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The Future is Artificial Intelligence, David Cole, IBM Watson

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Hear how Artificial Intelligence and IBM Watson's Cognitive Technology is changing the way brands interact with their customers and allowing marketing to be done at the individual level.

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The Future is Artificial Intelligence, David Cole, IBM Watson

  1. 1. Marketing to the Individual with Artificial Intelligence David Cole Watson Ecosystem Europe Mail: davidjmcole@uk.ibm.com Twitter: @davidjmcole Mobile: +44 7802 475522 Powered by
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  5. 5. We face an overwhelming wave of data in every industry of the world’s data was created in the last two years. of the worlds data is unstructured. 90% 80% 2010 2020 Sensors & Devices Text Enterprise Data Images/ Multimedia 44 Zettabytes Gap Traditional You are here 2016 5
  6. 6. A new era of computing 6 Tabulating Systems Era Programmable Systems Era Cognitive Systems Era 1900s 1950s 2010s
  7. 7. 8 Three capabilities that differentiate cognitive systems from traditional programmed computing systems. Reasoning They can understand information but also the underlying ideas and concepts. This reasoning ability can become more advanced over time. Learning They never stop learning. As a technology, this means the system actually gets more valuable with time. They develop “expertise”. Understanding Cognitive systems understand like humans do, whether that’s through natural language or the written word; vocal or visual.
  8. 8. 9 Humans excel at: DILEMMAS COMPASSION DREAMING ABSTRACTION IMAGINATION MORALS GENERALISATION Cognitive Systems excel at: COMMON SENSE NATURAL LANGUAGE LOCATING KNOWLEDGE PATTERN IDENTIFICATION MACHINE LEARNING ELIMINATE BIAS ENDLESS CAPACITY Cognitive systems are creating a new partnership between humans and technology.
  9. 9. Watson is creating a new partnership between people and computers that enhances, scales and accelerates human expertise.
  10. 10. Putting Watson to work to address the world’s pressing issues R&D Demonstration Commercialisation Cross-industry Applications IBM Research Project (2006 – ) Jeopardy! Grand Challenge (Feb 2011) Watson for Healthcare (Aug 2011 –) Watson Industry Solutions (2012 – ) Watson for Financial Services (Mar 2012 – ) Expansion
  11. 11. Watson is a set of cognitive capabilities 12 Watson’s APIs are the cognitive building blocks that harness our data. They cover four main areas: Language, Speech, Vision and Data Insights
  12. 12. Personality Insights Social Media Engagement Recommendation Values Psycholinguistic Analytics Big 5 Attitude Emotion Style Needs 13
  13. 13. 14 Tone Analyzer Linguistic analytics detect and interpret emotional, social, and writing cues found in text. Suggestions to improve the intended tone of the message for better audience relevance.
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  15. 15. 38% are willing to share their social handle with a trusted brand 51% of consumers see the potential for benefit in sharing their social handle 17 68% of CMOs report being unprepared for the growth in social data 65% of CMOs report being unprepared for the growth of channel and device choices. The top three most prominent challenges for CMOs are data explosion, social media, and the growth of channel and device choices
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  21. 21. How predictable are the judges of creative awards? The Drum and IBM Watson teamed up to find out: •Using IBM Watson Visual Recognition the service was trained on 1000s of previous winners and losers. •On 20th June 2016 Cannes Lions released the shortlisted outdoor poster campaigns. •Taking the shortlisted UK and US entries the campaigns were passed to the trained model for prediction. •On 21st June 2016 Cannes Lions announced the winners. •Watson predicted 75% of the winners verses the losers.
  22. 22. How do we see the future? 29
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  24. 24. How do you get started? 31
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  27. 27. What will you do with Watson? 34 @davidjmcole davidjmcole@uk.ibm.com

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