Jean-Paul Edwards, Strategy and Product Development Director EMEA at omd discussing: AI, Marketing and Creativity, applications and implications, at the iMedia Data-Fuelled Marketing Summit, London, Feb 2016. http://www.imediadatasummit.co.uk/

1. AI, MARKETING
AND CREATIVITY:
Applications and Implications

2. TODAY’S NARROW AI VS SCI-FI GENERAL AI
Narrow task specific
AI
General Human level
AI

3. AI IN THE REAL WORLD
AI toys
Cloud computing
Driverless Cars
Sensor explosion
Computer Vision
Machine learning

4. BIG DATA AND AI
AutomationOptimisation
Augmentation
More Data Better Algorithms
Increased Utility

5. MARKETING APPLICATIONS OF AI
“Tapping into the huge potential of AI
by accelerating our use of data science
right across the airline will improve our
efficiency, bring down costs, increase
revenue and drive greater customer
satisfaction”
Carolyn McCall CEO easyJet

6. AI OPTIMISATION
Artificial CreativityMacros? R? Segmentation

7. AUGMENTATION : KNOWLEDGE SYSTEMS
Access to diverse info
systems
Brand Ontology
Crowd sourced
intelligence

8. AUTOMATION AND AUTONOMY
Next level
programmatic
Self owning productsAutonomous products

9. MARKETING IMPLICATIONS OF AI
• “A breakthrough in machine learning
would be worth ten Microsofts”
– Bill Gates

10. MARKETING WITH AI
Degrees of autonomyHuman InterfacesMany more moments

11. MARKETING AN AI
Embedded
Intelligence
Trust and Privacy
Issues
Opting out

12. MARKETING TO AI
The New SEO Data Connections The AI led consumer

13. IN SUMMARY
A wide definition of
‘AI’
New driver of Data
Strategy
Scale of consumer
disruption