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@Econsultancy
#DO2019
AI in Marketing
Deborah Kay
Founder
Digital Discovery
@debbiediscovers
@Econsultancy
#DO2019
D
Founder, Digital Discovery
Ex Cambridge, Wharton MBA
Ex Bain, GIC, Partners Capital
Twitter Bot & Chatbot builder
Chatbot Power Influencer
2018 Top Writer in AI on
Medium
Head of Digital Transformation
Mentor of Sammy the Sailing
Bot, the world’s first AI chatbot
@debbiediscovers
@Econsultancy
#DO2019
Source (McKinsey Global Institute)
A.I. has the potential to create
$3.5-$5.8 trillion in value by 2030
43%
34%
4% 4% 2% 2% 2% 2% 6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
M
arketingand
Sales
SupplyChain
RiskService
Operations
ProductDevelopm
ent
Strategy
Financeand
IT
HR
Others
Value Unlocked
@Econsultancy
#DO2019
What is
Artificial
Intelligence
@Econsultancy
#DO2019
Artificial Intelligence is
the ability for computers
to perform tasks that, in the past,
only humans could do.
@Econsultancy
#DO2019
Machine Learning is the
field of study that gives
computers the ability to learn
without being explicitly programmed.
- Arthur Samuel
@Econsultancy
#DO2019
NLP:
Personality Insights
Sentiment Analysis
Natural Language
Generation
Computer Vision
NLP:
Conversational
Chatbots
4 fast growing areas of A.I
@Econsultancy
#DO2019
Computer
Vision
@Econsultancy
#DO2019
Facial Recognition
@Econsultancy
#DO2019
Image Classifiers
@Econsultancy
#DO2019
@Econsultancy
#DO2019
A.I. Influencer Discovery Platform
@Econsultancy
#DO2019
@Econsultancy
#DO2019
Natural
Language
Generation
@Econsultancy
#DO2019
@Econsultancy
#DO2019
@Econsultancy
#DO2019
@Econsultancy
#DO2019
@Econsultancy
#DO2019
@Econsultancy
#DO2019
@Econsultancy
#DO2019
@Econsultancy
#DO2019
@Econsultancy
#DO2019
@Econsultancy
#DO2019
Conversational
Chatbots
@Econsultancy
#DO2019Bus Uncle is a grumpy bus driver
with 101K users, 27M messages
@Econsultancy
#DO2019Sammy gives real-time wind and
weather readings at East Coast
@Econsultancy
#DO2019Sammy provides real time updates
during regattas
@Econsultancy
#DO2019Sammy turned out to be a big hit
among sailors and parents
@Econsultancy
#DO2019
97% of respondents said we
should keep Sammy for future regattas
@Econsultancy
#DO2019Conversations with Sammy gave us
insights into unspoken human
behaviours
@Econsultancy
#DO2019We doubled the number of
photographers with 4X more photos
as a result
@Econsultancy
#DO2019
Personality
Insights
@Econsultancy
#DO2019
Source: https://frrole.ai/deepsense-app
https://deepsense.frrole.com/
@Econsultancy
#DO2019
Jeff is a sociable individual who is people-oriented, open to dialog and values
coaching and partnerships. Jeff has a very optimistic attitude and has the ability
to see the glass half full rather than half empty. Jeff expects the best to happen
even when there are challenges all around. Jeff can be friendly at times but does
not hesitate from being critical when the situation so demands.
Jeff can be skeptical of what others have to say and can question them
incessantly until Jeff gets his/her answers.
Jeff Rajeck
@Econsultancy
#DO2019
Try to be
profusely
apologetic
Try to be
friendly, casual,
compassionate
Try to be
respectful,
logical
Personality insights
& Customer Care
@Econsultancy
#DO2019
When you
combine A.I
superpowers
@Econsultancy
#DO2019
Chatbot + Sentiment Analysis
@Econsultancy
#DO2019
Chatbot + Computer vision: OCR
@Econsultancy
#DO2019
Try to be profusely
apologetic
Sir/Madam, I am really very
sorry about your trouble. We
will make sure that this is
fixed immediately so that you
do not have any more trouble.
I apologize again.
Try to be friendly, casual,
compassionate
Hi there! Don't worry, we
would take care of it in the
next 2 hours for sure. Hit us
up if you still have issues.
Try to be respectful, logical
Sir/Madam, I am sorry about
your trouble. This would be
fixed asap. Please let us
know if it's not fixed in the
next 2 hours.
Personality insights + NLG +
Email / Chatbot
@Econsultancy
#DO2019
Key Takeaways for 2019
• More than 40% of AI’s value add will come from
sales and marketing
• Four big applications are: computer vision,
personality insights, NLG, conversational chatbots
• Synergistic combination of different AI capabilities
will drive explosive growth
• First ask, if you have the data & the capabilities
Worry less about the budget
• If yes, leverage open source AI to build
proprietary models
• If no, try 3rd party tools
@Econsultancy
#DO2019
Thank you
GET IN TOUCH
Deborah Kay
Digital Discovery
Deborah@digitaldiscovery.sg

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Digital Outlook 2019: AI in Marketing