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How To Talk about A.I. to Non-Analysts
Jesse Wolfersberger
Senior Director, Decision Sciences
Maritz Motivation Solutions
2
Maritz
Motivation Solutions
What does
Maritz do?
Conferences and
Incentive Travel
Maritz
Global Events
Customer Experience
Survey Research
Maritz CX
Loyalty Programs, Sales
Effectiveness, and
Employee Engagment
Why does this matter?
Couldn’t we keep this to ourselves?
A.I. is too important.
Exclusion breeds contempt.
Don’t be the mean girls in high school.
“A.I. is the new electricity.
Just as electricity transformed
industry after industry 100 years
ago, I think A.I. will do the same.”
- Andrew Ng, Computer Science Pioneer
5
• Explain the stakes
• Six Tips
• Five Do’s and Five Don’ts
Today’s Agenda
6
Tip #1
Gage the A.I. sophistication
level of your audience
7
Communication is Non-trivial
8
Communication is Non-trivial
9
Tip #2
Use tangible examples.
The human brain is wired for stories.
10
You’re already using A.I.
11
Tip #3
The future is scary,
the present is not.
12
Targeting using A.I. in auto industry
Probability
Range
No. of
Participants
90-100% 1,848
80-89% 855
70-79% 996
60-69% 3,453
50-59% 10,026
40-49% 21,067
30-39% 38,077
20-29% 78,590
10-19% 256,634
9% 66,660
8% 69,719
7% 87,339
6% 124,268
5% 186,588
4% 278,998
3% 459,931
2% 976,121
1% 1,605,443
0% 1,126,638
TOTAL 5,393,251
5 Million Program Members
Who will buy a car this year?
95.5%
Accuracy
13
Tip #4
Focus on the use, not the
methodology.
14
A Tale of Two Client Meetings
15
A Tale of Two Client Meetings
“The majority of
Kaggle winners
use XGBoost.”
16
Tip #5
Don’t try to explain algorithms.
17
The Complexity Tradeoff
Simple
Quick
Understandable
Complex
Thorough
Accurate
“For every $1k you spend
on this campaign, retention
rises by one percent”
“The algorithm can predict
with 99.6% accuracy who
will leave the program”
“Last year our retention
was 80%, so we expect
80% next year too.”
Basic Averages Linear Regression Machine Learning
18
The Complexity Tradeoff
Simple
Quick
Understandable
Complex
Thorough
Accurate
Error Rate
19
Tip #6
Have a discussion about the
Complexity Tradeoff up front.
20
Simple
Quick
Understandable
Complex
Thorough
Accurate
Error Rate
Once you get here, finding a new
variable will have more impact
than running another model.
Do’s and
Don’ts
22
DON’T:
Worry about A.I. vocabulary
23
DO:
Spark curiosity and
create more experts
24
DON’T:
Focus on Watson, Hal 9000,
Jarvis, or Commander Data
25
DO:
Give tangible, in-use-today
examples
experiments.withgoogle.com/ai
26
DON’T:
Shock and awe with
doomsday scenarios
27
DO:
Convey how quickly A.I.
will become commonplace
28
DON’T:
Assume everyone is
excited about A.I.
29
DO:
Present results and
promote your wins
30
DON’T:
Give people homework
31
DO:
Give people a version
they can tell their boss.
Thank You
Jesse.Wolfersberger@maritz.com
@jesseberger

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