Shelby Max completed a summer internship at Carat, a media planning and buying agency that is part of the Dentsu Aegis network. Carat Detroit specifically handles all of General Motor's media planning and buying. For her intern project, Shelby focused on artificial intelligence and its potential applications in the automotive industry, such as using emotion sensors and facial/voice recognition to personalize the in-vehicle experience and monitoring health data to help prevent emergencies. Shelby felt her internship provided valuable real-world experience in media and advertising, and she appreciated the hands-on work and leadership of her supervisor Bret.

1. Shelby Max’s Internship
Carat
Corporate Brands Media Planning

2. Carat is a part of a global network of
agencies called Dentsu Aegis
• Dentsu Aegis consists of: Dentsu,
Dentsu Media, iProspect, Isobar,
Posterscope, Vizeum,
Mcgarrybowen
• The network of agencies works
together and with other agencies
to produce complete ad
campaigns

3. What Does Carat Do?
• Carat is a Media Planning and Buying Agency
– Media Planning and Buying requires studying
consumer behavior and consumer media patterns
and planning campaigns that will most effectively
reach the intended target market
– It is important to be knowledgeable of all media
vehicles and providers in order to make the most
effective plan possible

4. Carat Detroit
Pictures of the view from Carat and inside office
• Carat Detroit opened in 2013 when Carat won GM’s Business
• The Detroit office is located at 500 Woodward Ave and has 400+ employee’s
• Carat Detroit does all of GM’s media planning and buying

5. The Client
• Carat Detroit does all of
General Motor’s media
planning and buying
• GM is the largest American
automotive manufacturer
• GM is continuously on the
list of top 10 spenders
annually
Source: Adweek

6. Intern Project
• Throughout the summer the Carat interns were tasked with
creating a presentation that explored current and future
technologies, and brainstorming ways in which this
technology could be leveraged within the automotive
industry and by GM
• My portion of the project focused on Artificial intelligence.
The other interns looked at 3D printing, Virtual Reality, and
Wireless Power Transmission
• On the last week of the internship we presented our project
to directors and vice presidents within the company.

7. The “Emotional” Car
Shelby Max 7
ARTIFICIAL INTELLIGENCE
THE “EMOTIONAL” CAR
7Shelby Max Corporate Brands Media Planning

8. AI ALLOWS COMPUTERS TO LEARN
AND RESPON TO HUMAN BEHAVIOR
• Through the combination of Emotion
Sensors, Facial & Voice Recognition, and
Artificial Neural Networks, Artificial
Intelligence (AI) has begun to enter the
marketplace
• Pepper
• Designed to be a companion for the
elderly, that can communicate based
on personal preferences
• Jibo
• Developed to act as a personal
assistant, Jibo helps make everyday
tasks easier and adapts to fit into
consumers lives
8Source: Aldebaran.com, Jibo.com
Available in 2015 in Japan by Softbank
Available in spring 2016 by JIBO

9. AI WITHIN VEHICLES IS NO
LONGER JUST CINEMA FICTION
• Current technology in
development for AI are
surrounding health monitoring
including:
• Tracking heart rate
• Monitoring vital signs
• Trending breathing patterns
• All of these innovations would
provide vehicles the ability to
respond quickly and potentially
prevent health emergencies
9Source: Medical Applications of Artificial Intelligence, Cadi.com

10. CONSUMERS BENEFIT FROM PERSONALIZED IN-
VEHICLE COMMUNICATION BASED ON HABITS
• The recognition of emotion will
provide many benefits to consumers
• Emotion sensors can sense stress,
panic, or anger
• Therefore, soothing and calming
effects can be triggered in order
to help relax the individual
• AI in cars will be able to talk to
passengers, make reminders, play
their favorite songs, and tell jokes
based on interests and feelings
10Sources: Wired.com, Slate.com

11. UTILIZING AI TO ELEVATE SAFETY
FOR GM
• Current OnStar technology responds to
crashes
• By integrating AI technology, OnStar can expand
on this technology by responding to health
related emergencies by tracking heart rate and
vital signs
• OnStar can also make recommendations based on
health conditions
• AI in vehicle technology can sync with
consumers home and phone, to allow
more in-depth insight when an individual is
not in their car
• AI can recognize faces, and alert authority's
if a known criminal is attempting to break
into vehicle
11Source: OnStar

12. Evaluation of Internship
The interns and I on our last day after presenting our intern project
• My experience at Carat was
exceptional. I worked on numerous
plans, met clients, and had great
networking opportunities
• The internship allowed to gain real life
exposure and an appreciation for the
world of media
• I am now more excited then ever to
enter the advertising industry upon
graduation

13. Intern Evaluation

14. Evaluation of Supervisor

15. Thank You Letter
Dear%Bret,%
%
Thank%you%so%much%for%having%me%as%apart%of%your%team%this%summer.%The%first%day%
of%my%internship%I%was%nervous%and%not%exactly%sure%what%I%should%expect,%but%you%
took%me%under%your%wing%and%made%me%feel%like%I%was%apart%of%the%team%from%the%
start.%I%am%truly%grateful%for%the%confidence%and%trust%you%had%in%me.%Allowing%me%to%
step%up%while%we%were%short%staffed%and%take%on%tasks%that%most%interns%would%never%
get%to%see%was%an%amazing%experience.%I%felt%as%though%my%time%at%Carat%was%
extremely%well%utilized,%and%there%was%no%better%feeling%then%seeing%some%of%my%
work%in%final%plan%presentations.%Although,%some%nights%we%worked%late%and%things%
got%hectic%as%deadlines%approached,%I%appreciated%every%second%of%it.%I%feel%as%though%
I%gained%a%true%feeling%and%appreciation%for%the%media%world.%I%cannot%even%begin%to%
explain%the%amount%of%things%I%was%able%to%learn%with%your%help%in%such%a%short%
period%of%time.%Everything%I%learned%about%not%only%media%and%the%advertising%
industry,%but%about%work%ethic%in%general%will%stick%with%me%for%the%rest%of%my%time%
as%a%working%professional.%My%experience%at%Carat%was%outstanding,%and%I%hope%that%I%
will%be%able%to%return%in%the%future.%Thank%you%again%for%everything!%
%
Sincerely,%
Shelby%Max%