21st Century Ways of Engaging with Your Customers: Leverage Data and AI/ML to Drive New Experiences and Deliver Better Informed Decisions Speaker: Matt Pitchford, FS Specialist Solutions Architect, AWS Discover how to create a knowledge mine of rich insights from your data using cognitive technologies. Use this approach to serve customers with smart cognitive assistants delivering memorable financial experiences and use the same technology to empower colleagues to make efficient decisions across your organisation.

1. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Matt Pitchford
01.10.18
AI Powered Conversational Interfaces
Personalised Chatbots to Drive New
Financial Services Experiences

2. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
What we will cover…
• Conversational AI: Computers That Talk
- Why the Voice of the Customer is Growing
• Freeing up Data with Conversational Chatbots
- Which,What,Hows…

3. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
People like to talk

4. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Conversational access
On-demand
Accessible
Efficient
Natural

5. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
© 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
It is currently 78
degrees. Today in
Washington, you
can expect more of
the same, with…
What’s the weather like?
How hot is it outside?
Tell me the forecast.
Short sleeves are the way to
go today. No rain in sight.

6. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Voice is the new frontier to engage
1 9 7 0 s 1 9 8 0 s 1 9 9 0 s P R E S E N T2 0 0 0 s
Character Mode
GUI
Web
Mobile
VUI

7. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
How do we ask questions on Enterprise data
using natural language?

8. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Chatbots for the Enterprise

9. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Developer challenges
Conversational interfaces need to combine a large number of
sophisticated algorithms and technologies
Speech
Recognition Language
Understanding
Business Logic
Disparate Systems
Authentication
Messaging
platforms
Scale Testing
Security
Availability
Mobile

10. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Design takes time to emerge

11. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Two Common Chatbot Development Approachess
Retrieval Chatbot
Create a rule-based system to answer questions which are
defined in closed domain with fixed known answers:
• Well suited to slow paced and structured data
• Can support simple queries
Generative Chatbot
Use Machine Learning and AI to deliver sophisticated
answers to complex queries using trained models:
• Well suited to fast changing and unstructured data
• Can support more complex queries
“reset password”
“What is the sentiment of
$companyABC stock today?”

12. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Error and
Feedback
Mechanism
Natural Language
Understanding &
Processing
Architecture: Components to Build a Chatbot
User Interface
User
Context
Fulfilment
Engine
Analytics and
Reporting
Integration

13. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Amazon Lex

14. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Amazon Lex
Voice and text
“chatbots”
Powers
Alexa
Voice interactions
on mobile, web,
and devices
Text interaction
with Slack, Twilio SMS, and
Facebook Messenger
Enterprise
connectors
Improving human interactions…
• Contact, service, and support center interfaces (text + voice)
• Employee productivity and collaboration (minutes into seconds)

15. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Conversation flow
Utterances
Spoken or typed phrases that invoke
your intent
BookHotel
Intents
An intent performs an action in
response to natural language user
input
Slots
Slots are input data required to fulfill
the intent
Fulfillment
Fulfillment mechanism for your
intent

16. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
How do I get started?
Retrieval Chatbots

17. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
What is QnABot?
QnABot uses Amazon Lex and Amazon Alexa to provide a natural
language interface to a “Question and Answer” knowledge base, so your
users can just ask their questions and get quick and relevant answers.

18. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
When to use QnABot
When you want to automate answering natural language questions.
From content, you control (using many ‘doors’):
• Text chat and/or voice on their website, or 3rd party messaging app
• Alexa
• or through Amazon Connect call center
The QnABot is easy and quick to install and use. AWS expertise is not
required.

19. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
QnABot Architecture
Blog:
www.amazon.com/qnabot
GitHub:
https://github.com/awslabs/aws-ai-qna-bot

20. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Demo

21. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Show me more… I want to dive deeper!
Generative Chatbots

22. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Many Opportunities to gain Insight from Data
• How do we deliver the
ability to ask questions
on data?
• Evolve Chatbot to use
models:
• Serve customers
better with the data
that you have
• Benefit from
uncatalogued dark
data that you are
currently not analysing
or data which may be
changing at rapid pace
Operational DBMS,
Knowledge Repos
IoT, Social, Web
etc.
Structured Unstructured
Dark Data
Unused Customer,
Transactional & Document
Repositories etc.

23. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Good AI Chatbots Solve Some Of The Hardest Problems In Computer Science
Learning Language Perception Problem
Solving
Reasoning

24. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Put machine learning in the hands of every developer
and data scientist
ML @ AWS: Our mission

25. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
The Amazon Machine Learning Stack
FRAMEWORKS & INTERFACES
Caffe2 CNTK
Apache
MXNet
PyTorch TensorFlow Chainer Keras Gluon
AWS Deep Learning AMIs
Amazon SageMaker
Rekognition Transcribe Translate Polly Comprehend Lex
PLATFORM SERVICES
APPLICATION SERVICES

26. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Deep Dive on Developing a
Knowledge Mine on AWS
Answer Questions Intelligently with
Machine Learning

27. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Error and
Feedback
Mechanism
Natural Language
Understanding &
Processing
Architecture: Chatbot Components Overview
User Interface
User
Context
Fulfilment
Engine
Analytics and
Reporting
Integration
ML
Models

28. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Let’s Review the ML Process

29. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Data Visualization &
Analysis
Business Problem –
ML problem framing Data Collection
Data Integration
Data Preparation &
Cleaning
Feature Engineering
Model Training &
Parameter Tuning
Model Evaluation
Are Business
Goals met?
Model Deployment
Monitoring &
Debugging
– Predictions / Answers
YesNo
DataAugmentation
Feature
Augmentation
Artificial Intelligence/Machine Learning Process
Re-training
• Help formulate the right
questions
• Domain Knowledge

30. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Data Visualization &
Analysis
Business Problem –
ML problem framing Data Collection
Data Integration
Data Preparation &
Cleaning
Feature Engineering
Model Training &
Parameter Tuning
Model Evaluation
Are Business
Goals met?
Model Deployment
Monitoring &
Debugging
– Predictions
YesNo
DataAugmentation
Feature
Augmentation
Integration: The Data Architecture
Retraining
• Build the data platform:
• Amazon S3
• AWS Glue
• Amazon Athena
• Amazon EMR
• Amazon Redshift
Spectrum

31. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Amazon SageMaker
1 2 3 4
I I I I
Notebook Instances Algorithms ML Training Service ML Hosting Service
A fully managed service that enables data scientists and developers to quickly and easily build machine-
learning based models into production smart applications.

32. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Model Hosting
(SageMaker)
Calculate
Features
Reader
Cleanser
Processor
Data
Lookup
Training
Feature Store Model Training
(SageMaker)
Algorithm
Model
Client Answers
Service
Amazon
SageMaker
Amazon
SageMaker
Generative Chatbot: Fulfilment Architecture using AWS SageMaker

33. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Final Thoughts

34. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
© 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Bots Complement use of AI/ML within FSI
• Claims fraud detection
• Sales practices /
transaction surveillance
• Investigations
optimization
• Regulatory mapping
• Automated underwriting
• Automation claims adjusting /
claims handling
• Claims image analyses
• Verification of coverages
• Corporate actions
• Identification of product gaps
& opportunities
• Churn analyses
• Lapsation analyses
• Automated prompts to CSRs
and producers
• Portfolio management/
robo-advising
• Algorithmic trading
• Sentiment/news analysis
• Valuation calculations
• Anticipatory & contextual
offers
• Propensity to buy
• Householding information
• Tighter personas /
segment of one
Compliance,
surveillance, and
fraud detection
Next-best
action & next-
best offer
Automated
workflow &
processing
Portfolio / hedging
strategies
Long-term
customer value
Financial institutions are increasingly investing in AI/ML thanks, in part, to the availability of
cost-effective, easy-to-use, and scalable cloud-based AI/ML services.

35. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Thank You!