Framtidens handel och hur företag drar nytta av kognitiv teknik/AI idag Talare: Magnus Jahrl, Client Solution Professional & Watson Commerce, IBM Presentationen hölls vid Watson Kista Summit 2018

1. Watson Customer Engagement
Magnus Jahrl
Nordic Client Solution Professional
IBM Watson Customer Engagement

2. Watson Customer Engagement
Artificial Intelligence
Augmented Intelligence
Cognitive Systems
….are going to rock your world, your business,
and your profession.

3. Watson Customer Engagement
By 2020, 1.7 megabytes of new
information will be created
every second for every human
being.
SOURCE: Forbes, “Big Data: 20 Mind-Boggling Facts Everyone Must Read,” Bernard Marr, September 30, 2015
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4. Watson Customer Engagement
Data growth has far
outpaced our ability to
consume it.
What happens every 60 seconds?
448 800
New Tweets 3 500 000
Searches
29 800 000
Messages
1 800 000
Snaps Created
156 000 000
e-Mails Sent
3 300 000
Posts
4 100 000
Videos Viewed
46 200
Posts Uploaded
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5. Watson Customer Engagement
of the world’s data
was created in the
last two years.
of the worlds data is
unstructured.
90% 80%
2010 2025
Sensors
& Devices
Text
Enterprise
Data
Images/
Multimedia
44 Zettabytes
Gap
Traditional
You are here
2018
We face an overwhelming wave of
data in every industry
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6. Watson Customer Engagement6
Cognitive systems are creating a new partnership
between humans and technology
Humans
excel at
Cognitive Systems
excel at
DILEMMAS
COMPASSION
DREAMING
ABSTRACTION
IMAGINATION
MORALS
GENERALIZATION
COMMON SENSE (with many biases)
ELIMINATING BIASES
LOCATING KNOWLEDGE
PATTERN IDENTIFICATION
MACHINE LEARNING
NATURAL LANGUAGE PROCESSING AT SCALE
PROVIDING ENDLESS CAPACITY

7. Watson Customer Engagement7
Watson increase your
cognitive capabilities
Watson understands, reasons,
learns and interacts naturally
with us.
That is cognitive.

8. Watson Customer Engagement
v
Watson APIs
Conversation
Discovery
Language
Speech
Vision
Data Insights
Qa Question & Answer
Ld Language Detection *
Mr Message Resonance
Pi Personality Insights
Ce Concept Expansion
Re Relationship Extraction *
Vr Visual Recognition
Ke Keyword Extraction *
Fd Face Detection *
TtS Text to Speech
Ee Entity Extraction
NlC Natural Language Classifier
Ae Author Extraction *
Rr Retrieve & Rank
Ci Concept Insights
Lt Language Translation
TrA Tradeoff Analytics
It Image Tagging *
Ta Tone Analyzer *
Di Dialog
Wn Watson News *
StT Speech to Text
Sa Sentiment Analysis *
IIE Image Link Extraction *
Te Text Extraction *
Fd Feed Detection
Ct Concept Tagging
Tx Taxonomy *
Set of Services on BlueMix/IBM Cloud
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9. Watson Customer Engagement
Solutions
Personalized Marketing
Digital Experience
Omni-Channel Commerce
Order Management and Fulfillment
Supply Chain Optimization
Customer Insights
B2B Collaboration
Watson
Marketing
Watson
Commerce
Watson
Supply Chain
Category
Watson
Customer
Engagement
Platform
Watson Customer Engagement – Solution Framework
Speech to text
Conversation
Visual recognition
Tradeoff Analytics
Discovery
Retrieve and Rank
Natural Language
Classifier
Natural Language
Understanding
…
Watson

10. Watson Customer Engagement
Deliver personalized
customer experiences
​How would sales improve if…
​you could intelligently present
products and content to customers
that spoke to them personally?
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11. Watson Customer Engagement
Web and Dialog Activities help maintain an
on-going dialog with customers over time
and across channels as their behavior
changes
ü Create business logic to define how
and when promotions, content and
marketing messages are presented to
shoppers
ü Process trigger and rules based actions
to deliver the right message, content,
offer or take the appropriate action at
the right moment
Drag and drop target segments,
content and offers to quickly build
marketing and promotion logic
Add branch conditions to combine
(stack), prioritize and control
promotion redemption limits
Can you have a Conversation with shoppers?
2018-02-0711

12. Watson Customer Engagement
Are you using the Information you already have
Product Recommendations rules adjust
recommendations in real time based on
shopper behavior and history
ü Recommendations can be displayed on
store pages, product detail pages and
shopping cart pages
“Other customers viewed”
store page product
recommendation Define where, when and who
sees each product
recommendation
Quickly and easily add product
recommendations to store
pages
2018-02-0712

13. Watson Customer Engagement
Are you using Marketing capabilities
e-commerce
Sales Manager
This week I want to promote women`s handbags on the
web shop. But I am not sure if black/white colors or
colorful handbags will attract more buyers ?!
Well – lets just get going and try it out !
Built in A/B testing
Colorful or
b/w hand-
bags ?
13 2018-02-07

14. Watson Customer Engagement
Create Promotions to incent/stimulate purchase
behavior and drive your business
ü Over 150 promotions delivered out of the box. (Ex
buy3 pay for 2)
ü Configurable to target specific customers, segments,
online behavior, purchase history, etc.
ü Create hierarchies to prioritize, stack and define how
promotions are redeemed
Define how promotions
are exposed and
redeemed
Configure, schedule and
manage promotions
Set promotion
conditions and limits
Product Order Shipping
Qualifying Promotion Virtual
purchase codes coupons
How do you Stimulate
buyers?
2018-02-0714

15. Watson Customer Engagement
https://youtu.be/sXP8WOMmWL8
Abounded cart video in connection to
IBM Watson Customer Experience Analytics
https://youtu.be/sXP8WOMmWL8

16. Watson Customer Engagement
Go deeper
with behavior and
pattern
and struggle detection
​Screenshot
2/7/1816
Web Analytics
What?
Where?
When?
Watson CXA
Why!
WatsonMarketing & WatsonCommerce
Customer Experience Analytics

17. Watson Customer Engagement
https://www.youtube.com/playlist?list=PL6r
nyrFRsKY-f0ifD8sl5Pr4VSRaaygVU
17
Content Tagging
With Watson, you can
save 40 person weeks a year with a
content management system that
knows what content is in it helping
you with content
recommendations at your
fingertips to drive your marketing
and merchandising efforts.
WatsonMarketing &WatsonCommerce
Content Hub
https://youtu.be/Y4YXFNS269M

18. Watson Customer Engagement18
Insights Assistant
With Watson, you can receive
recommendations for faster time to
problem identification /resolution
via notifications such as anomaly in
performance driven by
competition.
WatsonCommerce
Commerce Insights
https://youtu.be/F_HxHru3t48

19. Watson Customer Engagement
To take action
19

20. - Built on IBM Watson technology
PROOF OF CONCEPT
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21. Watson Customer Engagement
IBMs PoV on BOTs
We believe all Virtual Agents or Bots should…
§ Understand and speak in natural language
§ Have a human-like personality
§ Understand intent
§ Include intuitive tooling
§ Run across multiple messaging platforms
§ Have domain knowledge
§ Hook into back-end systems
Conversation has become a user
interface, and virtual agents are
rapidly moving from simply
answering questions to engaging in
a human-like dialogue and making
proactive recommendations.

22. Watson Customer Engagement
When customers
have convenient
ways to self-serve…
Retailers can lower contact
center operating costs by
reducing chat volumes, call
volumes, e-mail response
time, social response time,
handling time, and agent-
to-agent transfers.
BOTs Driving
Interactions
Customer Service
with Cognitive
strength

23. Watson Customer Engagement
Social Retail
Bot
Ray Ban as an example on how to
interact with customers via social
media

24. Watson Customer Engagement
IBM Watson
Cognitive Chat
Watson enabled chat that detects
the mood of the conversation and
deliver answer automatically
according to the mood
24

25. Watson Customer Engagement25

26. - Built on IBM Watson technology
CASE STUDY
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27. Watson Customer Engagement
CASE STUDY
Opportunity Approach Results
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Win customers and nurture
customer loyalty by helping
every visitor find the
perfect gift.
Virtual assistant enables
customers to describe the
kind of gift they are looking
for and receive personalized
recommendations that meet
their criteria.
Delivers personalized
recommendations from a catalog
of 75,000 products. 65% click-
through rate encourages sales
and drives conversion. 80% of
customers would use the virtual
shopping assistant again,
showing increased loyalty.
1-800-Flowers.com
2/7/1827
Try It:
www.1800flowers.com/gwyn

28. Watson Customer Engagement
CASE STUDY
Opportunity Approach Results
Staples Easy Button and
Watson help office
managers get down to
business
The office supplies retailer
is adding IBM Watson
technology to its Easy
Button to help business
customers re-order
products and provide
information, such as the
office Wi-Fi password.
Staples
2/7/1828 Try It:
http://ibm.biz/staples-easy-button

29. Watson Customer Engagement
CASE STUDY
Opportunity Approach Results
Deliver a more personalized
online shopping experience
for Fall/Winter outerwear
selection.
Construct a cognitive
application that allows
shoppers to answer
questions about their travel
plans and apparel needs and
receive the appropriate
outerwear recommendations
Shoppers averaged 2 minutes
with the platform and generated
a 60% click through rate to the
product recommendation. 80%
said they would use it again.
The North Face
Try It:
www.thenorthface.com/xps
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https://youtu.be/dE0AdDRtUzo

30. Watson Customer Engagement
CASE STUDY
Opportunity Approach Results
A CPG company wanted to
tap into the emotional
impact of weather on
consumer behavior
Use the WeatherFX platform
to uncover emotional impact
of weather on consumer
behavior and trigger dynamic
media
Ads that performed best were
surprisingly ones that
experienced a big temperature
change – around a 10 degree C
decrease in Los Angeles and NY
– rather than the coldest
#weathermeansbusiness
2/7/1830
https://youtu.be/dsJtkXgHPUI

31. Watson Customer Engagement
Magnus Jahrl
Nordic Client Solution Professional
IBM Watson Customer Engagement
e-mail: magnus.jahrl@se.ibm.com
LinkedIn: https://se.linkedin.com/in/jahrl
Twitter: @mjahrl

32. Watson Customer Engagement
human

33. Watson Customer Engagement