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Tonic
March 2019
AI: Start Today
Josh Sephton
https://www.linkedin.com/in/joshsephton/
● Founder of Pritchatts Consulting
● Previously Head of AI at Push D...
Data-Driven Companies are Growing 8x as Fast as Global GDP
Source: https://www.forrester.com/report/InsightsDriven+Busines...
“Data is the new oil”
- Literally everyone
knows more about interpreting health data than
anyone else, leading to higher productivity.
licensing deal for AI software...
knows more about how people use offices than
anyone else, leading to better predictions.
valuation with 175,000 members
$2...
knows more about how people watch TV than
anyone else, leading to better personalisation.
profit with 5500 employees
$400M...
1. Segmentation
2. Chat Automation
3. Personalisation
4. Human Augmentation
Complexity
1. Segmentation
Finding groups in your customer data.
Needs to make their adverts perform better to
continue growing the free service.
42M
monthly active users for a free service,
monetised by advertising.
“WeTransfer will not look into
your transfer or files.”
Weekly Distribution
NumberofTransfers
Example Segments
● Excel spreadsheet sent at 5pm on a Friday
● Sketch file received at 12pm every Monday
● Word received o...
Segmentation Checklist
If you:
● want to find groups of similar people
So that you:
● can target them with specific market...
2. Chat Automation
Make it easier for your customers to talk to you.
The number of customer service agents for this
Online GP were growing quicker than the
number of monthly consultations.
50%
of their customer queries can be
answered by the FAQs.
Customer Service Chatbot
Appearance Personality Helpfulness Humility Integrity
Appearance Personality Helpfulness Humility Integrity
“It’s his first week”
Appearance Personality Helpfulness Humility Integrity
Appearance Personality Helpfulness Humility Integrity
Where are you flying from? Pick your first choice departure airport, we can do another
search later if you want to compare...
Chat Automation Checklist
If you:
● interact with lots of customers through chat
So that you:
● improve the speed of respo...
3. Personalisation
Tailor your product for individual customers.
Needs to change how we watch TV so you
choose to watch their shows instead of
changing the channel.
5M
people watched an entire
series in 24 hours in 2017.
Perfect Personalisation
If you liked... You’ll see...
Poor Personalisation
Poor Personalisation
Users go on a journey
● Searched for 5 of the top-selling brand names.
● Clicked into 12 results.
● Bought the cheapest 4+...
Personalisation Checklist
If you:
● want to improve engagement with your customers
So that you:
● can offer different prod...
4. Human Augmentation
Make your people better by supporting with AI.
This startup wants to make animal healthcare more
accessible and affordable using technology built to
utilise data from th...
1 in 3
people don’t go to the vet because of cost or convenience.
The FutureToday
No data Lots of dataMinimum viable data?
Symptom Checker App
Human Augmentation Checklist
If you:
● want to automate or support some aspect of employee’s jobs
So that you:
● can free ...
1. Segmentation
2. Chat Automation
3. Personalisation
4. Human Augmentation
Complexity
COPYRIGHT 2018 PRITCHATTS CONSULTING LTD. ALL RIGHTS RESERVED.
THE CONTENTS OF THIS DOCUMENT ARE THE PROPERTY OF PRITCHATT...
AI: Start Today
AI: Start Today
AI: Start Today
AI: Start Today
AI: Start Today
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AI: Start Today

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.

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