brands

Recently, my commentary on data & AI was included in an Ad Age piece on the role of data, artificial intelligence & brands.

Here is a link to the full article.

Here is my full commentary based on Ad Age’s original question…

Ad Age: We’re seeing more agencies now offering services for AI solutions, but how do you see this shaking out? What will separate the ones who will succeed with the ones that do not?

TOM: Offering an AI service for clients is one thing, but the key is understand that data is the fuel for AI. Without a solid understanding and corpus of data as a starting point for AI driven experiences consumer facing experiences have the potential of falling flat.

The organizations and experiences that will succeed in the short term with AI will understand that the consumer facing experience should not try and solve every possible outcome for consumers.

We have conducted research on user expectations of AI and there is one fundamental truth for adoption of AI and consumer facing experience adoption across generations and that is ease & convenience. Whether it’s managing personal time, predicting financial needs, or order replenishment through AI. The key is to understand that AI solutions need to seamlessly make consumers lives easier.

What will truly separate AI solutions over time are the ones that have both structured & unstructured data at the core that is built to action against consumer needs, will design for multimodal experiences beyond mobile and desktop, and be prepared to fully guide consumer experiences via virtual assistant ecosystems as AI becomes a proxy for consumers over time.

The organizations that can market to both consumer and systems will win the day. It’s no longer just the consumer decision decision journey as system based marketing via AI is now here and will continue to take on more responsibility for consumers.

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Financial Brand Forum Tom Edwards Keynote

I recently had the privilege to deliver the Evolution of Experience keynote at the 2018 Financial Brand Forum.

For this event, I tailored the Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhanced to focus on Data, Artificial Intelligence, Multi-Modal and the New 4 P’s of AI marketing,  and much more.

Empower is looking at how accessibility to mobile technology has led to consumers being empowered to create, amplify and influence across generations. Specifically looking at the behaviors of Gen Z and the evolving role of the camera.

Exponential is all about acceleration through intelligent systems. This looks at the role of data for AI as well as the rise of virtual assistants and the ability to predict consumer needs and ultimately become a proxy for the individual that will split decision journeys between consumers and algorithms.

Enhanced is all about the bridging of physical and digital and how immersive computing, AR, VR, computer vision will make the user’s camera intelligent and forever our version of reality.

The talk ends with an explanation of how we will evolve from a mobile-centric world to the new normal of voice, vision and touch experiences powered by AI including a date when it will all converge as well as 4 new P’s of marketing to consider building future state strategy around.

It was a good crowd and I really enjoyed the 45 minute session + Q&A.

If you are interested in having Tom speak at your event please contact here.

Tom Edwards Speaker Bio

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Dr. Pepper Media Masters Keynote

I had the privilege of presenting to the Dr. Pepper Snapple Group marketing organization today via a Keynote format on the topics of data & the evolution of experience during their Media Masters event.

The first half of the hour-long talk explored how Epsilon Agency approaches data and data design. Highlighting our work with structured data, our view on the alignment of actioning of data through mapping attributes to dimensions and then highlighting multiple case studies tied to our unstructured data work and machine learning approach.


Then the presentation shifted into the full Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhance and discussed how we will evolve from us inputting into technology, to our environment adapting to us.

Dr. Pepper Media Masters

Empower is looking at how accessibility to mobile technology has led to consumers being empowered to create, amplify and influence across generations.

Exponential is all about acceleration through intelligent systems. This looks at the rise of virtual assistants and the ability to predict consumer needs and ultimately become a proxy for the individual that will forever alter the path to purchase.

Enhanced is all about the bridging of physical and digital and how immersive computing, AR, VR, computer vision will make the user’s camera intelligent and forever changing the retail experience.

The talk ends with an explanation of how we will evolve from a mobile-centric world to the new normal of voice, vision and touch experiences powered by AI including a date when it will all converge.

It was a great crowd and I really enjoyed the hour with such a highly engaged and interactive group.

If you are interested in having Tom speak at your event please contact here.

Tom Edwards Speaker Bio

Follow Tom @BlackFin360

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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SXSW Interactive 2017 Trend Recap

This past week, over 30,000 digitally centric professionals, including myself and Ian Beacraft, descended on Austin, Texas for SXSW Interactive 2017. Our focus was to meet with key strategic partners, gauge emerging trends, monitor product launches and most importantly create content and POVs.

Content included a comprehensive text based trend recap download, live streaming from the trade show floor as well as a full video recap.

Over the years SXSW was an ideal event to gauge and project consumer centric tech trends. From Twitter empowering consumers in 2007, Foursquare focusing on location in 2009, social proximity with Highlight in 2012 and live streaming via Meerkat in 2015.

2017 focused on the rise of intelligent systems from a content perspective and immersive experiences bridged physical to digital.

Marketing is quickly shifting from disruptive tech to acceleration through intelligent systems. It’s less about the latest app fad, and more about how quickly the combination of data, intelligent systems and smart environments are going to impact consumer behavior in the future.

The technology featured at SXSWi 2017 aligns with my view of the coming intelligence revolution. This revolution will be built on new data types that will simplify complex tasks, predict need states and usher in new forms of computing that will radically alter how we connect with both consumers and intelligent proxies.

The attached event recap highlights trends across our framework of Connection, Cognition, Immersion & Convergence which is building towards enabling the acceleration of the Intelligence Revolution.

Connection – Trends that reimagine how we connect, enable and empower consumers.

  •  How conversational experiences are evolving and the impact that voice based experiences will have on the web
  • How social proximity and personalization have been refined
  • How interactive video is evolving

Cognition – Trends where machine-based intelligence will disrupt and redefine data assets and how we work.

  • Understand the evolution of storytelling through AI and the importance of data design
  • How emotive robotics will serve as a bridge between general assistants of today to the intelligent and more human systems of tomorrow
  • Learn more about the friction between artificial intelligence and intelligence augmentation of humans
  • Learn about the pending intelligence revolution and the role that the Proxy Web will play

Immersion – Trends that align technology and presence to evoke emotion, entertain and power commerce

  • Understand the evolution of immersive and full sensory experiences. From new forms of user interfaces such as light to mixed reality and everything in-between

Here is the download for the SXSW 2017 Trend Recap and Full Recap Video.

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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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MWC 2017 – Data Design Speaking Recap

What a great show! Mobile World Congress is when the tech world converges on Barcelona, Spain to discuss the ever expanding domain of mobile. I was excited to attend this years event for three reasons: speaking engagement, conducting tours for media and live streaming on behalf of Epsilon. This post will focus on a comprehensive recap of my panel discussion and pre-session approach.

SPEAKING – I had the opportunity to speak at the Modern Marketing Summit event at Mobile World Congress with the CMO of Aston Martin. The main topic was discussing where he could place bets on emerging tech in the near future. I wanted to put more rigor around the discussion and spent time ahead of the session diving into our proprietary data assets to uncover hidden truths about Aston Martin drivers as the basis for recommendations on where to invest for the future.

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One of the teams I lead is called Data Design. We take unstructured data from a given category such as automotive and apply machine learning to process conversation among owners and map key perceptions, occasions and attributes as well as personality. Machine learning directs our quantitative research and then we overlay some of the worlds largest proprietary data assets to map category perceptions and behavior among Aston Martin drivers.

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This approach proved impactful as the foundation based on data design allowed for differentiation of opinion through insights that allowed a more seamless transition to discuss the intersection of emerging technology and new behavioral signals that will continue to empower consumers.

I begin mapping future state strategy through the lens of Connection, Cognition & Immersion. 

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CONNECTION – Trends and technology that connect us, this can include voice based and conversational experiences such as chatbots. Here are previous posts on Connection.

COGNITION – All facets of artificial intelligence such as Machine Learning, Deep Learning, Neural Networks. Here is a previous post on AI.

IMMERSION – Full sensing and immersive experiences, Virtual, Augmented, Mixed, Merged reality, all of these will have an impact in the near future, and possibly shift entertainment from the back seat to the front. Here are previous Immersion posts

Once I outlined each of the components of the Connection, Cognition & Immersion framework I then recommended that he first begin by laying a foundational data designed strategy to prepare for the pending intelligence revolution.

The Intelligence Revolution will incorporate both reactive and predictive elements in anticipation of the rise of the Proxy Web & System based journeys. All of this is built on a foundation of data + decisioning and will transcend individual technologies.

Here is additional context about the four components of the intelligence revolution:

REACTIVE DATA SETS – Today most consumer centric marketing is based on reactive data. For this panel I began with machine learning based AI to map the psychographics of the Aston Martin user.

PREDICTIVE – Next you will see the rise of predictive algorithms and API’s. This is where you see the combination of reactive datasets and regression analysis and modeling to build towards predictive experiences.

PROXY WEB – This is essential for the most important point to consider which will be the time very soon when the consumer may not be at the center of marketing. The Proxy web is where bots or other intelligent systems will drive predictive discovery driven by vertical and horizontal algorithms. Where the bots become the new DSP’s and IOT based sensors and intelligent environments become the new DMP’s.

SYSTEM BASED JOURNEYS – That will lead to a new type of consumer journey, except this time it is the addition of system based journeys that provide both predictive elements, but also overlay situational awareness across an intelligent environment.

More detail to come on the topic of the Intelligence revolution in a future post.

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