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Adelyn Zhou
CMO, TOPBOTS
@AdelynZhou
AI, Machine Learning,
and their Application for
Growth
#GHConf18
What Every Marketer
Needs to Know About
Machine Learning
Adelyn Zhou
@adelynzhou
@adelynzhou
Growth getting harder
@adelynzhou
Growth getting harder
@adelynzhou
Growth getting harder
@adelynzhou
Growth getting harder
@adelynzhou
Growth getting harder
"If your competitor is
rushing to build AI
and you don’t,
it will crush you”
Elon Musk
Top 25 People To Follow In AI (IBM
Watson); Top 9 People in AI (Forbes, Top
10 in Bots (Inc)
Research Writer for VentureBe...
@adelynzhou
Use AI to help marketers find competitive edge
Using Machine Intelligence
1. Brand engagement on Twitter
2. Con...
AUTOMATION
AI
AUTOMATION
AI
AUTOMATION
AI
Machine
Learning
@adelynzhou
What is needed for machine learning?
@adelynzhou
What is needed for machine learning?
Processing
Power
@adelynzhou
What is needed for machine learning?
Processing
Power
Data
@adelynzhou
What is needed for machine learning?
Processing
Power
Models
(algorithms)
Data
@adelynzhou
AI takes data inputs and generates an output
Input:
Data
Sensors
Images
Text, etc.
Output:
Prediction
Action
I...
@adelynzhou
Machine Learning
Main types of machine learning models
Semi-Supervised
Learning
Unsupervised
Learning
Reinforc...
@adelynzhou
1. Text Classification
@adelynzhou
Text Classification for user insights
@adelynzhou
Text Classification for sentiment analysis
@adelynzhou
2. Clustering
@adelynzhou
Clustering for customer segmentation
@adelynzhou
Clustering for recommendation systems
@adelynzhou
3. Regression
@adelynzhou
Regression models for dynamic pricing
@adelynzhou
Regression for marketing spend and performance
@adelynzhou
Regression for sales forecasting
Can model thousands of features
Weather, demographics, geography, inventory l...
@adelynzhou
4. Multi-Arm Bandits
@adelynzhou
Multi-Arm Bandits
@adelynzhou
Multi-Arm Bandits
@adelynzhou
Multi-Arm Bandits
@adelynzhou
Multi-Arm Bandits for content optimization
@adelynzhou
1. Short tests
1. Headline testing
2. Short term campaigns and promotions
2. Long term tests
1. Set it and for...
@adelynzhou
5. Conversational AI
WHAT IS A CONVERSATIONAL BOT?
@adelynzhou
5. Conversational AI
WHAT IS A CONVERSATIONAL BOT?
Also known as: chatbot, virtual assistant,
digital assistan...
@adelynzhou
Messaging Platforms
Conversational AI for messaging platforms
@adelynzhou
Conversational AI for websites and apps
@adelynzhou
Conversational AI for voice assistants
@adelynzhou
Marketing
Brand awareness
Drive to store
E-commerce
Functionality
Core functionality
Productivity
Automation
C...
www.topbots.com/brands
@adelynzhou
6. Generative Models
Recurrent Neural Networks (RNNs)
@adelynzhou
6. Generative Models
Generative Adversarial Networks (GANs)
@adelynzhou
Generative models for name generation
@adelynzhou
Generative models for name generation
@adelynzhou
Generative models for name generation
@adelynzhou
Generative models for name generation
@adelynzhou
Generative models for copy creation
@adelynzhou
“Yes, it’s for fans of possibility”
“Yes, it’s Mother Nature approved”
“Yes, this car is an ode to tech”
“Yes,...
@adelynzhou
Human or Bot?
Generative models for text creation
@adelynzhou
“A shallow magnitude 4.7 earthquake was
reported Monday morning five miles from
Westwood, California, according...
@adelynzhou
“Kitty couldn’t fall asleep for a long time. Her
nerves were strained as two tight strings, and
even a glass o...
@adelynzhou
“How little we know of what there is to know. I
wish that I were going to live a long time instead
of going to...
@adelynzhou
Generative Methods for image generation
@adelynzhou
Generative Methods for image generation
@adelynzhou
Generative Methods for image generation
@adelynzhou
7. Computer Vision
@adelynzhou
Computer Vision for product recognition
Opticwhite
@adelynzhou
Computer Vision for earned media calculation
@adelynzhou
Computer Vision for e-commerce relevance
@adelynzhou
Computer Vision for content moderation
@adelynzhou
8. Robotic Process Automation
Source: Roboyo
@adelynzhou
Robotic Process Automation for daily reports
Source: Moz
@adelynzhou
bit.ly/growthhackers2018
W W W. T O P B O T S . C O M
APPLIED ARTIFICIAL INTELLIGENCE
Learn more about the
GrowthHackers Conference at
GrowthHackers.com/Conference
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AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 1 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 2 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 3 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 4 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 5 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 6 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 7 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 8 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 9 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 10 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 11 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 12 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 13 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 14 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 15 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 16 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 17 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 18 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 19 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 20 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 21 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 22 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 23 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 24 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 25 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 26 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 27 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 28 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 29 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 30 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 31 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 32 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 33 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 34 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 35 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 36 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 37 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 38 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 39 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 40 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 41 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 42 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 43 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 44 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 45 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 46 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 47 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 48 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 49 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 50 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 51 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 52 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 53 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 54 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 55 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 56 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 57 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 58 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 59 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 60 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 61 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 62 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 63 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 64 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 65 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 66 AI, Machine Learning, and their Application for Growth - #GHConf18 Slide 67
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AI, Machine Learning, and their Application for Growth - #GHConf18

There’s a reason why Adelyn Zhou was listed in Forbes as one of the nine AI minds you should follow ASAP. In this presentation Adelyn will broaden your perspective on how, why, and when AI and machine learning will play a role in your organization’s future growth

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AI, Machine Learning, and their Application for Growth - #GHConf18

  1. 1. Adelyn Zhou CMO, TOPBOTS @AdelynZhou AI, Machine Learning, and their Application for Growth #GHConf18
  2. 2. What Every Marketer Needs to Know About Machine Learning Adelyn Zhou @adelynzhou
  3. 3. @adelynzhou Growth getting harder
  4. 4. @adelynzhou Growth getting harder
  5. 5. @adelynzhou Growth getting harder
  6. 6. @adelynzhou Growth getting harder
  7. 7. @adelynzhou Growth getting harder
  8. 8. "If your competitor is rushing to build AI and you don’t, it will crush you” Elon Musk
  9. 9. Top 25 People To Follow In AI (IBM Watson); Top 9 People in AI (Forbes, Top 10 in Bots (Inc) Research Writer for VentureBeat & Forbes Previously at BCG, Amazon, Nextdoor, Eventbrite Co-Author of Applied Artificial Intelligence Harvard College & Harvard MBA ADELYN ZHOU
  10. 10. @adelynzhou Use AI to help marketers find competitive edge Using Machine Intelligence 1. Brand engagement on Twitter 2. Content amplification on LinkedIn 3. Bot design and development 4. Customer sentiment analysis, etc.
  11. 11. AUTOMATION AI
  12. 12. AUTOMATION AI
  13. 13. AUTOMATION AI Machine Learning
  14. 14. @adelynzhou What is needed for machine learning?
  15. 15. @adelynzhou What is needed for machine learning? Processing Power
  16. 16. @adelynzhou What is needed for machine learning? Processing Power Data
  17. 17. @adelynzhou What is needed for machine learning? Processing Power Models (algorithms) Data
  18. 18. @adelynzhou AI takes data inputs and generates an output Input: Data Sensors Images Text, etc. Output: Prediction Action Images Text, etc. Artificial Intelligence Model
  19. 19. @adelynzhou Machine Learning Main types of machine learning models Semi-Supervised Learning Unsupervised Learning Reinforcement Learning Supervised Learning
  20. 20. @adelynzhou 1. Text Classification
  21. 21. @adelynzhou Text Classification for user insights
  22. 22. @adelynzhou Text Classification for sentiment analysis
  23. 23. @adelynzhou 2. Clustering
  24. 24. @adelynzhou Clustering for customer segmentation
  25. 25. @adelynzhou Clustering for recommendation systems
  26. 26. @adelynzhou 3. Regression
  27. 27. @adelynzhou Regression models for dynamic pricing
  28. 28. @adelynzhou Regression for marketing spend and performance
  29. 29. @adelynzhou Regression for sales forecasting Can model thousands of features Weather, demographics, geography, inventory levels, repeat purchases, pricing, etc. rather than a few
  30. 30. @adelynzhou 4. Multi-Arm Bandits
  31. 31. @adelynzhou Multi-Arm Bandits
  32. 32. @adelynzhou Multi-Arm Bandits
  33. 33. @adelynzhou Multi-Arm Bandits
  34. 34. @adelynzhou Multi-Arm Bandits for content optimization
  35. 35. @adelynzhou 1. Short tests 1. Headline testing 2. Short term campaigns and promotions 2. Long term tests 1. Set it and forget it optimization 2. Ad targeting 3. Optimization with attribution Multi-Arm Bandits for short and long term tests
  36. 36. @adelynzhou 5. Conversational AI WHAT IS A CONVERSATIONAL BOT?
  37. 37. @adelynzhou 5. Conversational AI WHAT IS A CONVERSATIONAL BOT? Also known as: chatbot, virtual assistant, digital assistant, conversational UI A conversational bot is a computer program you can converse with, either through voice or text.
  38. 38. @adelynzhou Messaging Platforms Conversational AI for messaging platforms
  39. 39. @adelynzhou Conversational AI for websites and apps
  40. 40. @adelynzhou Conversational AI for voice assistants
  41. 41. @adelynzhou Marketing Brand awareness Drive to store E-commerce Functionality Core functionality Productivity Automation Customer Service Customer support Store information CRM engagement Conversational AI for marketing and care
  42. 42. www.topbots.com/brands
  43. 43. @adelynzhou 6. Generative Models Recurrent Neural Networks (RNNs)
  44. 44. @adelynzhou 6. Generative Models Generative Adversarial Networks (GANs)
  45. 45. @adelynzhou Generative models for name generation
  46. 46. @adelynzhou Generative models for name generation
  47. 47. @adelynzhou Generative models for name generation
  48. 48. @adelynzhou Generative models for name generation
  49. 49. @adelynzhou Generative models for copy creation
  50. 50. @adelynzhou “Yes, it’s for fans of possibility” “Yes, it’s Mother Nature approved” “Yes, this car is an ode to tech” “Yes, the future is available now” “Yes, it will turn heads on the moon” Generative models for copy creation
  51. 51. @adelynzhou Human or Bot? Generative models for text creation
  52. 52. @adelynzhou “A shallow magnitude 4.7 earthquake was reported Monday morning five miles from Westwood, California, according to the U.S. Geological Survey. The temblor occurred at 6:25 a.m. Pacific time at a depth of 5.0 miles.” Generative models for text creation
  53. 53. @adelynzhou “Kitty couldn’t fall asleep for a long time. Her nerves were strained as two tight strings, and even a glass of hot wine, that John made her drink, did not help her. Lying in bed she kept going over and over that monstrous scene at the meadow.” Generative models for text creation
  54. 54. @adelynzhou “How little we know of what there is to know. I wish that I were going to live a long time instead of going to die today because I have learned much about life in these four days; more, I think than in all other time.” Generative models for text creation
  55. 55. @adelynzhou Generative Methods for image generation
  56. 56. @adelynzhou Generative Methods for image generation
  57. 57. @adelynzhou Generative Methods for image generation
  58. 58. @adelynzhou 7. Computer Vision
  59. 59. @adelynzhou Computer Vision for product recognition Opticwhite
  60. 60. @adelynzhou Computer Vision for earned media calculation
  61. 61. @adelynzhou Computer Vision for e-commerce relevance
  62. 62. @adelynzhou Computer Vision for content moderation
  63. 63. @adelynzhou 8. Robotic Process Automation Source: Roboyo
  64. 64. @adelynzhou Robotic Process Automation for daily reports Source: Moz
  65. 65. @adelynzhou bit.ly/growthhackers2018
  66. 66. W W W. T O P B O T S . C O M APPLIED ARTIFICIAL INTELLIGENCE
  67. 67. Learn more about the GrowthHackers Conference at GrowthHackers.com/Conference
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There’s a reason why Adelyn Zhou was listed in Forbes as one of the nine AI minds you should follow ASAP. In this presentation Adelyn will broaden your perspective on how, why, and when AI and machine learning will play a role in your organization’s future growth

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