At Microsoft, Bing is the largest application of Artificial Intelligence (AI). Join this session as Simon Jacobson, Sales Lead at Microsoft Search Advertising, walks through how Microsoft [and Bing] is using AI today and how AI is not only changing consumer behavior but how it’s changing marketing as the era of touch as a primary user interface is disrupted and we usher in the era of conversational through voice, bots and mixed reality. In this session Simon will also cover real life examples of how through the power of AI we are helping empower every person and every organization on the planet to achieve more.

1. Simon Jacobson
SEARCH ADVERTISING LEAD - UK,
MICROSOFT
LONDON, UK ~ SEPTEMBER 5 - 6, 2018
DIGIMARCONEUROPE.COM | #DigiMarConEurope
DIGIMARCONUK.CO.UK | #DigiMarConUK
Artificial Intelligence
or is it Intelligence Amplified?
KEYNOTE

2. DigiMarCon Europe & UK 2018
Artificial Intelligence vs.
Intelligence Amplified

4. We learn and use
technology
Technology learns us
and discovers ways to be helpful.
Answering
Coordinating
Listening
Observing
Anticipating

5. Microsoft mission
Empower every person and
every organization on the
planet to achieve more
with AI…

9. Data Processing Speech & Imagery Language Cognitive Capabilities

10. Agent
We're going to harness artificial
intelligence to fundamentally
change how we interact with
technology with the advent
of intelligent agents, and
conversational interfaces
Cortana
Xiaoice
Zo
Services
We’ll make these same intelligent
capabilities that are infused in
our own apps available as open
programming interfaces, for
every developer in the world
Bot Framework
Cognitive Services
Cortana Intelligence
Applications
We’re going to infuse every
application that we interact
with, on any device, at any
point in time, with intelligence
Office 365
Dynamics
Infrastructure
We’re building the world’s most
powerful AI supercomputer and
using this infrastructure to
tackle AI challenges, large and
small
Azure Machine Learning
Our Goal – To democratise AI

11. Understanding language

15. Visual Search – Captionbot.ai

16. Shop through images

19. AI for good

22. Bing is
Microsoft’s
largest AI
application
Personal Digital
Assistant
Cognitive Services
Bot framework Cloud intelligence

24. Customer Experiences
Personalize engagement
throughout decision journey
Marketing Operations
Increase performance and
reduce costs
Data into Insights
Understand users and identify
new audiences
AI Powered Marketing
of businesses will use AI by 2020*
85%
*Source IDC

25. How may AI help you?
95% Customer interactions
75% Apps with AI
30% of search results will be
voice by 2020
Powered by AI bots by 2025
By the end of 2018
Whole generation of high-value
consumers growing up with voice
Source: Econsultancy: Next Revolution of Search, 2017; Beyond the Hype:
IDC White Paper on the economic impact of AI on CRM.

26. Locations
Demographic
profile
Content
preferences
Personal data
Domain
preferences
Personal Connections
Entities of
interest
Search
Search
history
Purchase
history
Product interests
Product categories
Demographics
Customer
data
Web activity
Brand
preferences
Turn data into insights -
Into customer
experiences

27. It all starts with data

28. In-Market Audiences
 Bing’s predictive intelligence identifies users who
have shown purchase intent signals within a particular
category, including searches and clicks on Bing and page
views on Microsoft services.
Custom Audiences
 Enables you to bring your own rich first-party customer
data into Bing Ads via your Data Management Platform
Remarketing in Paid Search
 Another opportunity to convert or engage with customers.
Reach new Audiences
+28%
CTR*
+48%
CVR*
*Source: Microsoft internal data; pilot performance data from verticals including Travel, Autos and Financial Services using “bid only” targeting on Bing owned and operated traffic, July 2017.
In-Market Audiences

29. An audience marketing
solution powered by the
Microsoft Graph and
artificial intelligence (AI).
Meet the Microsoft Audience Network

30. User intent targeting User profile targeting Location and device
Remarketing Product
Audiences
In-market
Audiences
Custom
Audiences
LinkedIn
profile
targeting
(company,
industry,
job
function)*
Age and
gender
targeting
Location
targeting
Device
targeting
*Three LinkedIn profile dimensions available at pilot kickoff: company, industry and job function, with more to follow.

31. More high-quality publishers and placements to follow from Microsoft and third parties.
Microsoft Outlook Microsoft EdgeMSN

32. Create engaging
customer experiences

33. Consumers expect
conversations with
you 24 / 7/ 365

34. Provide better service and support
Bot Services
 Azure Bot Service enables you to build chatbots that can scale
new services and help you provide better support to your
customers.
Bot Framework
 Bot Framework provides developers with the tools to create
intelligent bots that interact with users in a natural way.
Leverage Cognitive Services
 Cognitive Services enable your bot to see, hear, interpret, and
interact in more human ways.

35. Web Chat
Skype
Facebook Messenger
Twilio
Slack
Bing
Kik
Microsoft Teams
GroupMe
Telegram
Email/SMS
MSFT Bot
Framework
Connector
Code once deploy to many channels

36. Making bots discoverable and accessible in the results

37. Get started: QNAmaker.ai

38. Empower the modern marketer
to optimise and personalise

39. Optimize – Increase performance
Dynamic
Search Ads:
Automatically target relevant
search queries based on the
content of your website

40. Optimize - Increase efficiencies
Auto-Bidding:
With automated bidding, Bing Ads fully
manages your bids in real time, based on
a wide set of useful platform signals.
Real-time campaign optimization based
on your objectives.
AI is built into Auto-Bidding to save you
time and money, and improve your
return on investment

41. Artificial
Intelligence or
Intelligence
Amplified?
(by technology)
Microsoft continue
to democratise AI
and solve society’s
biggest problems
(not just to help
businesses achieve
more)
Endless AI
opportunities for
marketers today
(and we are only at
the start)

44. BREAK