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Age of autonomy DMA &Then Conference by Larry Smith

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The Age of Autonomy presentation at the DMA &Then

Automation has gone wild: artificial intelligence stealing jobs, millions of robots building billions of devices, self-driving cars, and killer drones. The ability to make smart machines run without people is here. What does this mean for marketing and data programs today and in the near future? Will a bot run your next campaign?
The current state of automation on a macro level
The core technologies transforming today’s human (and machine) interactions
Real-world examples of marketing technology pivots for the new automated reality

Published in: Marketing

Age of autonomy DMA &Then Conference by Larry Smith

  1. 1. #andTHEN17 DATA AND MARKETING IN THE AGE OF AUTONOMY
  2. 2. DATA AND MARKETING IN THE AGE OF AUTONOMY Larry W. Smith @lwsmith10011
  3. 3. #andTHEN17 AUTONOMY IS DIFFERENT THAN AUTOMATION AS HARDWARE IT LOOKS DIFFERENT AS SOFTWARE IT ACTS DIFFERENT AUTONOMY IS RICH WITH DATA MANY EMERGENT MARKETING OPPORTUNITIES © 2017 Larry W. Smith @lwsmith10011
  4. 4. #andTHEN17 LL WE CAN DO IT!  Independent  Self-sufficient  Connected  Informed  Adaptable © 2017 Larry W. Smith @lwsmith10011
  5. 5. #andTHEN17 PEPPER, A COMPANION © 2017 Larry W. Smith @lwsmith10011
  6. 6. #andTHEN17 HOSPITALITY - HOTEL CHECK-IN http://www.cnn.com/travel/article/hotels-robot-future-travel/index.html © 2017 Larry W. Smith @lwsmith10011
  7. 7. #andTHEN17 ROAR! . . . IN 4 LANGUAGES © 2017 Larry W. Smith @lwsmith10011
  8. 8. #andTHEN17 BOTLR, THE HOTEL BELLHOP © 2017 Larry W. Smith @lwsmith10011
  9. 9. #andTHEN17 MAN’S BEST FRIEND, SPOTMINI © 2017 Larry W. Smith @lwsmith10011
  10. 10. #andTHEN17 KNIGHTSCOPE SECURITY PATROL © 2017 Larry W. Smith @lwsmith10011
  11. 11. #andTHEN17 HIGH TECH – SOFT TOUCH • Unique and novel • Interact on a personal level • Modestly and briefly engaging • Self-sufficient • Adaptable • Always on © 2017 Larry W. Smith @lwsmith10011
  12. 12. #andTHEN17 HOW DO THEY DO THAT? • Packed with sensors: sight, sound, motion, touch, GPS • Well trained in Natural Language Processing (NLP) and Image Recognition • Adaptive with Machine Learning (ML) • Local and Cloud processing plus data collection and analysis • Control and override by phone © 2017 Larry W. Smith @lwsmith10011
  13. 13. #andTHEN17 SELF DRIVING CAR © 2017 Larry W. Smith @lwsmith10011
  14. 14. #andTHEN17 LIVING ROOM ON WHEELS © 2017 Larry W. Smith @lwsmith10011
  15. 15. #andTHEN17 MOBILE HOME © 2017 Larry W. Smith @lwsmith10011
  16. 16. MOBILE CONFERENCE ROOM © 2017 Larry W. Smith @lwsmith10011
  17. 17. #andTHEN17 A NEW DATA RICH PLATFORM © 2017 Larry W. Smith @lwsmith10011
  18. 18. PACKED WITH ADVANCED LASER, RADAR, IMAGING AND COMPUTATIONAL TECHNOLOGY © 2017 Larry W. Smith @lwsmith10011
  19. 19. #andTHEN17 NEW VEHICLE, RICH WITH MARKETING OPPORTUNITIES • New products just for the car to entertain, eat, cook, work, and sleep • On-the-road delivery and retail rendezvous • Branded content like road trips and special curated destinations • Out-of-home advertising and smart billboards will recognize, respond, and tailor messages; can be 2 way! • Streaming entertainment (video, audio, gaming, AR/VR) will be mobile aware and context sensitive • Social networks formed on the road by proximity, routes and destinations (Waze +2) © 2017 Larry W. Smith @lwsmith10011
  20. 20. #andTHEN17 LONG HAUL SHIPPING © 2017 Larry W. Smith @lwsmith10011
  21. 21. #andTHEN17 FARM FOOD © 2017 Larry W. Smith @lwsmith10011
  22. 22. #andTHEN17 HARVEST 24/7 © 2017 Larry W. Smith @lwsmith10011
  23. 23. #andTHEN17 DELIVERY BY AIR © 2017 Larry W. Smith @lwsmith10011
  24. 24. #andTHEN17 FULL TIME, ON TIME • Operating 24 hours to maximize asset value • Offset rising labor costs • Use data for greater precision and economy with benefits for fleet management, routing, and maintenance • Time sensitive delivery and harvesting • Farm vehicles preform many functions with multiple sensors for weather, ground conditions (water), and weeding (spray) © 2017 Larry W. Smith @lwsmith10011
  25. 25. #andTHEN17 IN THE OCEAN © 2017 Larry W. Smith @lwsmith10011
  26. 26. #andTHEN17 FLYING COMBAT © 2017 Larry W. Smith @lwsmith10011
  27. 27. #andTHEN17 EXPLORING MARS © 2017 Larry W. Smith @lwsmith10011
  28. 28. #andTHEN17 EMERGENT OPPORTUNITIES • In harms way . . . places where people no longer need to be present • Collecting and transmitting huge volumes of data for local use and overall mission value • Multi-task using a broad spectrum of tools, sensors and cameras © 2017 Larry W. Smith @lwsmith10011
  29. 29. BANK ON IT © 2017 Larry W. Smith @lwsmith10011
  30. 30. #andTHEN17 ATMS MADE IT CHEAPER TO OPERATE A BANK BRANCH SO MORE TELLERS WERE NEEDED AS BRANCHES WERE MORE AFFORDABLE © 2017 Larry W. Smith @lwsmith10011
  31. 31. #andTHEN17 CLEAN HOUSE © 2017 Larry W. Smith @lwsmith10011
  32. 32. #andTHEN17 DATA COLLECTION EVERYWHERE WITH INTERESTING USES AND PENALTIES © 2017 Larry W. Smith @lwsmith10011
  33. 33. #andTHEN17 COLLECT TRASH © 2017 Larry W. Smith @lwsmith10011
  34. 34. #andTHEN17 • Wifi with advertising at log-in • Billboard and brand wrapping • Functional • Transmits fullness status to increase efficiency of service and route optimization • Compacts automatically • Self sufficient solar chargers BIG BELLY TRASH CANS © 2017 Larry W. Smith @lwsmith10011
  35. 35. #andTHEN17 ENGAGE ME © 2017 Larry W. Smith @lwsmith10011
  36. 36. #andTHEN17 AI billboard “evolves” according to how users interact with it; uses facial recognition to gauge if people look happy, sad or neutral. A "genetic algorithm" determines which "genes" in the ads -- elements like image, copy, layout, fonts -- are successful. © 2017 Larry W. Smith @lwsmith10011
  37. 37. #andTHEN17 In store kiosks generate 10 to 20 times more sales per square foot than conventional retail space Put them in any high traffic, audience target location Transmit data, transactions and inventory and more BUY/SELL ANYWHERE © 2017 Larry W. Smith @lwsmith10011
  38. 38. #andTHEN17 Vending Machine with embedded camera to identify your gender and age, allowing it to suggest targeted products. It remembers your purchasing history, so it will tailor its ads to you every time you use it. Pay with phone app. © 2017 Larry W. Smith @lwsmith10011
  39. 39. #andTHEN17 AMAZON PROTOTYPE STORE • Grab and Go • Autonomous, no check out Amazon GO app logs customer in Computer vision, sensor fusion, and deep learning know when you take an item (or return it) No lines, no checkout © 2017 Larry W. Smith @lwsmith10011
  40. 40. #andTHEN17 LL WE CAN DO IT!  Independent  Self-sufficient  Connected  Informed  Adaptable © 2017 Larry W. Smith @lwsmith10011
  41. 41. #andTHEN17 YES WE CAN  Personal  Targeted  Social  Mobile  Connected  Evolve © 2017 Larry W. Smith @lwsmith10011
  42. 42. #andTHEN17 X.AI MEETING SCHEDULER • Automagically schedules appointments • Saves time • Eliminates frustration • $40 million invested • Limited beta release after 3 years © 2017 Larry W. Smith @lwsmith10011
  43. 43. #andTHEN17 L’OREAL MAKEUP GENIUS • Facial scanner • Analyzes 60 characteristics • Real time presentation of products and shade mixes • Smart personal profile with preferences and inferences • Direct in-app purchase • Mobile © 2017 Larry W. Smith @lwsmith10011
  44. 44. #andTHEN17 XIAOICE CHATBOT: AUTONOMOUS FRIEND • Over 20 million registered users • The average user interacts with the service 60 times a month • +850,000 followers on Weibo • Ranked as Weibo’s top influencer XIAOICE (sh-ih-ow-ice) © 2017 Larry W. Smith @lwsmith10011
  45. 45. #andTHEN17 FACEBOOK MESSENGER BOTS (APPS) AND CHATBOTS • Over 35,000 bots from 100,000 Developers • 60 million businesses on Facebook Messenger • AI-powered M assistant • Full engagement loop; e.g. from food, recipes, reservations or delivery • Access to FB user data © 2017 Larry W. Smith @lwsmith10011
  46. 46. #andTHEN17 AI DESIGNED TO CREATE PHONE CASES TERRIBLY MALFUNCTIONS - FILLS AMAZON WITH 31,000+ HILARIOUS PRODUCTS © 2017 Larry W. Smith @lwsmith10011
  47. 47. #andTHEN17 • Emarsys for email marketing automation and customer lifecycle management; • Sentient for conversion rate optimization; • Albert.ai for display and mobile ad management; • Narvar for customer order updates and tracking; • YotPo for user-generated content management; • Pixlee for curating consumer images from social media. COSABELLA REPLACED ITS AGENCY WITH ARTIFICIAL INTELLIGENCE – REVENUE UP 60% © 2017 Larry W. Smith @lwsmith10011
  48. 48. #andTHEN17 WHAT MAKES ALBERT AUTONOMOUS? Makes Decisions Unaided Works at the Non-Linear Process Level Combines Marketing Intel with Brand Intel Becomes Smarter Over Time Real-Time Discovery + Action Albert processes and analyzes massive amounts of data, and then makes the decisions a human would otherwise make, and acts in response to those autonomously (unaided). Albert doesn't just automate single tasks; he manages entire non-linear processes. Unlike a production line process, where one step is completed before the next begins, non-linear processes are comprised of multiple interconnected variables that can all change simultaneously, changing some or all other variables as a result, several times per second. Albert’s algorithms are patented and have been “training”—or gaining intelligence about the digital marketing ecosystem as it evolves—for years. As the ecosystem changes, Albert learns and adapts to it. Albert brings this constantly-evolving digital marketing intelligence with him to every brand he works with. It comes standard, you might say. When he adds a brand’s campaign data and assets into the mix, continuous autonomous learning is required to adapt to and execute as the landscape shifts in response to the new stimuli. Learns to execute real-time ad targeting, creative optimization, budgeting, creative reallocation, and deliver brand insights. © 2017 Larry W. Smith @lwsmith10011
  49. 49. #andTHEN17 PROGRAMMATIC MEDIA BUYING AND PLACEMENT • End-to-end digital delivery and data • Fully automated digital process • Highly subject to learning & retargeting • Beyond real time bidding and auctions • Public and private exchanges • Subject to fraud and brand safety issues © 2017 Larry W. Smith @lwsmith10011
  50. 50. #andTHEN17 DATA & MARKETING AUTOMATION RAPID GROWTH PHASE . . . WITH MASSIVE DISRUPTION AUTONOMY: WE’RE NOT THERE YET © 2017 Larry W. Smith @lwsmith10011
  51. 51. #andTHEN17© 2017 Larry W. Smith @lwsmith10011
  52. 52. #andTHEN17 AUTOMATE REPETITIVE TASKS, INTEGRATE TO CRM © 2017 Larry W. Smith @lwsmith10011
  53. 53. #andTHEN17 BUSINESS BENEFITS • Machines work 24/7 • Consistent quality output • Agile: test, learn, optimize • Data rich • Flexible for upgrades or repurpose • Economics and ROI • Emergent Opportunities © 2017 Larry W. Smith @lwsmith10011
  54. 54. #andTHEN17 INDIVIDUAL BENEFITS • Avoid tedium • More time to be productive and creative • Create new knowledge • Discover new opportunities, insights • Access to new data • Emergent Opportunities © 2017 Larry W. Smith @lwsmith10011
  55. 55. #andTHEN17 Jo Dee Messina – Bye Bye © 2017 Larry W. Smith @lwsmith10011
  56. 56. #andTHEN17 LARRY W. SMITH lsmith@thematix.com @lwsmith10011 STATE OF PLAY: AI-ENABLED PERSONALIZATION Monday October 9th • 3:30 pm - 4:15 pm © 2017 Larry W. Smith @lwsmith10011

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