Humans and machines working
in harmony
Gaelle Bertrand, Head of Brand Insight
2
The possibilities are endless…
3
Yesterday
Ethnographic
Qualitative
Manual
Small Datasets
Today
Social media listening tools
Automated metrics
Topic detection
Natural language processing
A flexible rational agent that
perceives its environment and
takes actions that maximize its
chance of success
A fresh and...
Data Mining
7
Humans and
Machines
A world without humans?
8
Visual intelligence
9
10
Connected Intelligence
A flexible rational agent that perceives its
environment and takes actions that
maximize its chance of success
Integrate o...
A flexible rational agent that perceives its
environment and takes actions that
maximize its chance of success
A flexible ...
Intelligence Amplification
makes the most effective use of information technology and
augments it with human intelligence.
Thank you!
Gaelle Bertrand
gaelle.bertrand@kantarmedia.com
@gaelleanneclair
BRANDWATCH.COM | #NYKCONF
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Our social media intelligence journey: Human and machines working together in harmony - Gaelle Bertrand

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Machines work fast. They work predictably. They compute, filter and crunch at scale. But they don’t yet interpret. They don’t yet judge. They don’t bring context and culture to the table. Humans are masters of pattern recognition. Of making unexpected connections. They have ‘gut instinct’. So how do we fuse the two in this sphere of social insights? What’s the balance and where are we heading?

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Our social media intelligence journey: Human and machines working together in harmony - Gaelle Bertrand

  1. 1. Humans and machines working in harmony Gaelle Bertrand, Head of Brand Insight
  2. 2. 2 The possibilities are endless…
  3. 3. 3 Yesterday Ethnographic Qualitative Manual Small Datasets
  4. 4. Today Social media listening tools Automated metrics Topic detection Natural language processing
  5. 5. A flexible rational agent that perceives its environment and takes actions that maximize its chance of success A fresh and not yet obvious understanding of customer beliefs, values, desires, motives, emotions or needs that everyone agrees on and can become the basis for competitive advantage Insight
  6. 6. Data Mining
  7. 7. 7 Humans and Machines
  8. 8. A world without humans? 8
  9. 9. Visual intelligence 9
  10. 10. 10 Connected Intelligence
  11. 11. A flexible rational agent that perceives its environment and takes actions that maximize its chance of success Integrate or disintegrate Stan Sthanunathan, SVP, CMI Unilever
  12. 12. A flexible rational agent that perceives its environment and takes actions that maximize its chance of success A flexible rational agent that perceives its environment and takes actions that maximize its chance of success. Artificial Intelligence
  13. 13. Intelligence Amplification makes the most effective use of information technology and augments it with human intelligence.
  14. 14. Thank you! Gaelle Bertrand gaelle.bertrand@kantarmedia.com @gaelleanneclair
  15. 15. BRANDWATCH.COM | #NYKCONF

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