The document discusses artificial intelligence (AI) and its applications in marketing. It introduces Lucy, an AI assistant created by Equals 3 to help marketers with research, data analysis, and other tasks. Lucy is built on IBM's Watson platform and can answer questions, provide insights from large datasets, and improve over time through feedback. The document provides examples of how Lucy was able to complete research tasks significantly faster than human researchers alone and helped a media agency compile data for new business pitches 15 times faster. It also discusses how training an AI system like Lucy requires focusing it on specific use cases and providing feedback to maximize its abilities.
[Expert Panel] New Google Shopping Ads Strategies Uncovered
Scott Litman - The Role of AI in Marketing: Separating Fact from Fiction
1. Cool Vendor List A-List & Creativity Awards Global Partner Innovation Award
Digital Summit Minneapolis
The role of AI in marketing:
separating fact from fiction
14. 14
In a world of machine learning, every report,
every plan, every document and every row
and column of every database or spreadsheet
can be read and remembered
with a simple query.
18. 18
Transform Your Marketing Research Funnel
Move through research faster to take strategic action on data insights
Marketing Research Funnel Today Marketing Research Funnel With Lucy
Action
Insight
Data-Validation-
&-Iteration
Data-
Gathering
Data$
Gathering
Action
Insight
Data$Validation$
&$IterationWith Lucy on the
team, you can rapidly
progress through
volumes of data
Spend your
time on big-
picture thinking
and driving
results
19. 19
Putting Lucy to the Test
Fortune 1000 Customer
2 junior researchers, 20 research questions, 2 hour limit
One with Lucy, one without
9 out of 20 questions answered successfully without Lucy
17out of 20 questions answered successfully with Lucy
88%improvement
All other tools, technology and data the same
Lucy’s Score:
20. 20
Putting Lucy on the Account
Global media agency adds Lucy’s assistance to new business development pitches
Pitches for new business were consuming valuable time and resources.
The agency tracked the average time spent on compiling data without Lucy
to the time spent on the same compilation with Lucy’s help.
Competitive spend research: 100 hrs 8 hrs
Pitch information gathering: 80 hrs 4 hrs
With LucyBefore Lucy
15x faster with Lucy on the team.
21. 21
Training A.I. is often harder and
takes longer than anticipated.
To get beneficial usage you need to pinpoint
what is the best case to use the automation,
and train it to maximize your needs.