This is the presentation I gave on September 10th, 2013 at the Empiricist League event "Persuading the Machines: How Advertisers Will Use Biotech, Artificial Intelligence and More to Sell You Everything." I spoke about about how the latest breakthroughs in science and technology are being incorporated into the way products and services are marketed.

1. persuading
the
machines
jason alan snyder
jason.snyder@momentumww.com
1

2. hello.
me

3. i lead technology for north america
at
but
the views here expressed are my own

4. I am a technologist, futurist and inventor
I help clients place bets about technology
I try to help them solve problems that don’t yet exist
I build roadmaps that look out ten or so years in the future

5. me
business
technology
culture

6. you have like fifteen minutes …
david
lebowitz

7. what
is
adver8sing
really?

8. we build communications
with the intent to persuade
adver8sing
+
marke8ng
agencies
8

9. influence
behavior

10. influence
behavior
+
divine
unmet
needs

11. influence
behavior
+
divine
unmet
needs
+
offer
a
product
or
service
as
the
solu8on

12. but actually…
12

13. advertising and marketing agencies
influence and manipulate perception
to manufacture
a perceived sense of
need, desire and collaboration
13

14. the current and future role of
tech, biotech and AI
in
advertising and marketing
14

15. anything useful that we make is technology
kevin
kelly

18. technology
has
a
profound
influence
on
culture
and
society

19. so
why
is
old
school
adver8sing
desperate
to
crack
this
tech
sorcery?

20. 20

21. algorithms
a computer program that has a series of instructions
which vary in complexity,
are listed in a specific order,
designed to perform a specific task
algorithms power artificial intelligence

23. ar8ficial
life
A-­‐Life

24. simply:
A-­‐Life
examines
systems
related
to
life,
its
processes
and
its
evolu8on
through
simula8ons
using
computer
models,
robo8cs,
and
biochemistry

26. as of 2010 - 76 million Tamagotchi’s have been sold

27. as of 2010 - 76 million Tamagotchi’s have been sold
as of 2010 - the population of France was 63 million

28. MMOG’s
• Massively
Mul8player
Online
Game(s)
• a
computer
game
which
is
capable
of
suppor8ng
hundreds
or
thousands
of
players
simultaneously
• MMOG’s
have
“persistent
worlds.”
• the
world
is
always
available
and
world
events
happen
con8nually
even
if
you
leave
the
game

30. MMOG
Popula8ons
Runescape
–
200,000,000
Habbo
Hotel
–
200,000,000
Dofus
-­‐
41,000,000
World
of
WarcraZ
–
8,300,000
Guild
Wars
–
6,000,000
Maple
Story
–
5,000,000
Knight
Online
4,250,000
Guild
Wars
2
–
3,000,000
Source: wikipedia.com

31. In
2012
$2.9
billion
dollars
in
revenue
was
realized
by
synthe8c
goods
bought
in
games
Facebook
alone
generated
$810
million
in
payment
revenue
in
2012
synthe'c
worlds
+
real
people
=
synthe'c
goods
+
real
money

32. what
about
the
machines?
you

33. intelligent agents
33

34. lots
and
lots
-­‐
Temporal
Agents
(for
8me-­‐based
decisions)
Spa6al
Agents
(relate
to
the
physical
real-­‐world)
Input
Agents
(process
and
make
sense
of
sensor
inputs
-­‐
example
neural
networks)
Processing
Agents
(solve
a
problem
like
speech
recogni8on)
Decision
Agents
(geared
to
decision
making)
Learning
Agents
(for
building
up
the
data
structures
of
other
Intelligent
agents)
World
Agents
(combina8on
of
all
classes
of
agents
to
allow
autonomous
behaviors)

35. roomba
neato

36. “destination control” elevator
the buttons are on the outside
“bin packing” algorithm

38. architects are designing buildings for algorithms
movies are being produced in a similar way

40. Powered by Algorithms

41. this isn’t Google
this isn’t information
movies aren’t statistics
this is culture

42. Intelligent Agents are getting really good at
anticipating and meeting your unmet needs
42

43. what happens when the AI gets really smart?
at least as smart as people?
corporations that own computers and robots with
machine intelligence might seek to encourage a belief in
their autonomy in order to escape responsibility (and
liability) for their actions
43

44. Ah! So this is why advertising is hot for tech.
you
44

45. yes.
it’s about money
and
performance measurement

47. pragmatic chaos

48. pragmatic chaos
60% ROI

49. 1.8 million
49

50. 1.3 million
50

51. 1.3 million
51

52. 250,000
52

53. 10 million register transactions at
5,000 items per second
This all happened between 8PM and Midnight

54. 2.5 petabytes =
50 million
4-drawer filing cabinets
54

55. technology
grows
exponen8ally
technology
is
adopted
exponen8ally

56. 90% of the data in the world today
has been created in the last two years
IBM

58. tech as we are meant to perceive it
ADVERTISING
tech as it actually functions
58

59. Presentation Layer
Seducing the senses
Emotional
Connectedness
Lovemarks©
Loyalty Beyond Reason
Phygital©
Crucially Incidental
59

60. Marketing
Technology
Stack
Machines
Engaging
Machines
Artificial Intelligence
Algorithms
Intelligent Agents
Analysis
Autonomy
Adaptation
Memory
Learning
60 Hudson St
Carrier
Hotel
60

61. influence
consumer
behavior
new machine age
gaining
permission
to
influence
choice

62. “Not too much
sugar…”
el is
lin lev
n su
“His i ne…”
fi
62

65. Next Generation Sequencing
+
Connor Levy
“Aint’t I just
perfect?”
65

66. 66

67. DNA: the Ultimate
Messaging Platform
Marketers can produce organisms with
brand messages that you can ingest that
work with biomed, implants, food
67

68. thank
you