2. The Problem
- New found accessibility
- Widely applicable
- Can’t solve every problem
- It’s hard to know how to get started
Why we’re here
3. The Problem
- New found accessibility
- Widely applicable
- Can’t solve every problem
- It’s hard to know how to get started
Why we’re here
The Solution
- Understand the technology
- Define the customer
- Map their experience and pain points
- Design better customer experiences
7. Artificial Intelligence in 2018
Process Optimisation
Machine Learning
Cognitive Process Automation
Campaign Automation
Dynamic Content Delivery
Sentiment Analysis
Predictive Analytics
Personality Insights
Natural Language
Understanding
Cognitive Search
Tone Analysis
Chatbot/Virtual Agents
Face/Image Recognition
Personalisation
Speech Recognition/Synthesis
8. Insight - Interaction - Automation
Process Optimisation
Machine Learning
Cognitive Process Automation
Campaign Automation
Dynamic Content Delivery
Sentiment Analysis
Predictive Analytics
Personality Insights
Natural Language
Understanding
Cognitive Search
Tone Analysis
Chatbot/Virtual Agents
Face/Image Recognition
Personalisation
Speech Recognition/Synthesis
IMPROVE
INTERACTIONS
AUTOMATE
PROCESSES
GAIN INSIGHT
9. Insight examples
GAIN INSIGHT
Analysis of brand, campaign or product sentiment
Predict sales and other customer actions
Understand the customer’s personality, values, and needs
Quickly search and surface relevant information
Extract insights from customer communications
Sentiment Analysis
Predictive Analytics
Personality Insights
Natural Language
Understanding
Cognitive Search
10. Interaction examples
IMPROVE
INTERACTIONS
Help customers self-service across platforms
Understand customer emotion in real time
Accurately transcribe text and synthesise natural speech
Personalise marketing based on user actions
Recognise faces, objects, and text
Tone Analysis
Chatbot/Virtual Agents
Face/Image Recognition
Personalisation
Speech Recognition/Synthesis
11. Automation examples
AUTOMATE
PROCESSES
Automate end-to-end business processes
Build custom models to solve specific data problems
Optimise processes to find efficiency
Automate creation of campaign content and testing
Automatically deliver content based on customer profiles
Process Optimisation
Machine Learning
Cognitive Process Automation
Campaign Automation
Dynamic Content Delivery
12. Applying AI
Process Optimisation
Machine Learning
Cognitive Process Automation
Campaign Automation
Dynamic Content Delivery
Sentiment Analysis
Predictive Analytics
Personality Insights
Natural Language
Understanding
Cognitive Search
Tone Analysis
Chatbot/Virtual Agents
Face/Image Recognition
Personalisation
Voice Recognition/Synthesis
IMPROVE
INTERACTIONS
AUTOMATE
PROCESSES
GAIN INSIGHT
14. About John
John
54 years old
Journalist/Broadcaster
Salary of $200K+
Bachelor's Degree in English
Married with two kids
Lives in Ponsonby, Auckland
15. That’s why we care about John
John
54 years old
Journalist/Broadcaster
Salary of $200K+
Bachelor's Degree in English
Married with two kids
Lives in Ponsonby, Auckland
Goals
1. Buy a new guitar
Bio
Changing jobs
Loves music and plays the guitar
16. Demographics
John
54 years old
Journalist/Broadcaster
Salary of $200K+
Bachelor's Degree in English
Married with two kids
Lives in Ponsonby, Auckland
Understand the customer
Segment customers based on these variables
Customise products, services, and marketing
Inform business strategy
17. Understand your customer’s personality
Segment customers based on psychographic variables
Market to customers based on needs and values
Understand buying preferences
OCEAN
Openness
Conscientiousness
Extroversion
Agreeableness
Emotional Range
Needs
Challenge, closeness, curiosity,
harmony, structure.
Values
High openness to change
Very low hedonism
High self-transcendence
Preferences
Concerned about the environment
Volunteers for social causes
Prefers quality when buying Psychographics
20. To-do list
John
54 years old
Journalist/Broadcaster
Salary of $200K+
Bachelor's Degree in English
Married with two kids
Lives in Ponsonby, Auckland
Goals
1. Buy a new guitar
Bio
Changing jobs
Loves music and plays the guitar
OCEAN
Openness
Conscientiousness
Extroversion
Agreeableness
Emotional Range
Needs
Challenge, closeness, curiosity,
harmony, structure.
Values
High openness to change
Very low hedonism
High self-transcendence
Preferences
Concerned about the environment
Volunteers for social causes
Prefers quality when buying
23. What else?
John
54 years old
Journalist/Broadcaster
Salary of $200K+
Bachelor's Degree in English
Married with two kids
Lives in Ponsonby, Auckland
Goals
Bio
Changing jobs
Loves music and plays the guitar
OCEAN
Openness
Conscientiousness
Extroversion
Agreeableness
Emotional Range
Needs
Challenge, closeness, curiosity,
harmony, structure.
Values
High openness to change
Very low hedonism
High self-transcendence
Preferences
Concerned about the environment
Volunteers for social causes
Prefers quality when buying
Pain Points
John’s to-do list
Buy new guitar
Insure new guitar
Sell old guitar
26. Customer Journey Map
Touchpoints
Action
Data
KPIs
Experience
Pain Points
Solutions
Journey Stage Awareness Consideration Acquisition Service Loyalty
Research
Google Search
Google Adwords
- New Users
- Bounce Rate
- Can’t find online
- Too busy
?
Browse
Social Media Website
Twitter Analytics
- Post Reach
- Click Through
?? ? ?
Purchase
Web Analytics
- NPS
- Page Views
Collect
In Store
CRM
- Sales
- Foot Traffic
Get help
Phone
Call Log
- CLTV
- Referrals
- Who can I trust?
- When will I get
the guitar?
- Will someone be
there to help?
- I’ve got a
problem!
27. Pain Points
John
54 years old
Journalist/Broadcaster
Salary of $200K+
Bachelor's Degree in English
Married with two kids
Lives in Ponsonby, Auckland
Goals
Bio
Changing jobs
Loves music and plays the guitar
OCEAN
Openness
Conscientiousness
Extroversion
Agreeableness
Emotional Range
Needs
Challenge, closeness, curiosity,
harmony, structure.
Values
High openness to change
Very low hedonism
High self-transcendence
Preferences
Concerned about the environment
Volunteers for social causes
Prefers quality when buying
Pain Points
1. Buy a new guitar
- Not sure what he wants
- Too busy to visit guitar shop
2. Insure new guitar
- Very specific service
- Hates waiting on phone
3. Sell old guitar
- How much should I sell for?
- Too much hassle
John’s to-do list
Buy new guitar
Insure new guitar
Sell old guitar
41. Now what?
How to get started
- Understand the technology
- Define the customer
- Map their experience and pain points
- Design better customer experiences
43. https://personality-insights-demo.ng.bluemix.net/
IBM Personality Insights demo
http://opendesignkit.org/methods/personas/
User Personas method
http://opendesignkit.org/methods/journey-maps/
Journey Mapping method
https://www.ideou.com/pages/design-thinking
Design Thinking resources
https://botsociety.io/
Chatbot prototyping tool
https://appliedai.com/marketing/use-cases/1
AI Marketing use cases
Get started
From AIMCON 2018
The following resources were referenced at the
AIMCON event. They’re intended to provide a
starting point for anyone looking to learn more
about the opportunity for Artificial Intelligence in
their organisation.
These resources are being provided as a
convenience and for informational purposes
only. Spacetime bears no responsibility for the
accuracy, legality or content of these resources.