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AI: Start Today

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AI: Start Today

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I gave this talk at Tonic, the event for marketers. People have heard a lot about Artificial Intelligence and sort of get what it is. They wanted some practical tips on how to start AI today. I cover 4 things that you can start in an afternoon if you want to leverage your data to improve your business.

I gave this talk at Tonic, the event for marketers. People have heard a lot about Artificial Intelligence and sort of get what it is. They wanted some practical tips on how to start AI today. I cover 4 things that you can start in an afternoon if you want to leverage your data to improve your business.

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AI: Start Today

  1. 1. Tonic March 2019 AI: Start Today
  2. 2. Josh Sephton https://www.linkedin.com/in/joshsephton/ ● Founder of Pritchatts Consulting ● Previously Head of AI at Push Doctor ● Former Software Engineer
  3. 3. Data-Driven Companies are Growing 8x as Fast as Global GDP Source: https://www.forrester.com/report/InsightsDriven+Businesses+Set+The+Pace+For+Global+Growth/-/E-RES130848
  4. 4. “Data is the new oil” - Literally everyone
  5. 5. knows more about interpreting health data than anyone else, leading to higher productivity. licensing deal for AI software $100M The NHS treats more patients but struggles to connect data.
  6. 6. knows more about how people use offices than anyone else, leading to better predictions. valuation with 175,000 members $20B Carillion were bigger but couldn’t capitalise on their insights.
  7. 7. knows more about how people watch TV than anyone else, leading to better personalisation. profit with 5500 employees $400M Sky only generates half as much profit per employee.
  8. 8. 1. Segmentation 2. Chat Automation 3. Personalisation 4. Human Augmentation Complexity
  9. 9. 1. Segmentation Finding groups in your customer data.
  10. 10. Needs to make their adverts perform better to continue growing the free service.
  11. 11. 42M monthly active users for a free service, monetised by advertising.
  12. 12. “WeTransfer will not look into your transfer or files.”
  13. 13. Weekly Distribution NumberofTransfers
  14. 14. Example Segments ● Excel spreadsheet sent at 5pm on a Friday ● Sketch file received at 12pm every Monday ● Word received on Monday, Powerpoint on Friday = Accountant = Engineers = Marketer
  15. 15. Segmentation Checklist If you: ● want to find groups of similar people So that you: ● can target them with specific marketing Start by: ● gathering all the information you know about people
  16. 16. 2. Chat Automation Make it easier for your customers to talk to you.
  17. 17. The number of customer service agents for this Online GP were growing quicker than the number of monthly consultations.
  18. 18. 50% of their customer queries can be answered by the FAQs.
  19. 19. Customer Service Chatbot
  20. 20. Appearance Personality Helpfulness Humility Integrity
  21. 21. Appearance Personality Helpfulness Humility Integrity
  22. 22. “It’s his first week”
  23. 23. Appearance Personality Helpfulness Humility Integrity
  24. 24. Appearance Personality Helpfulness Humility Integrity
  25. 25. Where are you flying from? Pick your first choice departure airport, we can do another search later if you want to compare flights from different airports. Probably Birmingham
  26. 26. Chat Automation Checklist If you: ● interact with lots of customers through chat So that you: ● improve the speed of response Start by: ● collecting the questions asked and the responses provided
  27. 27. 3. Personalisation Tailor your product for individual customers.
  28. 28. Needs to change how we watch TV so you choose to watch their shows instead of changing the channel.
  29. 29. 5M people watched an entire series in 24 hours in 2017.
  30. 30. Perfect Personalisation If you liked... You’ll see...
  31. 31. Poor Personalisation
  32. 32. Poor Personalisation
  33. 33. Users go on a journey ● Searched for 5 of the top-selling brand names. ● Clicked into 12 results. ● Bought the cheapest 4+ star rating product. Household Brands Niche Brands High Rating Medium Rating Premium Products Budget Products Josh ✅ ✅ ✅ Alan ✅ ✅ ✅ ✅
  34. 34. Personalisation Checklist If you: ● want to improve engagement with your customers So that you: ● can offer different products to different people Start by: ● understanding how people indicate what they want from you
  35. 35. 4. Human Augmentation Make your people better by supporting with AI.
  36. 36. This startup wants to make animal healthcare more accessible and affordable using technology built to utilise data from the ground up.
  37. 37. 1 in 3 people don’t go to the vet because of cost or convenience.
  38. 38. The FutureToday No data Lots of dataMinimum viable data?
  39. 39. Symptom Checker App
  40. 40. Human Augmentation Checklist If you: ● want to automate or support some aspect of employee’s jobs So that you: ● can free up time for people to concentrate on hard tasks Start by: ● collating the information they rely on to complete those parts of the job
  41. 41. 1. Segmentation 2. Chat Automation 3. Personalisation 4. Human Augmentation Complexity
  42. 42. COPYRIGHT 2018 PRITCHATTS CONSULTING LTD. ALL RIGHTS RESERVED. THE CONTENTS OF THIS DOCUMENT ARE THE PROPERTY OF PRITCHATTS CONSULTING LTD. THEY REPRESENT THE INTELLECTUAL PROPERTY IN THE FORM OF, BUT NOT LIMITED TO, PROCESSES, IDEAS AND CREATIVE DESIGNS. THEY MAY NOT BE USED WITHOUT PRIOR WRITTEN AGREEMENT AND ONLY UPON FULL COMPENSATION TO PRITCHATTS CONSULTING LTD. FOR THE USE OR PARTIAL USE OF ANY OF THE MATERIAL CONTAINED.

Editor's Notes

  • Companies look to improve Productivity, Prediction and Personalisation
  • One of those metaphors that isn’t very good but probably goes quite a long way

    Have to find it, process it, manage it safely...
  • Each employee has contributed £2M to this deal!
  • Each customer is worth more than £100,000
    If it was just desk rental, need to be a member for 19 years!
  • That’s 50% more than Sky per employee
  • Dont’ really know much about individuals using the service
  • Currently more like a billboard
    Online advertising has changed - ever been followed around the internet by ASOS?
  • Lewis has a human profile picture

    Early days, didn’t give good answer, Followed up with feedback question

    What kind of idiot do we employ??

    The team didn’t tell me that there was a problem

  • Anyone used this?
    No one thought about the design, they concentrated on the technology
  • Binge-watchers turn you from a casual watcher into a Netflix customer. You don’t channel surf during the ad-breaks like you used to.
  • Who’s in this group?
  • Uma Thurman
    John Travolta
  • Amazon knows more about you than just your purchase history
  • They should be focussing on the way you search
  • This tells them everything they need to know about presenting my next search results
  • Probably heard a lot about jobs being replaced by AI

    Not my goal but I do want to make people’s lives easier
  • This is a startup with no customers, no data and no technology
  • Segmentation: Finding groups in your customer data.
    Chat Automation: Make it easier for your customers to talk to you.
    Personalisation: Tailor your product for individual customers.
    Human Augmentation: Make your people better by supporting with AI.

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