Wrap-up of the presentations at the SXSW Update 2017, 6th Edition. Great line-up with cool speakers, topics and startups. Together with MT MediaGroep, Collider and my new company Join Influencer Marketing we organized this years SXSW Update at The Warehouse in Amsterdam.

2. > South by Southwest introduction
> Trends SXSW 2017 - Paolo Martorino
> Machines that will outthink us all - Thijs Peters
> AI Marketing in an Alexa Era - Paolo Martorino
> Voice-first technology marketing - John Meulemans
> Startup: Pixoneye – Personalized marketing redefined
> Startup: Sensiks – Sensor Reality Pods
>Top Startups SXSW, Paolo Martorino
2017 SXSW UPDATE

3. 2017 Key Trends
Paolo Martorino
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4. We explore,
or we expire
- Buzz Aldrin
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5. “It’s the unexpected that
makes SXSW unique”
- Buzz Aldrin
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6. The Future of Marketing and Sales is A.I.
Virtual experiences are getting real
B2B Will Soon Mean Bot-to-Bot Conversation
Explosion of Influencers
Rising Bio-tech
2017 KEY TRENDS SXSW
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7. A.I.

8. Wie gelooR dat AI
markeSng de komende
3 jaar fundamenteel
gaat veranderen?

9. 80% of marketing
executives say AI will
revolutionize marketing
by 2020
Demandbase, December 2016

10. FOR REAL OR HYPE?

11. The Future of
MarkeSng
and Sales is AI
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12. “It is esSmated we have a 30 year
grace period before AI completely
takes over the workplace. We
therefore have a once in lifeSme
opportunity to design it to
augment not replace us… if we
don’t, we will lose the opportunity
to embrace it at all,”

13. AI and IA (Intelligent
AugmentaSon)
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15. V/A/MR
is geeng real
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16. MRVR AR
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17. join.marketing

19. join.marketing

20. B2B Will Soon
Mean Bot-to-Bot
ConversaSon
3

21. join.marketing

22. Explosion of
Influencers
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23. Rising
Bio-tech
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26. SXSW17
Nothing feels
radical anymore
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28. > South by Southwest introduction
> Trends SXSW 2017 - Paolo Martorino
> Machines that will outthink us all - Thijs Peters
> AI Marketing in an Alexa Era - Paolo Martorino
Break
> Voice-first technology marketing - John Meulemans
> Startup: Pixoneye – Personalized marketing redefined
> Startup: Sensiks – Sensor Reality Pods
>Top Startups SXSW, Paolo Martorino
Bites & Drinks!
2017 SXSW UPDATE

29. When machines
will oujhink us all
Thijs Peters

31. Deepblue vs. Kasparov
1996

32. Alphago vs. Lee Sedol
2016

33. Carnegie’s Mellon vs.
top-poker players
2017

34. = cat or
dog
If wrong

35. Big data + cloud = AI voor iedereen

36. Computers zien
verbanden die wij
niet zien

37. • Kans op postnatale depressie op
basis tweets: 80 % accuraat
(Microsoft)
• Facebookdata vertelt hoe lang je
relatie duurt (Cornell University)

38. AI + data
Nieuwe
profielen

39. Film gemaakt door AI (2 min.)

40. Zelfrijdende
auto’s zijn
doodeng…

41. Maar over 10
jaar vinden we
dit eng

42. Allemaal werkloos?
Zwarte scenario
• 46 % van de banen verdwijnt
• Chauffeurs, secretaresses, kappers
• Ook banen hoogopgeleiden verdwijnen: accountants,
notarissen… marketeers
OXFORD UNIVERSITY 2014

43. Optimistisch
• 12 % van de banen verdwijnt
• 75 % banen verandert ( en wordt interessanter)
• 12 % nieuwe banen
MALCOM FRANK, AUTEUR VAN
WHEN MACHINES DO EVERYTHING
Allemaal werkloos?

44. BOTS & HUMANS
BFF?

46. AI MarkeSng
in an Alexa Era
Paolo Martorino
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47. We are on the cusp of a
great digital build-out
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48. “The last 10 years have been
about building a world that is
mobile-first. But in the next 10
years, we will shift to a world
that is AI-first.”
- Sundar Pichai, CEO Google
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49. Hyper personalized
marketing at scale
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50. 65%
of mobile users
communicated
with businesses via
messaging apps

51. 34.000 messenger apps
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55. join.marketing

56. New Gatekeepers
Personal Digital
Assistants
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58. 1.8 billion users of
voice-enabled
digital assistants
worldwide by 2021
Tractica, 2016

59. By 2020, 30% of web
browsing will be done
without a screen
Gartner, 2016
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60. Radical simplification of
our interactions with
everything
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65. join.marketing

67. Lingerie brand
Cosabella replaced
its agency with AI
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68. “If you’re not up to speed, get
up to speed and get a tool like
this,” she said. “If you want to
survive, that’s what you need
to do.”

70. 60% of brand
content is seen as
irrelevant clujer
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71. 75% expect
companies to make
more of a
contribuSon to their
quality of life
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72. join.marketing

74. Lijle Dragon AI
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76. QuesSon
Who believes there will be
humans on the marketing
department in 2022?
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78. Voice-First Technology
Is Going To Kill MarkeSng As We Know It
John Meulemans
j0hn

79. strategy & concepts
campaigns & programs
influencer marketing agency
technology meets creativity

80. who’s using voice technology?
personally

81. and for business?

82. VOICE

83. voice technology

84. voice first technology

87. voice technology

88. who wants this?

89. small reminder

90. “ik heb geen mobiele telefoon nodig”

91. the future
it’s going to be great

92. success for 80k years

93. OK but seriously… why?

94. less screen-Sme would be nice

95. internet of things

96. a.i. gets bejer

97. less errors

100. easy and fast

102. so it’s an interesSng market?

103. 2017 24,5M
2018 30%

104. aaaand we’re geeng emo

105. analyzing emoSon from voice

106. Understanding you bejer
EmoSons from you and people around you
Capturing behaviour, purchases, locaSons
Less fricSon
Ephemeral feeling
Vanity

107. Start @ home
ecosystem
convenience
privacy

108. where are we going?

109. Hey ‘Puter

110. fitbit for your mind

111. “You always laugh a lot with X but haven’t seen
him in a while. Would you like me to schedule
some drinks together on Friday?”
Cheers! Your first beer is on Heineken…

112. “Your mood takes a hit whenever your
boss walks in… would you like
to work for someone else?”
I noSced some interesSng jobs on Monster!

113. “Your son really missed you last week.
Some quality Sme would be nice.
I noSced no meeSngs on next Thursday”
Would you like to see the baby elephant in ArSs?

114. reconcile & prioriSze all your needs
Now is the Sme to think about
voice & personal assistants
compounding benefits
we #anthropomorphize

116. thnx john@3sixtyfive.co

118. STARTUP 1

119. Henry White
@pixoneye

120. CONTENTS
1
3
4
2
Intro Deep Learning and evolution of Computer Vision
Current user understanding on mobile devices
Pixoneye’s Computer Vision capabilities
Pixoneye’s Product solutions and Use cases

121. 1950 1960 1970 1980 1990 2000 2010 2020
AI
MACHINE
LEARNING DEEP
LEARNING
LANDSCAPE
1950’s a broad concept
established - can machines
one day think like humans?
one path of AI, rather than
trying to hard code or
develop a theoretical model
teach by example
is a branch of machine learning based on
a set of algorithms that attempt to model
high level abstractions in data
deep learning is the primary driver and
the most important approach to AI and
will drive enterprise

122. Computer Vision
The aim is to imitate the
functionality of human eye
and brain components
responsible for your sense
of sight
This can provide essential
data to process, analyse
and utilise in fields ranging
from transport to facial
recognition to marketing
COMPUTER VISION

123. [2008]
Image Detection

124. [2010]
Image
Recognition

125. What’s in the image: Friends,
skiing, on the slopes, snow,
outdoors
Tags: Snow; Winter; Skiing;
Couple; Friends; Mountains;
Holliday.
[2013]
Image Understanding

126. Demographics:
Location: London
User: Male 25-30
Marital Status: Engaged
Family: children 0
Relationship: Female 25-30
Work environment: business/
Casual
Lifestyle:
Past-time: Cycling – 30% | Hiking –
30% |Rugby – 30%| BBQ – 10%
Fashion: Casual
Income level: 5/6 (0-8)
Pets: Dog – 1 Breed: Great dane
Interests: Cycling, Beach, Rugby,
Friends, Social events.
Relevant details: Traveler, young
couple, outdoor lifestyle
[2015-2016] CONTEXTUAL UNDERSTANDING

127. NO ONE KNOWS THEIR MOBILE
CUSTOMERS…
THE CURRENT MOBILE MARKETING PROBLEM

128. 81%
Of companies say they
have a holistic view of
their mobile customers
UNDERSTANDING CUSTOMERS
v
22%
Of consumers on
mobile say the average
retailer understands
them as an individual

129. PERSON 1
?
PERSON 2
?

130. Male Married twice Grown Children Young Grand Children
English Countryside Holiday in Alps Extensive Travellers
Born 1948 Dog Lovers Sports Cars Fanatics
Wealthy
What You Know

133. Why personal galleries?
It is effectively a data set along a timeline
OFFLINE
understanding
documents real life
People take >250
photos each month
The average camera
1,500 photos and 24
videos
<2% of images are
shared on social media

134. 42 31
Contextual
Understanding
HOW IT WORKS…

135. Engaged
Skier
Cyclist
Dog owner

136. Engaged Skier Cyclist Dog Owner
FEATURE VECTOR

137. 3 Main
products

138. Analytics:
150 Characteristics

139. Recommendation
Engine

140. Triggers:
Life changing
events

141. Case Study 1
User1 User 2 User 3
User
NEW
ACCURATE DECISION MAKING USING PIXONEYE’S AI
92%

142. Henry White
@pixoneye
Thank You

144. STARTUP 2

155. WATCH THE IDG.TV VIDEO HERE

158. STARTUPS
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159. STARTUPS
PAOLO MARTORINO
MY 2017 FAVORITES
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160. Splt - Enterprise-first carpooling and car sharing
Holojam - Social mixed reality
Deep 6 AI - Match patients for clinical trials faster
Lilly Fashion - Perception & Empathy Fashion Engine
Helixworks - IndyBio
Jukedeck - Artificially intelligent music composer
Blinker - Automated car marketplace
PAOLO’S SXSW STARTUP FAVORITES
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161. splt.io
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162. Holojam
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163. join.marketing

168. join.marketing

169. join.marketing

170. join.marketing

171. Blinker
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172. THANKS!
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173. DRINKS!