Hugues Rey pov about AI & Marketing. Focus on Insurance Business.

1. A.I. & MARKETING
HYPE VS REALITY
INSURANCE OPPORTUNITIES
BRUSSELS – 24TH OF APRIL 2018
HUGUES L. REY

2. Agenda
of
today
1. What is AI ?
2. Hype &
Opportunities
3. A.I. and
Marketing: 3D
4. Will A.I. steal
my Marketeer
Job ?
5. Conclusions
Wrap Up

3. 1. Artificial Intelligence:
Bases & Principles

5. What is AI & Machine (Deep) Learning ?

6. Robotic Process Automation
vs
Artificial Intelligence

8. Artificial Intelligence in Insurance
3 Trends
Behavioral Policy Pricing
• Ubiquitous Internet of
Things (IoT) sensors will
provide personalized
data
• usage-based
insurance)
• Car / Health / …
Customer Experience
Coverage
Personalization
• Seamless automated
buying experience,
using chatbots that can
pull on customers’
geographic and social
data for personalized
interactions
Faster, Customized
Claims Settlement
• Online interfaces and
virtual claims adjusters
will make it more
efficient to settle and
pay claims following an
accident, while
simultaneously
decreasing the
likelihood of fraud

9. 2. Hype or Reality:
Does Marketing need A.I. ?
GARTNER HYPE CURVE VS MARKETEER NEEDS

10. 1. AI invades
marketing
2. Transformational
technologies require
exploration and
patience
3. AI will reach it’s
productivity plateau
in 10 years now
4. It’s high time to
start to explore !

11. Why Marketing needs A.I. ?
Real Time
Ultra
Large
Scale
Complexity

12. 5 Marketing Professional Challenges
5 Natural Playground for A.I.

15. In a nutshell - A.I.

16. 3. A.I. Integration in
Marketing Practices
LET’S MAXIMIZE THE CONSUMER EXPERIENCE

17. Perception & Understanding of AI is unclear
(6000 interviews by Pega)

18. Fear is Real & Added-Value unsure
(6000 interviews by Pega)

19. AI to improve Consumers Experience
(6000 interviews by Pega)

20. A – (Chat)Bots

24. Chatbot for business penetration
is exponential
2016
Regular
Usage
2016
Pilot
2017
Plan
2020
Customer
Service
5% 20% 32% 85%
Source: Gartner / Forrester

28. • Lead generation
• Virtual Sales/Service Staff
• Survey Takers
• FAQ Guide
• Newscasters/Greeters for website
• Personal Assistants
• Receiving Payments
What can a Chatbot for Insurance
Company do?

29. Only 15% of the insurance
user would be comfortable
with a company using AI to
give you better customer
service ? (Source: Pega)

30. B – Conversional
Marketing:
Leads & Deals
BOTS TO CAPTURE & QUALIFY THE BEST LEADS
HUMAN (IF NEEDED) TO CLOSE THE DEALS

37. Starbucks
Conversional
Commerce
Allowing consumers to
order coffee at home or in
their car using smart
devices such as Amazon
Echo
So far, it has made the
feature available to
roughly 100,000
customers in the US

38. 13/11/2017

39. VDAB: DIGITAL PROJECTS
CONVERGENCE A.I. + HUMAN
39

40. LET’S INTRODUCE YOU
TO OUR HOME MADE
CHATBOT

41. But, Consumer is not yet open to dialog
(Source: Pega)

42. C – Speech Recognition

43. Began in 2014 ,
the smart speaker
battles are not
really about the
device

44. Amazon Echo, Google Home and
the Sonos One will be installed in
over 70 million US households by
2022, reaching 55% of all homes.
Source: Juniper - 2017

46. 2016
Amazon Echo Can
Now Order Your
Domino Pizza
The process of ordering via Echo
will first require that Domino’s
customers set up a “Pizza Profile.”
Multi-Plateform: desktop,
mobile, SMS, Twitter, Samsung
Smart TVs, Ford Sync,
smartwatches like Android Wear
and Pebble, and its own
native application (where you can
also speak to its virtual assistant,
Dom, by voice).

47. Search is still
key …
According to Google, 20 percent of
searches on its mobile app and on
Android devices are voice
searches.
The total number of voice
searches overall is actually much
higher when you take into account
personal assistants like Amazon’s
Echo (aka Alexa), Google Home (a
direct competitor of the Echo), Siri
and Cortana — tools that are
solely based on voice recognition.

49. BURGER KING – “”Ok, Google …” - DAVID MIAMI

50. D – Image Recognition

52. You can’t always get what you want (with
text search)
à 74% of consumers say text-based keyword searches
are inefficient for helping them find the right products online
à 90% of information transmitted to the brain is visual
à Visual information is processed 60,000x faster than text

53. ASOS Visual Search
Monetize the ‘discovery’ phase of
the shopping journey
Turns the user’s smartphone camera into a
discovery tool, allowing them to take a picture
of a product. By identifying the shape, color, and
pattern of the object, ASOS’ AI technology can
then cross-reference its own inventory of
products and serve up the most relevant results.

54. Sephora Visual Artist product à
“try on” cosmetic products
Powered by Modiface AI
technology, the Visual Artist can
map and identify facial
features, then use augmented
reality to “apply” the user’s
selected product and shade.
Moreover, it can automatically
apply suggested shades based
on the consumer’s skin tone.

56. E – Recommendation

58. $6 billion on content this year
◦ If it just presented the most popular selections to everyone, many titles would remain unseen.
◦ Wasted content spend, Less time watching Netflix instead of other networks.
Take-rate on top personalized video recommendations was 3 to 4 times higher than the most
popular videos.
Recommendations = surface niche titles that wouldn't find an audience on a traditional cable
network, but that its viewers love
Recommendations lead to meaningful increases in overall engagement with the product (e.g.,
streaming hours) and lower subscription cancellations rates.

59. 59

60. F – Content Generation

62. Did a Human or
a Computer
Write This?
MARCH 7, 2015

63. Did a Human or
a Computer
Write This?
MARCH 7, 2015

64. 20 % of all business-
oriented content will be
generated by machines
by 2018 (Gartner)
Client reports
Product descriptions
Campaign summaries
TV programming
Announcements Ratings
analysis,
Online content for clients
Social media updates
…
Wordsmith, a software platform lets you
create sophisticated templates that turn
raw data into unique pieces of writing
about that data. Wordsmith is a natural
language generation (NLG) platform.

65. A.I.Men – The
Young Pope:
The Papal Artificial
Intelligence

67. G – Dynamic Pricing

68. Uber: Till 2017 - Prices go up to encourage more drivers to go
online. The increase in price is proportionate to demand

69. A.I. à From Price to Value

71. Let’s Meet Lucy
an invaluable
member of the
marketing team
Lucy can
à hunt down facts about a
potential market
à pull together customer profiles
from social media
à draw up media models in
moments.
She performs previously time-
consuming tasks in an instant,
empowering marketers to do
much more in far less time, and
the more she does the more she
learns, growing and developing
according to a campaign’s needs.

72. Cosabella is using multiple A.I. Media Campaign Tools
… with success !

73. Cosabella + Emarsys – Factor of succes
The right structure
Marketing team and merged with the e-commerce team & IT / digital director took over marketing
From a design-led marketing to a technology-led marketing.
◦ determine how to crunch data, develop customer profiles, connect with audience in a rapidly changing marketplace..
◦ How do we bring that function in-house without hiring 200 people ? à A.I.
The right implementation strategy
Knowing that non-technology people would be primarily responsible for using the platform day to day, it was
important for Emarsys to gear the deployment to the team’s needs and knowledge levels. Ease of use and
approaching the implementation using laymen’s terms were early priorities.
Moving the needle to confidence
The list of potential uses for AI in retail is almost limitless, and the technology is still maturing. Forget the human-
driven guesses that have sculpted past marketing efforts; today’s AI is all about knowing.

74. A.I. Capacities = (Human Capacities)x
Autonomous Test. Execute. Report.

75. Planning is A.I.
Compatible …
What about
Strategy ?

76. 4. Conclusion

78. A.I. Is definitively moving 4P’s to S.A.V.E.
in a Hyper Personalized Relation
Product PlacePrice Promotion
Service x Product
= Bespoke Offer
Value Based
Pricing
Access x
(Learn + Apply)
= Experience
Engage, Entertain,
Educate = Unique
Relationship

79. General Conclusions
àA.I. is already integrated in Marketing
àConsumer is not completely perceiving that reality
à We (Human) + A.I. = 3
à Let’s Human Concentrate on Strategy and
Creative Big Idea
à Test now is a must – Full productivity is about 10
Years

80. hugues.rey@havasmg.com
@huguesrey
+ 32 496 26 06 88
www.huguesrey.com
www.iamartificial.wordpress.com
THANK YOU
FOR
YOUR ATTENTION !