The underlying power of AI lies in the customer data that is being collected and is harnessed by computers at an amazing rate impacting almost all industries. How can this data be used to understand customers needs better? Can it help us predict customer behavior without intruding on their privacy? Does it have the power to become a marketers tool to let the customer lead and disrupt industries? Sudha Jamthe's talk shows how AI is making decisions done by humans and impacting many traditional marketing roles.

1. 1
Artificial Intelligence for
Customer-Centered Marketing
SUDHA JAMTHE, CEO IoT Disruptions
BMA NorCal, Palo, Alto, CA, USA Oct 19th 2017
IoTDisruptions.com © 2017 Sudha Jamthe
Image: bigthink.com

2. SUDHA JAMTHE Background
2
CEO IoTDisruptions, Technology Futurist
Continuing Studies Instructor
Driverlesscarbook.com @sujamthe
Technology Futurist with a mix of Academic and Global Digital Transformation
Strategic, Entrepreneurial & Operational Experience.
My specialty: Finding gaps for innovation and b-model development in new tech
ecosystems.

3. AI TECHNOLOGY SPECTRUM
3
Machine Learning
& Deep Learning
Cognitive
IoT
AR/VR
Voice to Text
Text to Speech
Facial
Recognition
Computer Vision
NLP
Machine Intelligence
IoTDisruptions.com http://bit.ly/IoTAIBook @sujamthe
Copyright: Sudha Jamthe

4. AI STARTUP LANDSCAPE
IoTDisruptions.com http://bit.ly/IoTAIBook © sujamthe 4

5. CAN AI HELP MARKETERS IN BEING
CUSTOMER-CENTRIC?
5IoTDisruptions.com http://bit.ly/IoTAIBook © sujamthe
Image: bigthink.com

6. AI IMPACTS MARKETING OWNERSHIP OF
CUSTOMER IN EVERY STEP OF A B2B BUSINESS
marketing
sales
Service
Customer
Engagement
Production
6IoTDisruptions.com http://bit.ly/IoTAIBook © sujamthe
Demand
Estimates
Demand
Generation
Sustainable
Growth
Post-Sales
experience
Understand
need shifts
Shifts in
brand equity
& trust
© Sudha Jamthe

7. 1. AI MAKES DECISIONS TYPICALLY
MADE BY MARKETERS
7IoTDisruptions.com http://bit.ly/IoTAIBook © sujamthe

8. AI PREDICTS CUSTOMER DEMAND &
EQUIPMENT HEALTH
IoTDisruptions.com http://bit.ly/driverlessworld 8
Connected appliances
can predict customer
demand from their
usage patterns.
Marketing can use this
data to add to their
business experience to
understand customer
usage vs. engagement
more intimately.

9. 9
AI OPTIMIZE PROCESSES USING ROBOTS
Automation in
ManufacturingAmazon Kiva
in the warehouse
Image:cnet.com
AI driven Robots
optimize to increase
production volumes.
When a company can
produce more
marketing should be
involved in deciding
how to increase
demand - from same
customer or new
markets.
Did AI in Distribution
create Amazon’s
challenge to expand
Prime customers?
Manufacturing with
Robots to produce
more should match
customer demand.
IoTDisruptions.com http://bit.ly/driverlessworld

10. AI MAKES DECISIONS WITHOUT HUMAN
INTERVENTION
IOTDisruptions.com #IoTAI @sujamthe 10
Deepmind (Google),
predict Kidney problems
Nanobots detect and
kill cancer cells
Image: cnn.com
Marketing has an
opportunity to
solve for customer
fears as customer
roles shifts in the
new reality where
AI makes
decisions without
human
intervention.
e.g. Doctors role
changes with
augmented AI
predicting diseases.
How is marketing going to
help B2B customers
facing automation
challenges?

11. 2. AI BECOMES FIRST CUSTOMER
TOUCHPOINT
11IoTDisruptions.com http://bit.ly/IoTAIBook © sujamthe

12. 12
ROBOTS in Security, Airports, Malls,
Customer Service
Images: Sudha Jamthe
IoTDisruptions.com http://bit.ly/driverlessworld

13. 1IoTDisruptions.com http://bit.ly/IoTAIBook © sujamthe
DRONES ARE $127Bil EYE IN THE SKY

14. 14
BOTS ENGAGING/ LEARNING/ WINNING
CUSTOMERS
Image: Theverge.com
Amy from x.ai Melody Medical Bot from Baidu
Travel, Shopping, Financial, Customer Service, Health Bots: Claire, Clara,
Julie, Ann , Messenger Bot from Kayak, KLM, Expedia, …
Marketing needs to get involved in capturing customer
feedback when customers engage with Chatbots and
Robots as 1st Customer Touch point
IoTDisruptions.com http://bit.ly/driverlessworld

15. 3. AI IS BRINGING US THE ALWAYS-
ON CUSTOMER WITH MOBILITY
SERVICES
15IoTDisruptions.com http://bit.ly/IoTAIBook © sujamthe

16. 1
Image: onenewssource.com
Lyft/Uber/Didi/BlaBlacar
TRANSPORTATION AS A SERVICE
Ad driven AV buses in NY
Voyage Autonomous Taxi (San Jose, CA)
IoTDisruptions.com http://bit.ly/driverlessworld
Personal mobility vehicle (Ford)

17. MOBILITY SERVICES FOR THE RIDE-SHARE
ECONOMY
1
CUSTOMER DATA = $$$ & NEW B-MODELS
NEW CUSTOMER SEGMENTS WITH MOBILITY
IKEA pays for retail ride (Tadaa!). Future: Mobility Health clinic, B2B Trucking Pods.
IoTDisruptions.com http://bit.ly/driverlessworld

18. 18
WRAPUP: WITH AI AUTOMATION
TAKING OFF CAN WE BUILD MORAL
MACHINES
WITH CUSTOMER EMPATHY?
Driverlesscarbook.com #Driverless @sujamthe

19. Slides are at:
http://slideshare.com/sujamthe
Tweet me @sujamthe
Signup for newsletter:
http://iotdisruptions.com
http://driverlessworldbook.com
http://bit.ly/sudhajamthe
19IoTDisruptions.com #IoTAI @sujamthe