The document discusses the evolving role of artificial intelligence (AI) in enhancing human experiences across various industries, emphasizing its potential in areas like marketing and customer interaction. It highlights the characteristics of cognitive systems and the growing comfort consumers have with AI technologies. Key takeaways include the importance of smart AI deployment for competitive advantage and the need for a long-term commitment to AI integration.

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More Human through Technology
SuperNova South 2017
Sean Wood | Business Design Lead | IBM iX | @seanwood

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“Any sufficiently advanced
technology is indistinguishable
from magic.”
- Arthur C. Clarke

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36%
Of consumers say they
are comfortable
engaging with AI Source: Pegasystems, 2016

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84%
Use at least one
AI-powered device
Source: Pegasystems, 2016

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72%
Can’t really define
Artificial Intelligence
Source: Pegasystems, 2016

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Artificial Intelligence began with an ancient wish to forge the gods.
Faster Stronger Smarter

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1956

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s
9
“Design must reflect the practical
and aesthetic in business, but
above all, good design must
primarily serve people.”
- Thomas J. Watson

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2010 2025
Sensors
& Devices
Text
Enterprise
Data
Images/
Multimedia
180 Zettabytes
We Are Here
2017
We face an overwhelming wave
of data in every industry

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Why all the attention on Artificial Intelligence now?
Massive amounts
of data
Near-infinite
storage
Faster, cheaper
processors
+ +
#IBMiX

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Artificial Intelligence in the news

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Artificial Intelligence in pop culture

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1950’s 1960’s 1970’s 1980’s 1990’s 2000’s 2010’s
Artificial
Intelligence
Early artificial intelligence
stirs excitement.
Machine
Learning
Machine learning begins
to flourish.
Deep Learning
Deep learning breakthroughs
drive AI boom.
Source: "What’s the Difference Between Artificial
Intelligence, Machine Learning, and Deep Learning?",
Michael Copeland / Nvidia, July 2016
What’s the Difference?

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A cognitive system exhibits these characteristics
Understand
Cognitive systems
understand imagery,
language and other
unstructured data like
humans do.
Reason
They can reason, grasp
underlying concepts, from
hypotheses, and infer and
extract ideas.
Learn
With each data point,
interaction and outcome,
they develop and sharpen
expertise, so they never stop
learning.
Interact
With abilities to see, talk and
hear, cognitive systems
interact with humans in a
natural way.

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Artificial Intelligence
amplifies the
human experience.

17. IBM Confidential
Intelligent Experience
is More Human,
Through Technology
17

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How is AI
evolving our experiences?

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Faster Stronger Smarter

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Being
the
Experience
Enhancing
the
Experience
Simplifying
the
Experience
Evolving the experience

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The rise of the Conversation!
A Bot (chatbot):
An automated system
that responds to users.
• Understands and speaks in natural language
• Has a humanlike personality
• Understands intent
• Runs across multiple messaging platforms
• Has domain knowledge
• Hooks into back-end systems

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Conversational Commerce:
A way to transact with a retail
business via a conversation, rather
than using buttons, or a mouse, or
swiping or scrolling. Just talk or text,
like you’re talking to a person.

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GWYN the 1800-Flowers digital
concierge is an entirely new gifting
experience. Rather than filling out a
form on a website, customers can talk
to GWYN in a guided natural language
dialog and find the perfect gift.
Intelligent Experience
with Watson

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We wanted to take the conversation you might
have with an associate in a store and see if we
could put that as a service online:
‘Here’s what I need. Here’s what I want’.”
– Cal Bouchard, VP of Digital Commerce and Experience, The North Face

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RESULTS
60%click-through rate
75%of users would use again
40%+more time spent on the site
15%+increase in average order value
“Shoppers who use the tool convert more often than those who do not.
And the average order value is a mid double-digit percentage better for
shoppers who use AI compared to average shoppers.”
– Cal Bouchard, VP of Digital Commerce and Experience, The North Face

27. IBM Confidential28
Creating a Personalized Experience for 100,000

28. Handset to Headset

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Eye Interaction

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35. Getting Started with Intelligent Experience
• Education:
Learn the basics of Machine
Learning
• Coursera, Andrew Ng
• OpenSource libraries (Microsoft,
Baidu, Amazon)
• API’s like IBM & Google
Choose which part of business?
• Easy entry point is Marketing
because it builds trust with the
brand
• Many major brands today use AI
in their marketing strategy
Create Strategy & Plan
• Take a while to set up a cloud service like
IBM Cloud or Amazon Web service (AWS)
Pick an area you’re interested in
- Relevant data to work with
- Can work w/ that data comfortably
Prototype:
• Quick dirty hacks as a learning tool
• Something basic to start learning from
- Evolve & Improve
- Rinse & Repeat
Help teach others
• Write, Teach, Mentor, Coach

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Key Takeaways
Smart use of cognitive
can create competitive
advantage today
(just don’t make it
creepy)
Artificial Intelligence is
essential to delivering
on the promise of real
time, personalized
human experiences
Getting started in
Artificial Intelligence can
be easy and
economical, but long-
term commitment is key

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Connect:
Chat with me directly @seanwood
Tweet @ibm_ix or #IBMiX
Thank you.