Katie King is an expert on AI and its impact on marketing. She discusses how AI is advancing beyond just data analysis to generating data from sights and sounds through machine vision and speech recognition. AI will transform marketers by helping with segmentation, tracking, and keyword tagging to make planning and execution more efficient. While AI can aid content creation, human marketers are still needed for their creativity. New technologies like chatbots and autonomous retail robots powered by AI are also discussed. King emphasizes that to prepare for the future of work with AI, organizations need to focus on retraining, culture, and experimentation.

1. Business 4.0
AI’s impact on Marketing
@katieeking
Katie King

2. Introduction @katieeking
 Writing book for Kogan
Page Publishers on AI in
Marketing
 MD of Zoodikers
 Co-founder of AI in FM
 TEDx speaker
 Chairperson of a PRCA
Group
 Commentator on BBC
TV and radio
2

3. From Social Media to
Social Business
3

4. 4
Driving social business
1. Market segmentation
2. Channel/sector DNA
3. Integrated sales & marketing plan
4. Thought leadership strategy
5. Tiered relationship marketing
6. Call to action strategy

5. 1. Market segmentation
Your
audiences
Business
objectives
Marketing
objectives
Perceptions
to create in
3, 6, 9
months
Messages
to convey
INFLUENCE
THEM
Secure
contracts
Differentiate Twitter/ LinkedIn
PR
Blogs
Networking
Secure new
wins
Educate LinkedIn groups
Case studies
Social media
Awards
Attract new
staff/partners/
wider
stakeholders
Educate Webinars
Newsletters
Social media

6. 2. Channel/sector DNA
Your
audiences
What do they
read?
Which social
platforms?
Groups on
LinkedIn
Events Key topics of
interest

7. Attend networking
events and secure
speaker slots to
get in front of
prospects,
discussing topics
they are interested
in
3. Integrated sales and marketing
plan
Secure coverage
in target
publication
Publish blog to
support coverage
Use social media
to gauge interest
of prospects
Follow up with an
e-shot directing
prospects to
website content
and media
coverage

8. • Establish a strong position helping
to form/ drive communities
• Regularly publish content
• Participate on social networks to
learn, stay informed and connect
with people directly
• Build network presence to help
gain access to new contacts and
opportunities
• Look good online when being
searched for
4. Thought leadership strategy

9. Warm up potential sales leads with
ongoing conversation in your social
media communities and personal
profiles
5. Tiered relationship marketing

10. 6. Call to action strategy
• An important tool to capitalise on
the leads which will have been
warmed up through PR and social
media activity
• All email marketing should be
branded and contain key
messaging
• We can assist with writing
engaging content which will
include clear calls to action that
drive clicks

11. Next big challenge/opportunity is
Business 4.0
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12. Definition of AI
Artificial intelligence (AI - also known
as machine intelligence, MI) is
intelligence exhibited by machines,
rather than humans.
Turing test: machine's ability to exhibit
intelligent behaviour equivalent to, or
indistinguishable from that of a
human

13. AI is here today
13

14. 14
Predictions

15. 15

16. Common
myths about
AI
16

17. Driver-less cars
17

18. AI in schools
18

19. A futuristic smart
fridge
19
With cameras to track the
food inside, it sees that your
milk is running low. Because
it's connected to your credit
card and your preferred online
grocery store, it automatically
orders new milk based on data
it's gathered about your
previous shopping habits.

20. AI and marketing
20

21. Marketing technology
21

22. Data to assist marketers
• AI is advancing beyond data analysis and moving rapidly into data generation,
as machines get better at automating two basic human senses: sight and
hearing. Gleaning insights from data-rich media like voice and video is now
possible, and humans no longer have to manually categorize or describe
various types of media.
• AI will transform marketers from reactive to proactive planners. The enhanced
analytics that AI provides will help marketers more efficiently plan and execute
campaigns in three main areas: segmentation, tracking, and keyword tagging.
• AI will aid in content creation, but human marketers are still necessary. It’s still
early days for marketers to use AI to automatically create editorial content or
stitch together the right image with the right messaging for display ads.
Machines will help cut down on production time, but humans are needed for
their creative juices.

23. Autonomous retail service robot that
helps customers find products in-store in
multiple languages
23

24. Websites that make
themselves
24

25. Chatbots
According to Gartner research, chatbots will account for 85%
of all customer service by 2020.
25

26. AI and marketing
26

27. Defining marketing
for the digital age: econsultancy
27
”If we cannot reconcile digital
and classic marketing, we will
see further organisational silos,
duplicated work and a lack of
clarity and focus around roles
and responsibilities which leads
to inefficiency, frustration and
bickering. Opportunities are
missed and the growth that
marketing, and the business,
wants to deliver will by stymied.”

28. Deloitte: rewriting the rules of work
 Deloitte's latest Human Capital Trends report: many leaders unprepared to
deal with the future of work.
 Not prepared to manage a digitised workforce.
 Just 16% of leaders feel ready to manage a workforce consisting of both
people and artificial intelligence (AI).
 This is despite the implementation of robotics and AI in many of the
businesses surveyed. Of the leaders that responded, 42% said robotics,
cognitive and AI technologies were already in operation in their workplaces.
28

29. Jobs: + or -?
29
AI will eliminate 1.8M
jobs but create 2.3M
by 2020, claims
Gartner
Artificial intelligence will
augment workers and
become a 'net job
creator' by 2020
according to new
research.

30. How can you prepare?
 The right mindset
 Clear mid and long term business strategy. Control your own agenda
 (Re)training: closing the skills gap. You, your staff, your clients, your family
 Human traits; intuition and creativity
 Talent and culture: what are we in business for?
 Hire/attract the right people. Data scientists…
 Funding: e.g. Innovate UK or Crowdfunding
 Partner
 Innovate
 Be bold and experiment
30

31. 31
Keeping technology beneficial

32. 32
Time to moderate our laws and
careers advice

33. ***INNOVATE***
**ENGAGE**
*EVOLVE*
Thank you for your time
@katieeking
www.zoodikers.com