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How AI Can Help You Make Your Audience Sit Up and Take Notice

How do you cut through the clutter and connect with your audience? Can data make your message more credible? Can analytics help you craft compelling content? How can AI help understand your audience’s response?

This PPT was presented by Ganes Kesari for his talk at the IABC Conference 2020.

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How AI Can Help You Make Your Audience Sit Up and Take Notice

  1. 1. How AI can help you make your Audience sit up and take Notice Ganes Kesari
  2. 2. 2 WHO SHOULD BE THE LEAD ACTOR FOR UNIVERSAL’S NEXT MOVIE? Pictures credits: Eva Rinaldi, Toglenn, Dick Thomas Johnson, John Bauld
  3. 3. 3 THERE ARE MORE SCIENTIFIC WAYS TO ENGINEER MOVIE HITS cinelytic.com
  4. 4. 4 WHAT DOES YOUR AUDIENCE WANT? HOW TO CREATE EXCITING CONTENT? HOW TO BUILD A GREAT STORYLINE?
  5. 5. 5 INTRODUCTION Ganes Kesari Co-founder & Head of Analytics “Simplify Data Science for all”100+ Clients Insights as Stories Help start, apply and adopt Data Science @kesaritweets /gkesari
  6. 6. 6 “Messages delivered as stories are up to 22 times more memorable than just facts. - Jerome Bruner, Psychologist
  7. 7. 7 POOR INTERNAL COMMUNICATION COSTS ORGANIZATIONS OVER $37 BILLION 1 Over 50% of analytics projects fail due to bad storytelling 3 Sources: (1) Inc article: Costs of poor communication ; (2) Source: Business perform ; (3) Gartner paper: G00375080 ; (4) Survey by Tolero Solutions Businesses with effective communication are 50% more likely to have lower employee turnover 2 53% of people said unclear communication was the biggest issue impacting the customer service experience 4
  8. 8. 8 WHERE DO MOST BUSINESS STORIES FALL FLAT? Understand the Audience Generate an Idea Create the Content Build a Narrative Deliver it Right
  9. 9. 9 Poll #1 Which of these areas do you think AI can help you with storytelling? (choose all that are applicable) • Understand the audience • Generate an idea • Create the content • Build a narrative • Deliver it right
  10. 10. 10 WHERE CAN AI REALLY MAKE A BIG DIFFERENCE, TODAY? Understand the Audience Generate an Idea Create the Content Build a Narrative Deliver it Right
  11. 11. 11 UNDERSTAND THE AUDIENCE BUILD A NARRATIVE CREATE THE CONTENT
  12. 12. 12 LOOK OUT FOR 3 TYPES OF SIGNALS Review websites, social media INDIRECT Website clickstream data, contact center INFERRED Voice of Customer surveys, Interviews DIRECT
  13. 13. 13 DIRECT: LET’S TAKE THIS RESPONSE FROM A VOICE-OF-CUSTOMER SURVEY… “I loved the product features and super-quick onboarding, but the great experience did not continue while using your product. Your support teams have been helpful, but I’m not sure whether I’ll buy again.”
  14. 14. 14 AND EXTRACT USEFUL SIGNALS BY TAGGING IT TO THE CUSTOMER JOURNEY… Identify Customize Use Product Deal with IssuesReorder “I loved the product features and super-quick onboarding, but the great experience did not continue while using your product. Your support teams have been helpful, but I’m not sure whether I’ll buy again.” “I loved the product features and super-quick onboarding, but the great experience did not continue while using your product. Your support teams have been helpful, but I’m not sure whether I’ll buy again.”
  15. 15. 15 GOOGLE SUGGEST: INDIA’S RELIGIONS google.com
  16. 16. 16 GOOGLE SUGGEST: US’ RELIGIONS google.com
  17. 17. 17 WITH COVID-19, OUR PRIORITIES HAVE CHANGED April ‘20 June ‘20 google.com
  18. 18. 18 INDIRECT SIGNAL: PUBLIC DATA CAN HELP YOU UNDERSTAND CONSUMERS Bain & Co - Ample Data, often free, can predict consumer behaviour through the Covid-19 crisis https://trends.google.com/trends/
  19. 19. 19 INFERRED SIGNAL: WHICH THUMBNAIL WILL EXCITE THE VIEWER? https://becominghuman.ai/how-netflix-uses-ai-and-machine-learning-a087614630fe
  20. 20. 20https://becominghuman.ai/how-netflix-uses-ai-and-machine-learning-a087614630fe HOW CAN YOU PERSONALIZE IT?
  21. 21. 21 Poll #2 What is your level of familiarity with Machine Learning / AI? (choose one) • Have used it • Have some familiarity, but not used it • Not aware of it
  22. 22. 22 UNDERSTAND THE AUDIENCE BUILD A NARRATIVE CREATE THE CONTENT
  23. 23. 23 AI CAN WRITE AN ARTICLE FOR YOU https://openai.com/blog/better-language-models/
  24. 24. 24 HERE’S AN ABSTRACT FOR MY TALK, WRITTEN ENTIRELY BY AI! http://ai-writer.com/
  25. 25. 25 AI CAN GENERATE PICTURES FOR YOU https://www.thispersondoesnotexist.com/ https://www.instapainting.com/ai-painter Can you guess the one ‘real person’ from below? AI can ‘paint’ like an artist
  26. 26. 26 WHEN SHOWN A TABLE OF NUMBERS, AI CAN PICK THE RIGHT CHARTS FOR YOU Data2Vis paper by Victor Dibia, Cagatay Demiralp
  27. 27. 27 UNDERSTAND THE AUDIENCE BUILD A NARRATIVE CREATE THE CONTENT
  28. 28. 28 POWERFUL STORIES HAVE AN EMOTIONAL ARC THAT WORKS FOR THEM Visual source: https://www.columnfivemedia.com/kurt-vonnegut-visualizes-stories-civilizationKurt Vonnegut video: https://www.youtube.com/watch?v=oP3c1h8v2ZQ
  29. 29. 29 HERE’S THE ARC FOR ONE OF THE MOST POPULAR STORIES OF OUR TIMES Visual source: https://www.columnfivemedia.com/kurt-vonnegut-visualizes-stories-civilizationKurt Vonnegut video: https://www.youtube.com/watch?v=oP3c1h8v2ZQ
  30. 30. 30 “There’s no reason why the simple shapes of stories can’t be fed into computers. - Kurt Vonnegut
  31. 31. 31 MIT BUILT ML MODELS TO GENERATE THE SHAPES OF STORIES FROM VIMEO VIDEOS.. https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/ai-in-storytelling
  32. 32. 32 ..AND ANALYZED THE SHAPES THAT PRODUCED THE BEST ENGAGEMENT https://www.mckinsey.com/industries/technology-media-and-telecommunications/our-insights/ai-in-storytelling
  33. 33. 33 HERE’S WHAT YOU LEARNED TODAY: AI CAN HELP YOU WITH THESE Understand the Audience Generate an Idea Create the Content Build a Narrative Deliver it Right • Direct • Storylines• Text • Inferred • Indirect • Picture/Video • Visualizations • Emotional Arc • Business uses
  34. 34. 34 HOW DO YOU TAKE THIS BACK TO YOUR WORK? • Office workflow integrations: Microsoft Powerpoint, Excel • Text generators: AIWriter.com, talktotransformer.com • Image generators: InstaPainting.com/ai-painter, DeepDreamGenerator.com • Face generators: ThisPersonDoesNotExist.com, Generated.Photos • Blog Idea generator: Hubspot.com/Blog-Topic-Generator Printed materials EmailsProducts Powerpoint Applications Where can you apply this? Which AI/ML tools to explore? Customer Connects Employee communication Marketing messages Sales mailers Partner engagement This is a fast-evolving space. Here are some places to get started:
  35. 35. 35 “ No one ever made a decision because of a number. They need a story. - Daniel Kahneman
  36. 36. 36 Poll #3 Session Feedback: How likely are you to recommend this session to others? (choose one rating) • Number scale 1 to 10 (strongly recommend)
  37. 37. 37 THANK YOU! @kesaritweets /gkesari gramener.com

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