Machine-Assisted Narrative
How to Transform and Scale Your B2B Content with
Artificial Intelligence
Paul Roetzer
Founder & CEO, PR 20/20
Founder, Marketing AI Institute
@PaulRoetzer
@PaulRoetzer • #CMWorld

Can we automate
content creation
through artificial
intelligence (AI)?
@PaulRoetzer

Can we use machines
to write blog posts
at scale?
Image: Franck Calzada/YouTube

What is Artificial Intelligence (AI)?
@PaulRoetzer • #CMWorld

“The science of making machines smart.”
— Demis Hassabis, Co-Founder & CEO of DeepMind
(which in turn augments human knowledge and capabilities)
Source: Rolling Stone

Source: John Koetsier
natural
language
processing
natural
language
generation
computer
vision
image
recognition

an algorithm is a
set of instructions that
tells the machine what to do.
@PaulRoetzer

@PaulRoetzer
IF visitor downloads ebook,
THEN send three-part email campaign.

Except with AI the machine can create its own
algorithms, determine new paths, and
unlock unlimited potential.

What if there are 10,000 downloads,
across five personas, originating
from multiple channels (social,
organic, paid, direct) that require
personalized emails and website
experiences based on user history?
@PaulRoetzer

ai is hiding in plain sight.

you use ai every day.

it determines what you find . . .

what you say . . .

what you watch . . .

what you read . . .

and what you buy.

Your life is already machine-assisted,
and your marketing will be too.

Launched November 2016

$14.8 M
$17.2 M
$5.1 M
Source: Crunchbase
Artificial Intelligence + Sales/Marketing
$55.3 M
$40.4 M
$13.6 M
$10.8 M
$7.4 M
$4.7 M
$11.0 M
24 Spotlights with $218M+ in Funding

Image: Timothy Neesam
Sales & Marketing Artificial Intelligence Companies*
511 companies
259 with funding
$2.9B in total funding
* Source: Crunchbase

It’s still very early. Many AI solutions
aren’t actually that “intelligent”.

The 5 Ps of AI
@PaulRoetzer • #CMWorld

Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai

Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Predicting consumer behaviors,
defining strategies, prioritizing
activities and determining how
to allocate marketing resources.

source: HubSpot
discover keywords and build topic clusters.

capture competitive intelligence.

analyze existing content.
Buzzsumo + IBM Watson Analytics

@PaulRoetzer

@PaulRoetzer

@PaulRoetzer

Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Creating, curating and
optimizing content, including
blog posts, emails, landing
pages, video and
advertisements.

source: Curata
curate content.

write email subject lines.
source: Phrasee

source: Atomic Reach
score content based on probability of engagement.

source: Acrolinx
Acrolinx
analyze text for grammar, sentiment, tone and style.

source: Automated Insights
write data-driven content.

auto-tag images and video.
source: Clarifai

source: The Drum
“Content creation is something that we have been doing
for a very long time . . . what I want to start
experimenting with is automated narratives.”
This experimentation will explore how AI can be applied
to everything from choosing music, updating social
media and even writing scripts . . .
(Mariano Bosaz, Coca-Cola’s global senior digital director, interview with AdWeek)

Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Personalizing consumer
experiences through intelligently
automated emails, content and
product recommendations, AR/
VR, and web experiences.

source: Automated Insights
send data-driven, customized emails.

recommend highly targeted content.
source: Skyword

source: Sitecore
deliver tailored web experiences.

adapt content recommendations by segments and patterns.
source: Salesforce

Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Managing cross-channel and
cross-device promotions to drive
engagement and actions,
including audience targeting,
social publishing and digital
paid media management.

publish social shares.
source: Cortex

optimize cross-channel campaigns.
source: OneSpot

source: Sentient
adapt content, offers and web experiences.

adjust digital ad spend in real-time.
source: Albert

Source: Campaign
In October 2016, lingerie retailer Cosabella replaced
its digital agency with an AI platform named 'Albert'.
Since then it has more than tripled its ROI and
increased its customer base by 30 percent.
@PaulRoetzer

Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Turning data into intelligence
through automated narratives
and insights, and using that
intelligence to optimize
performance.

source: Automated Insights
write performance reports.
We implemented natural language generation (NLG) with Google
Analytics reports, cutting analysis and production time by more than 80%.

monitor activities and outcomes.
source: GrowthBot

source: Google
discover insights from analytics.
“What is the trend of session
duration in NYC last month?”
“Which referral sources bring
in the most users?”
“What share of my traffic was
from mobile yesterday?”

How to get started
@PaulRoetzer • #CMWorld

start with a single use case.
@PaulRoetzer

What’s next?
@PaulRoetzer • #CMWorld

Will machines replace marketers?
@PaulRoetzer

Source: The Guardian
“A machine will win a Pulitzer one day,”
predicts Kris Hammond from Narrative
Science, a company that specialises in
natural language generation. “We can tell
the stories hidden in data.”

“BoA anticipates $14 - 33 trillion in annual
creative disruption impact in 10Y, including
. . . $9 trillion in employment cost cuts via
AI-enabled automation of knowledge
work.” — Bank of America Merrill Lynch
“By 2021, AI-powered CRM activities could
increase global business revenues by $1.1
trillion and create 800,000 net-new jobs.”
— Salesforce
how will marketers be affected?

ai will largely enhance your knowledge and capabilities.
(in the near term)
@PaulRoetzer

ai can be your competitive advantage.
@PaulRoetzer

Paul Roetzer
Founder & CEO | PR 20/20
Founder | Marketing AI Institute
paul@PR2020.com
www.PR2020.com
www.MarketingAIinstitute.com