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What's Next: Cloudy with a chance of AI 7

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Cloudy with a Chance of AI is back! This week we examine the adoption of artificial intelligence and machine learning in marketing, and how consumers are responding to these initiatives.

Join Andrew Van Aken, Senior Consultant at Ogilvy, for the latest on voice, chatbots and automated ad buying to uncover what the successes and disappointments are for each technology.

Published in: Marketing
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What's Next: Cloudy with a chance of AI 7

  1. 1. Powered by What’s Next: Cloudy with a Chance of AI #7
  2. 2. Welcome Andrew Van Aken Senior Consultant Ogilvy Dayoán Daumont Consulting Partner Ogilvy Consulting
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  5. 5. January 31, 2019 5 State of AI in Marketing: 2019
  6. 6. January 31, 2019 6 1. General AI/ML Adoption 2. Adoption/Usage by channel 3. How to get started 4. Looking to 2019
  7. 7. January 31, 2019 7 General AI/ML in Marketing
  8. 8. January 31, 2019 8 AI & Personalization is the next big thing… Source:Brightedge 2018 Future of AI and Marketing Survey
  9. 9. January 31, 2019 9 Source:Adobe 2018 Digital Trends …and they go hand in hand…
  10. 10. January 31, 2019 10 …especially in B2B Source:Emarketer
  11. 11. January 31, 2019 11 But, AI is not prioritized by CMOs Source: The CMO Survey Highlights and Insights Report-Feb-2018 To what extent is your company implementing artificial intelligence or machine learning into its marketing toolkit? (1=Not at all, 7=Very highly) Segment Current In Three Years B2B Product 1.7 2.9 B2B Services 1.9 3.1 B2C Product 2.1 3.5 B2C Services 2.2 3.3
  12. 12. January 31, 2019 12 And the majority don’t have plans to implement AI Source: Walker Sands State of March 2018
  13. 13. January 31, 2019 13 Despite it being an area where AI can help most. Source: McKinsey Notes from the AI Frontier Industry $Efficiencies projected to be gained through AI ($trn) $1.4 - $2.5 Supply Chain $1.2 - $2.0 Risk US $0.2 Services US $0.2 Marketing & Sales
  14. 14. January 31, 2019 14 Start small Identify data assets What is a business problem? Start implementing AI/ML
  15. 15. January 31, 2019 15 Voice Adoption
  16. 16. January 31, 2019 16 Smart speakers have exploded in growth Source:eMarketer
  17. 17. January 31, 2019 17 The number of skills has also exploded Source:FastCompany, Amazon
  18. 18. January 31, 2019 18 With Amazon leading the way Source:Voicebot.ai
  19. 19. January 31, 2019 19 Causing enthusiasm with marketers Source: OnBrand/Bynder The 2018 State of Branding Report
  20. 20. January 31, 2019 “Nearly 60 percent of skills do not have any ratings, and roughly 17 percent have only one review” 20 But actual usage is mixed Source: Dashbot
  21. 21. January 31, 2019 21 People give up quickly. Source: Techrepublic
  22. 22. January 31, 2019 22 Ratings are mixed Source:Dashbot Rating distribution of Alexa skills
  23. 23. January 31, 2019 23 Users typically engage with simple tasks Source:Voicebot.ai
  24. 24. January 31, 2019 24 With the speaker function being a important feature Source:Voicebot.ai
  25. 25. January 31, 2019 25 “Of about 50 million Alexa users, only about 100,000 reportedly bought something via voice interface more than once.” And haven’t used them to buy things Source: The Information
  26. 26. January 31, 2019 26 “Amazon is also looking to earn revenue from Alexa users through advertising, but the e-commerce giant hasn’t yet figured out how to inject advertising into a voice environment without compromising user experience”- Digiday Marketing landscape of Alexa is in its infancy Source: Digiday
  27. 27. January 31, 2019 27 Can this skill become a habit? What consumer behavior am I influencing? How can I build a prototype? Voice Things to consider
  28. 28. January 31, 2019 28 Chatbot Adoption
  29. 29. January 31, 2019 29 Facebook bots have grown ~30x in 2 years Source: Verge 2016, TheRegister 2017, VentureBeat 2018
  30. 30. January 31, 2019 30 Chatbot startups have also seen impressive growth Source: Crunchbase
  31. 31. January 31, 2019 31 “Of the marketing decision-makers we surveyed, 7% are currently using AI- powered chatbots” Marketers have yet to dive in Source: Freedman International
  32. 32. January 31, 2019 32 “In our survey, we found that 15% of consumers have used chatbots to communicate with businesses in the past 12 months.” Source: Drift State of Chatbots 2018 Consumer use is small
  33. 33. January 31, 2019 33 And consumers expect limited functions Source: Drift State of Chatbots 2018
  34. 34. January 31, 2019 34 What can I learn from the data now? Is my chatbot solving a need? Can I improve it over time? Chatbot Things to consider
  35. 35. January 31, 2019 35 Ad Buying
  36. 36. January 31, 2019 36 Albert AI made news with automated ad buying Source: AdExchanger
  37. 37. January 31, 2019 37 336% ROAS 37% increase in overall website sessions 20x increase in social purchases 155% increase in revenue And showed significant results Source: Albert.ai
  38. 38. January 31, 2019 38 Volkswagen switched to Blackwood Seven, a Danish media agency that uses AI and predictive analytics to forecast ad spend decisions Increased car sales between 14 - 20% in some campaigns As well as Volkswagen Source: AdAge
  39. 39. January 31, 2019 39 Albert recorded $1.7mn in revenue for 2017, with several pilot projects for 2018 But adoption is small Source: Albert.ai
  40. 40. January 31, 2019 40 “It’s still in its infancy.” Krick said most of Essence’s clients are still learning about AI through pilot programs or research. Brian Krick, EVP of global media planning at WPP GroupM’s Essence Source: Digiday But adoption is small
  41. 41. January 31, 2019 41 Am I already implementing ML but don’t know? Engage your media agency about AI/ML Run a test campaign with automation Ad buying Things to consider
  42. 42. January 31, 2019 42 What’s on the horizon?
  43. 43. January 31, 2019 Ç 43 Holding companies projects need to show ROI Source: Publicis, Omnicom
  44. 44. January 31, 2019 44 Alexa only gets better Source: WSJ
  45. 45. January 31, 2019 45 Source: Omnicom Q2 2018 Earnings Call Salesforce Attribution?
  46. 46. January 31, 2019 46 AdGan
  47. 47. January 31, 2019 47 AI becomes easier to implement
  48. 48. January 31, 2019 48 That’s it! Weekly AI/ML insights to your inbox! https://www.andrewvanaken.com/newsletter /
  49. 49. Questions? Andrew Van Aken Senior Consultant Ogilvy Dayoán Daumont Consulting Partner Ogilvy Consulting
  50. 50. Thank you.

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