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Survival of the Fittest
in an AI World
#WatsonMarketing | @inter_vivos
a lesson in adaptation
Louis Richardson, Chief Storyteller
IBM Watson Customer Engagement
Are you ready?
“Every morning in Africa, a gazelle wakes up, it knows it
must outrun the fastest lion or it will be killed. Every
morning in Africa, a lion wakes up. It knows it must run
faster than the slowest gazelle, or it will starve. It doesn't
matter whether you're the lion or a gazelle-when the sun
comes up, you'd better be running.”
On the plains of business…same rules apply
“It is not the strongest
of the species that
survives, nor the most
intelligent that survives. It
is the one that is most
adaptable to change.”
Charles Darwin
Adopt
verb
take up or start
to use or follow
Adapt
verb
adjust for new
conditions
Adapt
verb
adjust for new
conditions
4 areas
where you
must adapt
&
4 ways AI can
help you thrive
80% of
businesses have
the wrong
strategy in place
Your
Strategy
90% of the
world’s data was
created in the
last 2 years
Your
Data
Employees waste
19% of their week
“searching”
Your
Expertise
85% of digital
transformation
projects FAIL
Your
Platform
“It’s not what you don’t
know that will kill you, it’s
what you know for sure
that just ain’t so.”
Mark Twain
STRATEGY
AI provides
Superior
Sight
Survival of the fittest in an AI world
Ice 1.0 *
* Credit Guy Kawasaki
Ice 2.0
Ice 3.0
Survival of the fittest in an AI world
Marketing Insights
Alchemy Language Sentiment Concept Insights Dialogue Document Conversion Language
Translation
Natural Language
Classifier
Tone Analyzer Personality
Insights
Relationship
Extraction
Retrieve
and Rank
Language
Speech to Text Text to Speech
Speech
Emotion Analysis Tradeoff Analytics
Data Insights
AlchemyVision Visual Insights Visual Recognition
Vision
Watson APIs for Marketers
STRATEGY
Superior
Sight
Market Insights
Makes you
more RELEVANT
“However beautiful the
strategy, we should
occasionally look at the
results.”
Sir Winston Churchill
DATA
AI provides
Superior
Strength
Survival of the fittest in an AI world
Survival of the fittest in an AI world
Survival of the fittest in an AI world
80% UNSTRUCTURED
DATA
STRUCTURED
DATA20%
POS
DISTRIBUTION CENTRESCANNER DETAIL SKU LEVEL RETAIL STORE
INTERNAL
CRMSUPPLY CHAIN INVENTORY PRICING PRODUCT
MACHINE INTERACTIONS
INTELLIGENCE
of THINGS MACHINE SENSORS OPERATIONS METRICS
SOCIAL
INSTAGRAM FACEBOOK TWITTER PINTEREST SNAPCHAT LINKEDIN
THIRD PARTY
LOCAL NEWS DEMOGRAPHICS WEATHER MARKET INSIGHTS WIRELESS LOCATION GEO SPACIAL
CONSUMER
INTERACTIONS DIGITAL INTERACTION CONSUMER PERSONA EVENT INTERACTION ADVERTISING
#BIGDATA
On average only 0.5% of customer data
is ever analyzed even though
over 30% is useful.
DATA
Superior
Strength
Big Data
Makes you
more PROACTIVE
“When you remove
layers, simplicity
and speed happen.”
Ginni Rometty
PLATFORM
AI provides
Superior
Speed
Charlie Rose:
“To be on top of everything that’s out
there...all the trials taking place around the
world. Seems like an incredible task for any
one university or one facility to do.”
Dr. Sharpless:
“It’s essentially undoable”
Excerpt from 60 Minutes Interview
Dr. Sharpless:
“They taught Watson to read medical literature
essentially in about a week. It wasn’t very
hard. And then Watson read 25 million papers
in about another week. And then it also
scanned the web for clinical trials open in
other centers. And all of a sudden we had this
complete list that was sort of everything we
needed to know.”
Excerpt from 60 Minutes Interview
IBM Cloud
Get peace of mind from a multi-tenant SaaS solution with
IBM Cloud security, scalability and performance.
Control & Customization
Create a superior customer experience
to drive business results.
Speed & Simplicity
Innovate faster and execute better
than your competitors.
Fast, Easy & Everywhere
PLATFORM
Superior
Speed
Cloud
Makes you
more AGILE
“A human and a machine
is greater than any
human or a machine.”
EXPERTISE
John Kelly
AI provides
Superior
Intellect
Survival of the fittest in an AI world
Actions
Decisions Actions
Answers Decisions Actions
Questions Answers Decisions Actions
Best
Questions
Best
Answers
Best
Decisions
Best
Actions
OBSERVES
INTERPRETS
EVALUATES
DECIDES
EXPERTISE
Superior
Intellect
Better Decisions
Makes you
moreVALUABLE
STRATEGY
Superior
Sight
Insights to be
RELEVANT
DATA
Superior
Strength
Big Data to be
PROACTIVE
PLATFORM
Superior
Speed
Cloud to be AGILE
EXPERTISE
Superior
Intellect
Better Decisions to
beVALUABLE
“If you wait until there is
a case study in your
industry, you’ve
waited too long.”
Seth Godin
Because when
it comes to
surviving in the
AI world…
if you’re not
at the table…
you’re on
the menu!
Thank you
45© 2018 IBM Corporation
Louis Richardson
Chief Storyteller
IBM Watson Customer Engagement
@inter_vivos

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Survival of the fittest in an AI world

Editor's Notes

  1. From the feedback that we get from clients around the world - There’s no question that the world of eCommerce, Customer Experience, Omnichannel , AI are converging and evolving at a rapid pace.
  2. And some of us are taking the lead and some organizations are being left behind as we’re aware from I was last at this forum. It was not solely about strength and intelligence but the ability to combine these with adapting to ones changing environment.
  3. The Dodo did not change its behavior with relation to a changing environment – Disappeared because they were not afraid of Humans, and made extinct by Dutch Sailors
  4. Another example from the same island of Madagascar, and what better example of evolution can we have than the Chameleon which adapts to its changing environs better than most creatures.
  5. In the rapidly evolving world of eCommerce are you the dodo or the Chameleon? Are you the follower or the leader and what I want to discuss is what defines a leader and what tools are required to enable a leader.
  6. The first among them is having Superior Sight / Knowledge of the Environment and in this case the customer – Ability to zeroing in on the things which is most meaningful to you.
  7. Not referring to system resilience but to the Strength of Customer Experience which is at the core of your client engagement and therefore business.
  8. Think about a destination you might drive to. Let’s say it’s your office in town. Now before you get into your car to drive there, I’m going to get inside and cover all your windows and mirrors and external cameras with a black film. So you can’t see anything.
  9. Then I’m going to take an blade and cut out small portions of the film. I’ll open up about 20% of your view. Now I’m going to put you in your car and ask you to drive to your office. One other thing, every other driver on the road has the same visual challenge. How do you feel? A little anxious. What do you think of your chances of successfully getting to your office? It’s a challenge. But wait, there’s more. It’s raining and I’m going to demand you go faster. Now what’s your anxiety level? How can you possibly do this? Interestingly, most companies are driving their businesses in this same way. They are operating on a view of only 20% of the available data.
  10. Now, let me step back inside your car and take down ALL the film. I’ll adjust your mirrors and tune your exterior cameras. Now get back on the road. And yes, all the other drivers are still visually impaired. But how do you now feel about your chances of success? There will be hazards, but you’ll be able to see them and avoid them. There will be openings and opportunities others won’t be able to see and you’ll be able to take advantage of them. This is what our view of AI provides to you. It gives you access to data you previously considered dark and inaccessible. And like difficult driving conditions, there is a lot of information to process. There is a lot going on and if you were incombered with all this information at once, you’d be paralyzed. But well designed AI is like the systems you may have in your car. There may be objects in your blind spot that you don’t need to know about UNTIL you start to move over or turn on your blinker. THEN you need to know so you can take the right action. There may be accidents miles ahead but in your planned route. Mobile apps help us know about those and even offer alternative routes in real time. Note, you don’t need to know about every accident that is happening everywhere, only those in your path. AI extends your line of sight to show you possible issues or problems along your current process and then provide you with business relevant options to help you make the best decisions.
  11. 20% structured? IBM + Salesforce. “Watson makes Einstein smarter”. Cognitive is the new CRM
  12. Superior Speed in deployment – The first thing that vendors talk about is SaaS and sure infra plays a part but what we really want to address is…
  13. Taking a quick look IBM Digital Commerce is... Speed & Simplicity Fast and simple: Self-service enabled with Watson AI support so you can move quickly Current: Zero down-time updates means you are always up-to-date Watson: AI for the Commerce Professional Control & Customization Customizable: Build the experience your customers want Extensible: Quickly and easily add new capabilities with REST APIs Cost-effective: Built to scale costs flexibly as you grow
  14. And finally you need the 4th dimension for adaption – you can have vision, have strength, and you can be fast but unless you’re smarter that your competitors you won’t win.
  15. Kid analogy
  16. Seth godin