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"Customer- Centric AI: Personalising Product Experiences" by Apoorva Gudla, Eventbrite
- 1. eventbrite Apoorva Gudla Senior Product Manager Eventbrite India eventbrite
- 3. eventbrite 3 800K 291M 5M+ CREATORS EVENTS TICKETS Data as of FY 2021 OUR MISSION IS TO BRING THE WORLD TOGETHER THROUGH LIVE EXPERIENCES eventbrite Vision : We aspire to be the indispensable marketplace for live experiences
- 4. eventbrite 1. Personalisation & AI 2. Case studies 3. Ethical Practices of Responsible AI 4. ABC’s of Personalisation 5. Key Takeaways 4 agenda
- 5. eventbrite 5 01 Personalization and AI CHAPTER
- 6. eventbrite As a consumer, personalization is about… 6 creating moments of serendipitous discovery surprising me with unexpected yet relevant content that align with my interests and curiosities helping me make informed choices more quickly saving me time and reducing mental effort required for searching or browsing to find what I'm seeking knowing who I am and what I care about incorporating my interests, preferences, and past behaviors to curate thoughtful recommendations
- 7. eventbrite McKinsey research shows that 71% of consumers expect companies to deliver personalized interactions 7 What is AI-Powered Personalisation? Leveraging AI & ML to tailor products, services & experiences to individual users ● Context-Aware ● Hyper personalised Role in Customer experience: 1. Enhancing Engagement 2. Boosting conversion rates 3. Predicting customer needs 4. Building trust
- 8. eventbrite Pre-programmed schedule Smart Homes 8 Suggests personalized recipes automatically adds frequently used Generic "Trending Now" recipes or static reminders like ‘milk’ Same music playlist playing at 7 AM through the house speakers. Personalized sleep schedules for each family member, proactively adjusted based on individual sleep data Personalized music playlist for each family member based on moods Traditional AI Powered Differences: Deeper data analysis, Dynamic Adaptation, Scalable, Individualized
- 10. eventbrite 10 41% Platforms that offer personalized experiences are essential Curates audio content in delightful, accessible ways that enable users to explore and discover new content. Value Method “I like that they already make playlists instead of having to go search new music.” “‘Discover Weekly’ opens up more artists that I can listen to in a similar style of music that I already enjoy.” Quotes 35% 80% Provides targeted recommendations based on past behaviors (e.g. past purchases, searches). “I think there are a lot of things that are personalized based off of my searches.” “It tracks down every single thing that you search, and then spoon feeds you everything. And it follows you, forever.” Organizes shows in a variety of formats based on preferred genres/shows. “I'm a foodie…so lots of food television customized for me here.” “We don't have a lot of time in our day…it kind of saves me time and energy.They take all the guessing out of it for me.” Product Recommendation engine AI-powered content tagging AI algorithm driven playlists
- 11. eventbrite Problem Enabler Result ● Time invested ● Efforts to create event ● Create compelling narratives ● Integration of AI powered tools ● Bring personalisation ● Make each creator feel unique To spend less time creating their event listings and more time doing what they love: hosting unique and unforgettable events 11 Eventbrite User Research - Target Audience : Creators
- 12. eventbrite ● Just fill in ○ Event title, location, dates, and rest is taken care ● EB suggests ○ Event summary ○ Description ○ Relevant AI-generated image ○ Event type, category, sub-category and tags Create an event in less than 1 min… Just Write like a Pro 12 ● Impact: ○ Publish rate —> (4-10%) for new & existing creators ○ Time & efforts for first users to create their first event by 30%
- 13. eventbrite | Confidential & Proprietary 13 Stand out in your attendees’ inboxes and get more clicks and ticket sales Creators can launch ad campaigns faster by taking the guesswork out therefore boosting ticket sales Email Campaigns Paid Social Ads Eventbrite Ads (An All-in-one event marketing platform)- sell 63% more
- 14. eventbrite | Confidential & Proprietary Auto event creation
- 15. eventbrite | Confidential & Proprietary AI allows us to create support systems that draw from our help pages to address queries like a human, both in terms of providing answers and engaging in conversational interactions. Upcoming AI Chatbot Why? Events are time-sensitive ; 60% of consumers prefer self-service channels for support. What to do? Provide faster, easier, and more scalable ways to solve problems than 1:1 support interactions.
- 16. eventbrite ● Early adoption advantage ● Level up offerings ● Creators were able to “Save time and stress less with Eventbrite AI powered tools” Observations from generative AI integration with Eventbrite platform 16 Enables creators to spend less time on marketing and more time doing what they love
- 18. eventbrite 18 Ethical practices of responsible AI 18 Data Privacy & User Control Algorithmic Bias Explainable AI & Transparency “Because You Watched” “YouTube Autoplay” “Why Am I Seeing This Ad?”
- 19. eventbrite 19 Fairness Accountability Transparency Ethics Data: Gather Diverse datasets representing the variety of people Explainable: Be transparent about how the AI in your smart home works. Documentation: Provide Clear and accessible documentation about AI and who has access to it. Privacy: Protect the privacy of users' data Algorithms: Use fair AI algorithms resistant to bias and explainable User Control: Give users control over how the AI in their smart home operates Communication: Communicate with users about the AI in your smart homes in an easy way Security: Make sure that the AI in your smart home is secure from hacking and other cyber threats Outcomes: Monitor the impact of smart home AI on different groups of users Auditing: Regularly audit to identify and address any potential issues. Education: Educate users about the potential risks and benefits of using AI in their smart homes Human Values: Align the development and use of AI in smart homes with human values such as fairness, justice, and autonomy FATE Algorithm on Smart Homes
- 21. eventbrite ● Start with the user ● Think experimentation, not revolution ● Embrace ethical considerations ● Encourage cross-functional collaboration with data scientists, designers etc Mindset Shift
- 22. eventbrite 23 Let’s understand with an example Creators ● Anything that makes creators’ life easier ● Event creation & promotion ● Publish rate ( ); CPC ( ); value to users ● Open AI integration scrutiny ● Disclaimer, control over what they publish Align with your users ● Target audience ● User research ● Most impactful area ● Set clear goals for personalisation journey ● Consider ethical implications ● Prioritize user control and transparency
- 23. eventbrite 24 ● Event details? Title, location, date, price of ticket What makes their life easier? Less time to create event/ campaign ● What will help? Crafting compelling narratives, Max. possible automation ● Data collection How to train AI to add images? Realistic-style photographs based on the event's category-Midjourney Build data foundation ● Inventory your existing data ● Identify customer data points ● Evaluate data quality & quantity ● Plan for data collection
- 24. eventbrite 25 Choose the right tools ● Explore different AI models ● Evaluate existing platforms ● Build your own models (advanced) We can also explore our own models, including risk detection, language processing, etc. Decision Tree Linear Regression Language Processing Deep Linking
- 25. eventbrite Develop a proof-of-concept (POC) ● Start small and iterate ● Pilot with a limited user group ● Gather user feedback and iterate ● For new creators only-after 9 full days of the experiment - ● 10% improvement compared to non AI ● 24% improvement in the first event saved comparatively ● 52% used AI generated copy for Paid social ads 26
- 26. eventbrite Execute & Follow ● Scale your AI solution based on POC ● Integrate your AI model ● Monitor performance and optimize ● Ramped up basis 5%,10%,20%,50% & 100% ● Results: ○ 17% decrease in Cost Per Click ○ Event Publish rate up by 10% ; Time cut down by 30+% ○ 65% of users use AI generated copy ○ 46% decrease in avg time reqd to launch a campaign ○ Users generate an extra 1$ for every 1$ spend on AI campaigns; significant increase of 36% in ROI 27
- 27. eventbrite 27 05 Call to Action CHAPTER
- 28. eventbrite KEY TAKEAWAYS 28 1. What is personalisation and how it is changed with AI - context aware; hyper personalization; dynamic adaptation; individualised and scalable 2.Business benefits of AI personalisation through industry case studies across Amazon, Netflix & Spotify 3.Deep dive on Eventbrite AI personalization & observations 4. Ethical considerations - Data Privacy, User Control, Explainable AI & Transparency 5.Framework to adopting personalization ● Align with your Users ● Build Data foundation ● Choose the right tools ● Develop a Proof Of Concept ● Execute ● Follow
- 29. eventbrite A well-rounded personalized experience informed by consumer inputs + behavioral data Personalizing an experience is like taking consumers on a road trip: they want to be both a “driver” and “passenger” of their journey 29 DRIVER Personalize based on “what I tell you” PASSENGER Personalize based on “what I’ve done” ROLES + INPUTS OUTPUT
- 30. eventbrite What AI can’t? ● Emotional intelligence ● Judgement ● Intuition ● Originality ● Strategic thinking AI can augment human capabilities but can it replace them yet….?
Editor's Notes
- Eventbrite is a global events marketplace in which event creators and event-goers remain the north stars of our business. For event-creators, it offers a self-service experience technology platform to create, market and sell tickets for live events in nearly 180 countries. In 2022, Eventbrite sold over 280 million tickets distributed for over 5 million total events. In 2023, we integrated our platform with generative AI empowering our creators to create events, market them to custom audiences and sell tickets quickly and effortlessly through the AI powered tools that we offer. For event-goers, it is a preferred global destination for live events discovery. At Eventbrite, we believe that live events are more than fundamental, they’re transformative. We built something that leveraged cutting edge technology to build deeper human and social connections while democratizing an industry using online payments. We continue to innovate in order to empower small business entrepreneurs and event creators that facilitate these important real-life, curated moments of thought-sharing, joy, reflection, and growth, while transforming the way people organize and attend events.
- While AI-powered personalization offers immense benefits, it also raises ethical concerns, hence we will be discussing some of the responsible AI practices
- Let us start with understanding what is personalisation Knowing your customer's history means not just knowing what they buy, view and consume, but also why they make those decisions
- Previously, personalization techniques, while effective, are often limited by their reliance on explicit user input or historical data. The advent of AI has ushered in a new era of personalization, enabled by powerful algorithms that can analyze vast amounts of data, identify patterns, and make it context aware and predictions in real-time. AI-powered personalization is transforming the way businesses create products and services, moving from a one-size-fits-all approach to a truly customized experience for each individual user. AI is not just about automating tasks; it's about unlocking new possibilities AI-powered personalization plays a transformative role in customer experience by: Enhancing engagement: Personalized recommendations and content keep users engaged and interested, leading to increased satisfaction and loyalty. Boosting conversion rates: By offering relevant products, services, and offers, AI can significantly improve conversion rates and sales. Building trust and loyalty: Personalized experiences make customers feel valued and understood, fostering deeper relationships and brand loyalty. Optimizing user journeys: AI-powered personalization can tailor user journeys across touchpoints, creating seamless and efficient experiences. Predicting customer needs: AI models can anticipate future customer behavior and suggest relevant offerings before they even ask, exceeding expectations and delighting customers.
- Imagine this: You wake up in the morning, and your smart thermostat automatically adjusts the temperature to your preferred setting based on your sleep data and the weather forecast. As you walk into the kitchen, your smart coffee maker starts brewing your usual coffee, knowing you hate mornings without it. While getting ready, your smart speaker plays your favorite morning news and traffic updates, personalized based on your location and interests. Throughout the day, your smart lights adjust brightness and color temperature based on the time of day and your mood preferences. When you come home from work, your smart oven preheats and recommends recipes based on your previous meals and dietary preferences. This is just a simple example, but it highlights the key differences: Depth of understanding: AI goes beyond basic preferences to learn your habits, routines, and even emotional states. Dynamic adaptation: AI personalizes experiences in real-time, not just based on static rules. Individualized approach: AI treats you as a unique individual, not just a part of a demographic segment. AI takes it to another level:
- We are very well aware on these platforms. This was based on a user research and they had mentioned how the personalisation led to efficiency and delight Through the use of AI and Machine learning in crafting product recommendations, the shopper’s interest in the specific product they are viewing will automatically be detected and generate tailored recommendations that would best match their interests Netflix’s AI-powered content tagging system improved metadata tagging accuracy by 20%, resulting in more accurate content recommendations.
- We started experimenting with OpenAI when they were still in beta, analyzing what our users struggled with the most, and from there we began to see what problems we could solve using AI. One of them was the time and effort it took them to create events, as well as helping them avoid starting from scratch. We saw the use of AI as a means to an end, not an end in itself. For attendees, the right words convey the value of the experience, the thrill of being a part of something unique, and the sense of community that comes with attending events. For event creators, crafting strong messaging gives them an edge and helps their event stand out from the crowd
- From there, we made it possible for them to create a detailed event with everything they needed in less than a minute. Just fill in ……and everything that helps users doscover their events….This helped improve the quality of their events, enhanced their search engine indexing, and reduced the time they needed to spend by over 30%
- Following that initial integration, we began to spread that positive experience we had throughout the rest of the product, adding it to the marketing tools. And we started to influence the use of AI (appropriately) within the company. Furthermore, we began to help our creators sell more where we had provided them with a script ready for their campaigns. input the details and the email campaigns are ready Input the details, social ads are ready Just took away the need for any guesswork
- Events are often time-sensitive, so keeping our customers’ trust and confidence in us means getting them help quickly. Unfortunately, speaking with a human almost always requires a wait, and it’s estimated that about 60% of consumers actually prefer self-service channels for support. We must provide faster, easier, and more scalable ways to solve problems than 1:1 support interactions.
- Early adoption advantage: One of the first ticketing platforms with AI-powered tools into our operations Experimented with the ChatGPT beta release Proof of concept tests, gauged the impact on users. Level up offerings: Enable creators with tools to harness the power of cutting-edge innovation,(AI) taking the driver’s seat Creators were able to “Save time and stress less with Eventbrite AI powered tools” Event organizers have so many different hats to wear A lot of our creators are solopreneurs or part of small teams or and have to do their own marketing AI powered tools enable crafting impactful messaging in seconds freeing up time Enables creators to spend less time creating their event listings and more time doing what they love
- Data Privacy & User Control: Value transparency and user autonomy in data utilization with robust security measures Users to have clear access and control over their data and personalization settings. E.g: Netflix "Because You Watched": Netflix personalizes movie suggestions based on viewing history but allows users to hide specific titles or adjust their recommendation profile. Algorithmic Bias: Acknowledge the potential for biases in AI algorithms. Actively combat bias through diverse datasets, fair data practices, and ongoing algorithm audits. And Ensure AI models are inclusive and representative of all user groups. Eg: YouTube Autoplay: YouTube leverages AI to autoplay related videos but acknowledges potential bias in recommendation algorithms and efforts to diversify suggested content. Explainable AI & Transparency: Explainable AI that users can understand and trust. Provide insights into how AI decisions are made for personalized experiences to foster user confidence Eg: Facebook "Why Am I Seeing This Ad?": Mention how Facebook offers explanations for targeted ads, using AI to personalize ad delivery while providing transparency about ad selection criteria
- Start small and iterate : Implement and Integrate: Scale your AI solution based on successful POC results and user feedback. Integrate your AI model with your existing product technology and infrastructure. Monitor performance and optimize your AI solution continuously for ongoing improvement. Pilot with a limited user group to gather feedback and refine your approach. Develop a proof-of-concept (POC) to test the viability of your AI-powered solution. Gather user feedback and iterate based on results to refine your approach. 24% improvement in the first event saved comparatively to the variant without auto-create
- Start small and iterate : Implement and Integrate: Scale your AI solution based on successful POC results and user feedback. Integrate your AI model with your existing product technology and infrastructure. Monitor performance and optimize your AI solution continuously for ongoing improvement. Pilot with a limited user group to gather feedback and refine your approach. Develop a proof-of-concept (POC) to test the viability of your AI-powered solution. Gather user feedback and iterate based on results to refine your approach. 24% improvement in the first event saved comparatively to the variant without auto-create
- AI-powered personalization is poised to revolutionize the way products are designed, developed, and marketed, and product managers who embrace this technology will be at the forefront of this transformation.The most effective approach is likely to be a collaborative one, where AI complements and assists human Product Managers in their roles