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T-Systems - NOAH17 Berlin

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Artificial Intelligence and the Future of Marketing - Workshop by Sven Krüger, Chief Marketing Officer, T-Systems International GmbH at the NOAH Conference Berlin 2017, Tempodrom on the 22nd of June 2017.

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T-Systems - NOAH17 Berlin

  1. 1. AND THE FUTURE OF MARKETINGAND THE FUTURE OF MARKETING SVEN KRÜGER BERLIN 22 JUNI 2017 Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017 BERLIN, 22. JUNI 2017
  2. 2. GET YOUR TICKET TODAY! www.noah-conference.com 2-3 Tempodrom, BerlinOld Billingsgate, London NOV2017 6-7 JUN2018 SAVE THE DATE
  3. 3. TODAY´S RIDE ★ STATE OF MARKETING ★ STATE OF AI ★ AI IN MARKETING TODAY RECENT TARGET GROUPS FROM THE PAST★ RECENT TARGET GROUPS FROM THE PAST ★ TAKEOVER★ …TAKEOVER ★ THE END OF THE WORLD AS WE KNOW IT★ THE END OF THE WORLD AS WE KNOW IT Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  4. 4.  STATE OF MARKETING
  5. 5. WHILE WE THINK… TRENDS & TECHNOLOGIES IN DIGITAL MARKETING 2017TRENDS & TECHNOLOGIES IN DIGITAL MARKETING 2017 Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  6. 6. …AND EXPECT… TRENDS & TECHNOLOGIES IN DIGITAL MARKETING 2017TRENDS & TECHNOLOGIES IN DIGITAL MARKETING 2017 Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  7. 7. …THINGS HAPPEN Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  8. 8. DISRUPTION? Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  9. 9. DIGITALISATION © Deutsche Bahn AG
  10. 10. …IS JUST ONE ASPECT OF CHANGE BANDWIDTH MEMORY SPEEDSPEED COTECNANON … Photo: Courtesy of Google
  11. 11. SO ARE WE GETTING DISRUPTED? AIAI TECHNOLOGYMARKETING FUTURE SOCIETY Source: designboom OR ARE WE JUST PERCEIVING CHANGE? Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  12. 12. IMAGINE… IMAGINE… ?!?! THE CAR WOULD REALLY KNOWREALLY KNOW WHERE YOU WANT TO GO… Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  13. 13. WHAT ARE WE TALKING ABOUT? AIAI TECHNOLOGYMARKETING ? FUTURE SOCIETY Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  14. 14. WHATEVER THE FUTURE WILL BRING? AIAI TECHNOLOGYMARKETING FUTURE SOCIETY ?? Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  15. 15. THE CHANGE WILL BE MASSIVE! AIAI TECHNOLOGYMARKETING FUTURE SOCIETY Source: designboom Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  16. 16.  STATE OF AI
  17. 17. SOME 60 YEARS AGO: (…) Every aspect of learning or any th f t f i t lli iother feature of intelligence can in principle be so precisely described, that a machine can be made tothat a machine can be made to simulate it. An attempt will be made to find how S i d d t kAn attempt will be made to find how to make machines use language, form abstractions and concepts, solve kinds of problems now reserved for humans, an improve Source: independent.co.uk p , p themselves. (…) JOHN MCCARTHY, AUG. 1955 Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  18. 18. AI-MINDS - FEW OUT OF MANY ALAN Source: iography.com/people/alan-turing-9512017 NICK BOSTROM ALAN TURING S k il i t/ h tSource: kurzweilai.net/photos RAY KURZWEIL Source: alchetron.com/Nick-Bostrom-189386-W TIM URBAN Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017 Source: heleo.com/tim-urban/
  19. 19. DIFFERENT KINDS OF INTELLIGENCE Source: commons wikimedia org/wiki/File:Bibliothek Stuttgart 005 jpg ASI ARTIFICIAL SUPER Source: commons.wikimedia.org/wiki/File:Bibliothek_Stuttgart_005.jpg SUPER INTELLIGENCE RECURSIVE SELF IMPROVING QUANTUM COMPUTING AGI ARTIFICIAL ANI AGI GENERAL INTELLIGENCE ANI ARTIFICIAL NARROW INTELLIGENCE Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  20. 20. TIM URBAN: Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  21. 21. TECHNOLOGICAL PROGRESS… „05. APRIL 2017“ 1970 1980 1990 2000 2010 2020 2030 2040 …IS EXPONENTIAL Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017 …IS EXPONENTIAL
  22. 22. RAY KURZWEIL: THESINGUULARITYISNEAR,118 Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  23. 23. TIM URBAN: Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  24. 24. TIM URBAN: Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  25. 25. TIM URBAN: Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  26. 26. TIM URBAN: Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  27. 27.  AI IN MARKETING TODAY
  28. 28. HOW DOES IT WORK ARTIFICIAL NEURAL NETWORKS GATHER DATA & LEARN… • ABOUT CONSUMERS • FOR TARGETING • FOR PERSONALIZING CONTENT/OFFERINGS • … Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  29. 29. HOW COMPLEX CAN IT GET? Input Layer Hidden Layer Output Layer Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  30. 30. ANI - ON SMARTPHONES Hm, the Second Coming wasn't exactlyHm, the Second Coming wasn t exactly what I thought it would be like... Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  31. 31. ALREADY IN USE: SEARCH Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  32. 32. ALREADY IN USE: PROGRAMMATIC TARGETING• TARGETING • ATTRIBUTION • A/B TESTING RECURRING• RECURRING NEURAL NETWORKS Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  33. 33. ALREADY IN USE: CONTENT CURATION Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  34. 34. ALREADY IN USE: CONTENT CREATION Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  35. 35. ALREADY IN USE: MARKETING AUTOMATION finance Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  36. 36. COMING UP: UNDERSTANDING TEXT SPEECHTEXT SPEECH IMAGE FILM „CAT“ Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017 Source: cs.ucf.edu/~oreifej/Action.html
  37. 37. ..AND THE KILLER: CHATBOTS DOMINO´S PIZZA TACO BELL PIZZA HUTPIZZA HUT SEPHORASEPHORA UBER BANK OF AMERICAAMERICA NETFLIX CONGSTAR, KABEL DEUTSCHLAND, UNICEF, KASPERSKI, IKEA… Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  38. 38. M
  39. 39.  RECENT TARGET GROUPS (FROM THE PAST)
  40. 40. CONSUMPTION & QUEST FOR MEANING Premium quality smartphones tablets and notebooks arePremium quality smartphones, tablets, and notebooks are most important status symbols and indispensable elements of everyday life for more than 30% of young German adultseveryday life for more than 30% of young German adults. Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  41. 41. REAL VS VIRTUAL By 2020 German households will feature approx 6 devices … By 2020, German households will feature approx. 6 devices and rising multi-device usage. Average monthly traffic per household will increase to >100 GBhousehold will increase to >100 GB Source: hypergridbusiness.com/wp-content/uploads/2014/05/Eon-Reality-iCube.jpg Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017 Source: hypergridbusiness.com/wp content/uploads/2014/05/Eon Reality iCube.jpg
  42. 42. UBIQUITY AND IMMEDIACY GETTING INFORMATION #ANYONE #ANYTHING # ANYTIME #ANYWHERE #SELECTION #CHOICE #RELEVANCE #VALUE GETTING INFORMATION OFF THE INTERNET IS LIKE TAKING A DRINKLIKE TAKING A DRINK FROM A FIRE HYDRANT (MITCHELL KAPOR)(MITCHELL KAPOR) Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  43. 43. GENERATION Y BORN BETWEEN 1980 2000BORN BETWEEN 1980 - 2000 Source: flickr.com/photos/x1brett/1472187414 Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017 Source: flickr.com/photos/x1brett/1472187414
  44. 44. GENERATION Z BORN AFTER 2000 SCREENAGERSBORN AFTER 2000 - SCREENAGERS Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  45. 45. NATURAL ENEMY Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  46. 46. Y/Z MANTRAS CONNECTIVITY SPEED IMMEDIACYIMMEDIACY INSTANTANEOUSNESS MOBILE MULTI CHANNELMULTI-CHANNEL Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  47. 47. Y/Z TRAITS REALLY GROWN UP IN A DIGITAL AGE WANT THINGS ..FAST ..NOW WANT TO BE RECOGNIZED WANT TO BE HELPED, NOT SOLD TO …ARE NOT GOING TO BE SENDING LETTERS …WATCH MORE YOUTUBE THAN TV …USE APPS & SOCIAL MEDIA FOR CONTACT AUTHENTIC & SIMPLE (UI)…AUTHENTIC & SIMPLE (UI) …MUCH MORE INFORMAL MUCH LESS RESPECTFUL OF HIERARCHY…MUCH LESS RESPECTFUL OF HIERARCHY IMAGES SNACK MEDIA Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017 SNACK MEDIA
  48. 48. Y/Z LONGINGS REALLY GROWN UP IN A DIGITAL AGE WANT THINGS ..FAST ..NOW WANT TO BE RECOGNIZED WANT TO BE HELPED, NOT SOLD TO …ARE NOT GOING TO BE SENDING LETTERS …WATCH MORE YOUTUBE THAN TV …USE APPS & SOCIAL MEDIA FOR CONTACT AUTHENTIC & SIMPLE (UI)…AUTHENTIC & SIMPLE (UI) …MUCH MORE INFORMAL MUCH LESS RESPECTFUL OF HIERARCHY…MUCH LESS RESPECTFUL OF HIERARCHY IMAGES SNACK MEDIA Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017 SNACK MEDIA
  49. 49.  ALEXA TAKEOVER CORTANA MM NOW SIRI VIV …
  50. 50. COMMERCE IS CONVERSATION Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  51. 51. CUSTOMER INTERACTION WILL BECOME A STRATEGIC FOCAL POINTWILL BECOME A STRATEGIC FOCAL POINT CUSTOMER CONTACT WILL BECOME A CORE BUSINESSWILL BECOME A CORE BUSINESS Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  52. 52. ALL INTERACTIONS WILL START WITH A VIRTUAL ASSISTANT Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  53. 53. ASSISTANTASSISTANT SO C CO S S S … Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017 PERSONALIZED DEVICE INDEPENDANT 3RD PARTY ECO-SYSTEMS
  54. 54. WHICH ONE? ALEXA SIRI M NOW CORTANA VIVNOW CORTANA VIV Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  55. 55. WHAT FOR: SEARCH TODAY SEARCH LOCATION INFO (MOVIES, RESTAURANTS…) WEATHER TRAFFICTRAFFIC, ROUTES & TIMES RANDOM INFORMATION SHOPPINGSHOPPING PAYMENT … Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  56. 56. TOMORROW… Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017 Source: flickr.com/photos/arselectronica/21065443101
  57. 57. TOMORROW - SENSE, REACT, PREDICT IOT & AI ENABLED LIVING SERVICES ENVIRONMENTSENVIRONMENTS Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017 Source: shop.ftk.at/index.php/cPath/2_99
  58. 58. TOMORROW: REALTIME ANALYSIS I E WHAT WE SAY +HOW WE SAY ITI.E. WHAT WE SAY +HOW WE SAY IT Source: phonetik.uni-muenchen.de/studium/skripten/AP/APKap3.html I.E. WHO WE ARE +HOW WE ARE Source: Dr. Paul Ekman, University of California at San Francisco Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  59. 59. WHAT ARE YOU LOOKING AT? Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017 Von Original: lyzadangerAbgeleitetes Werk: Diliff - http://www.flickr.com/photos/lyza/49545547, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=1405631
  60. 60.  THE END OF THE WORLD - AS WE KNOW IT
  61. 61. AFRAID? MEDIA FUELS THE FIRE Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  62. 62. UNEMPLOYMENT WILL RISE MARKETING MANAGERMARKETING MANAGER AI + ROBOTICS 5-10 YEARS 10 YEARS+NOW UNSKILLED WORKERS MIDDLE-SKILLED STRUCTURED TASKS ? Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017 WORKERS STRUCTURED TASKS BOOKKEEPER, TRAVEL AGENT, LEGAL AID, …
  63. 63. GOODBYE TRUCKERS Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017 Source: daimler.com/innovation/autonomes-fahren/mercedes-benz-future-truck.html
  64. 64. GOODBYE TRUCKERS Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  65. 65. WE NEED NEW CONTRACTS Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  66. 66. WE NEED NEW CONTRACTS FACE RECOGNITION & PRIVACY FACE RECOGNITION & UBIQUITOUS SURVEILLANCE FREEDOM SPEECH & MOVEMENT ETHICS RELIGION, IDEOLOGY, SOCIETY TRUST INTERPRETATION OF EVERYTHINGTRUST WEALTH EVERYTHING INCOME? SHARING? WEALTH INCOME? SHARING? OWNERSHIP? Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  67. 67. WE ARE ALL GOING TO DIEWE ARE ALL GOING TO DIE GO WITH THE FLOWGO WITH THE FLOW IMMORTALITY VS EXTINCTION? Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  68. 68. tl; dr? Check: 1. ALL interactions will start with a virtual assistant - ONE virtual assistant 1. Adapt fast for GenY&Z: If you can offer improved experience at your touch points, do it as often as possible Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  69. 69. SVEN KRÜGERSVEN KRÜGER Chief Marketing Officer De tsche Telekom T S stemsDeutsche Telekom, T-Systems s.krueger@t-systems.com svnkrgr.de Sven Krüger - Artificial Intelligence and the Future of Marketing - 22.06.2017
  70. 70. Selected Completed NOAH Transactions Focus on Leading European Internet companies Covering over 400 companies across 25 online verticals, a broad range of over 500 investors as well as 100+ online-focused corporates Deep understanding of industry dynamics Ability to add value beyond banking advice Facilitates overall process and minimizes management distraction NOAH Advisors is globally well connected and has direct access to virtually all key players in the industry Knowledge of and strong relationships with potential buyers’ key decision makers Proactively finds and unlocks attractive investment opportunities for leading investors Annual NOAH Conference in its 8th year Over 40 years of combined relevant M&A experience Routine execution of M&A and financing transactions with sizes of several billion euros 30 successfully completed NOAH Advisors transactions underline successful transfer of M&A competencies to the Internet sector Entrepreneurial mind-set, focused on growing the business and establishing a reputation for excellence Ability to deliver top results in short time frames Highly success-based compensation structures align interests of clients and NOAH Advisors, and demonstrate conviction to deliver top results Creative deal solutions December 2014 September 2014 October 2014 May 2014 Sale of 100% of for $800m to Exclusive Financial Advisor to Fotolia and the Selling Shareholders Sale of 100% of for €80m to Exclusive Financial Advisor to Trovit and its Shareholders Sale of controlling stake in to Exclusive Financial Advisor to Facile.it and its Shareholders sold 100% of for $228m to a joint venture between Exclusive Financial Advisor to Yad2 and its Shareholders Unique Industry Know-How Unmatched Network and Relationships Strong Investment Banking Competence Full Commitment - We Are Entrepreneurs! EUROPE’S LEADING INTERNET CORPORATE FINANCE BOUTIQUE September 2016 December 2016 October 2016 May 2016 Investment in by Financial Advisor to Oakley Capital Exclusive Financial Advisor to 10Bis and its Shareholders ® Marco Rodzynek Managing Director & Founder marco.rodzynek@noah-advisors.com Jan Brandes Managing Director jan.brandes@noah-advisors.com Justus Lumpe Managing Director justus.lumpe@noah-advisors.com The NOAH Advisors Core Banking Team Nikhil Parmar Director nikhil.parmar@noah-advisors.com 10Bis Acquisition of a Majority Stake in by from at a valuation of €300m Investment in Exclusive Financial Advisor to KäuferPortal and its Shareholders by 84% Ownership Financial Advisor to Silver Lake Investment in by

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