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Marketing To The Machines: Why Algorithms Are Our Destiny

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We look at how algorithms will shape the future of absolutely everything in our lives – and what this means for marketers.

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Marketing To The Machines: Why Algorithms Are Our Destiny

  1. 1. #VividIdeas • @eskimon & @suzsha • 1 MARKETING TO THE MACHINESWHY ALGORITHMS WILL DEFINE THE FUTURE OF ABSOLUTELY EVERYTHING SUZIE SHAW & SIMON KEMP • we are social • VIVID IDEAS • SYDNEY, 30 MAY 2017
  2. 2. #VividIdeas • @eskimon & @suzsha • 2 SIMON KEMP @eskimon SUZIE SHAW @suzsha
  3. 3. #VividIdeas • @eskimon & @suzsha • 3
  4. 4. #VividIdeas • @eskimon & @suzsha • 4 IN THIS PRESENTATION… 1. KITTENS 2. SEX 3. MARKETING 4. THE END OF THE WORLD? 5. A GLIMMER OF HOPE
  5. 5. #VividIdeas • @eskimon & @suzsha • 5 THANKS TO CONTAGIOUS FOR ALLOWING US TO USE THEIR CONTENT IN THIS PRESENTATION
  6. 6. #VividIdeas • @eskimon & @suzsha • 6 CONTEXT
  7. 7. 7 TOTAL POPULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS BILLION BILLION BILLION BILLION BILLION URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION: SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK; NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA. GLOBAL DIGITAL SNAPSHOTMAY 2017 THE LATEST NUMBERS FOR INTERNET, SOCIAL MEDIA, AND MOBILE USAGE AROUND THE WORLD 7.503 3.811 2.909 4.971 2.700 54% 51% 39% 66% 36%
  8. 8. #VividIdeas • @eskimon & @suzsha • 8 HALF THE WORLD IS ALREADY ONLINE, AND 1 MILLION NEW USERS CONNECT EVERY DAY
  9. 9. #VividIdeas • @eskimon & @suzsha • 9 CONNECTED TECH IS ALREADY A CENTRAL PART OF MOST OF OUR DAILY LIVES, TOO
  10. 10. #VividIdeas • @eskimon & @suzsha • 10 TOP APP CATEGORIES AROUND THE WORLD COMMS CONTENT GAMES TRAVEL SHOPPING FOOD FITNESS HEALTH DATING FINANCES
  11. 11. #VividIdeas • @eskimon & @suzsha • 11 ALMOST ALL OF THIS CONNECTED TECH IS POWERED BY SOME SORT OF ALGORITHM
  12. 12. #VividIdeas • @eskimon & @suzsha • 12 AS OUR DIGITAL DEPENDENCE INCREASES, SO ALGORITHMS’ INFLUENCE INCREASES
  13. 13. #VividIdeas • @eskimon & @suzsha • 13 ALGORITHMS ALREADY SHAPE THE MOST CRITICAL ASPECTS OF OUR DAILY LIVES…
  14. 14. #VividIdeas • @eskimon & @suzsha • 14
  15. 15. #VividIdeas • @eskimon & @suzsha • 15 IT SEEMS FLIPPANT, BUT BUZZFEED IS A GREAT EXAMPLE OF THE UBIQUITY OF ALGORITHMS
  16. 16. #VividIdeas • @eskimon & @suzsha • 16 BUZZFEED’S ENTIRE MODEL IS BUILT ON ALGORITHMS AND MACHINE LEARNING
  17. 17. #VividIdeas • @eskimon & @suzsha • 17 BuzzFeed is powered by an algorithm that monitors the behaviour of hundreds of millions of visitors across various partner sites. When the algorithm identifies a piece of content that is attracting disproportionate traffic via social sharing – i.e. ‘viral’ content – the algorithm moves that content to the heart of BuzzFeed’s homepage. “ Redacted from posts on BuzzFeed’s own blog
  18. 18. #VividIdeas • @eskimon & @suzsha • 18 BUZZFEED’S ALGORITHM NOW ACCURATELY PREDICTS WHAT CONTENT PEOPLE WILL SHARE
  19. 19. #VividIdeas • @eskimon & @suzsha • 19 AS A RESULT, ALGORITHMS INFORM & INSPIRE ALL THE CONTENT THAT BUZZFEED PUBLISHES
  20. 20. #VividIdeas • @eskimon & @suzsha • 20 BUT THE INFLUENCE OF ALGORITHMS ON DAILY LIFE EXTENDS WELL BEYOND CURATED KITTENS
  21. 21. #VividIdeas • @eskimon & @suzsha • 21 ALGORITHMS ALREADY INFLUENCE: ALGORITHMS IN SOCIAL MEDIA SELECT WHOSE POSTS WE SEE, SHAPING OUR RELATIONSHIPS SUGGESTION ENGINES (‘PEOPLE ALSO BOUGHT’) SHAPE AWARENESS AND INFLUENCE PURCHASES WHO WE TALK TO WHAT WE BUY THE ROUTES SELECTED BY DIGITAL MAPS DETERMINE THE NEIGHBOURHOODS WE VISIT AND BUY PROPERTY IN WHERE WE GO STOCK TRADING SYSTEMS DETERMINE SHARE PRICES, IMPACTING OUR SAVINGS AND OUR SALARIES HOW MUCH WE EARN ALGORITHMS IN DATING APPS PLAY A KEY ROLE IN DETERMINING WHO WE MEET, DATE, AND MARRY WHO WE MARRY
  22. 22. #VividIdeas • @eskimon & @suzsha • 22 Algorithms are already influencing the entire future gene pool of humanity.
  23. 23. #VividIdeas • @eskimon & @suzsha • 23 IRONICALLY, INSTEAD OF KILLING US OFF, THE ROBOTS ARE HELPING US PROPAGATE
  24. 24. #VividIdeas • @eskimon & @suzsha • 24 BUT WHAT EXACTLY ARE THESE ‘ALGORITHMS’ THAT ARE DEFINING THE FUTURE OF HUMANITY?
  25. 25. #VividIdeas • @eskimon & @suzsha • 25 An algorithm is a finite set of unambiguous instructions, performed in a prescribed sequence, to achieve a goal. “ The American Heritage Science Dictionary
  26. 26. #VividIdeas • @eskimon & @suzsha • 26 ALGORITHMS SIT SOMEWHERE BETWEEN MATHS FORMULAE AND COMPUTER PROGRAMS
  27. 27. #VividIdeas • @eskimon & @suzsha • 27 FOR MOST PEOPLE, EITHER OF THOSE THINGS IS ENOUGH TO GIVE US THE HEEBIE JEEBIES 😰
  28. 28. #VividIdeas • @eskimon & @suzsha • 28 SO WHY ARE WE ALLOWING ALGORITHMS TO CONTROL SO MANY ASPECTS OF OUR LIVES?
  29. 29. #VividIdeas • @eskimon & @suzsha • 29 FITTINGLY, THE ANSWER MAY LIE IN ONE OF THOSE MATHS FORMULAE…
  30. 30. #VividIdeas • @eskimon & @suzsha • 30 SCIENTISTS HAVE ACTUALLY CRACKED THE FORMULA FOR ETERNAL HUMAN HAPPINESS
  31. 31. #VividIdeas • @eskimon & @suzsha • 31 READY?
  32. 32. #VividIdeas • @eskimon & @suzsha • 32 Happiness(t) = w0 + w1 ∑ 𝛾t–jCRj + w2 j=1 t ∑ j=1 t 𝛾t–jEVj + w3∑ j=1 t 𝛾t–jRPEj
  33. 33. #VividIdeas • @eskimon & @suzsha • 33 ESSENTIAL CONCLUSION
  34. 34. #VividIdeas • @eskimon & @suzsha • 34 HAPPINESS IS SO INSANELY COMPLEX THAT WE MIGHT AS WELL ABDICATE IT TO ALGORITHMS
  35. 35. #VividIdeas • @eskimon & @suzsha • 35 BUT SERIOUSLY…
  36. 36. #VividIdeas • @eskimon & @suzsha • 36 HOW ALGORITHMS ADD VALUE TO OUR LIVES WE CAN’T EVALUATE SO MANY OPTIONS; ALGORITHMS HELP TO FOCUS OUR OPTIONS WE STRUGGLE TO MAKE INFORMED CHOICES ABOUT COMPLEX OR CONFUSING SUBJECTS TOO MANY CHOICES LACK OF CONFIDENCE WE WANT TO ‘DELEGATE’ LOWER- VALUE AND LOWER- INTEREST TASKS IMPROVED EFFICIENCY WE WANT MORE OF THE THINGS WE LIKE; ALGORITHMS HELP US TO FIND THEM SEARCH FOR INSPIRATION
  37. 37. #VividIdeas • @eskimon & @suzsha • 37 HOWEVER, THIS RELIANCE ON ALGORITHMS ISN’T JUST SHAPING SPECIFIC ACTIVITIES
  38. 38. #VividIdeas • @eskimon & @suzsha • 38 IT’S ALSO GOING TO CHANGE THE WAY THAT OUR BRAINS WORK
  39. 39. #VividIdeas • @eskimon & @suzsha • 39 UBIQUITOUS ACCESS TO THE INTERNET HAS ALREADY CHANGED HOW WE FORM MEMORIES
  40. 40. #VividIdeas • @eskimon & @suzsha • 40 Studies show that when we’re faced with difficult questions, our first reaction is to reach for our connected devices. What’s more, when we expect to have future access to information, we have lower rates of recall of the information itself, but enhanced recall for where to find it. “ Redacted from Sparrow, Liu & Wegner (2011), “Google’s Effect on Memory…”
  41. 41. #VividIdeas • @eskimon & @suzsha • 41 ALGORITHMS WILL LIKELY HAVE A SIMILAR IMPACT ON THE WAY WE MAKE DECISIONS
  42. 42. #VividIdeas • @eskimon & @suzsha • 42 THE EVOLUTION OF DECISION INFLUENCES FOR THE MAJORITY OF HUMAN EXISTENCE, THE PEOPLE WE KNEW AND INTERACTED WITH HAD THE GREATEST INFLUENCE ON CHOICE FOR THE PAST 150 YEARS, MASS- MEDIA JOURNALISM & ADVERTISING TOOK OVER AS THE GREATEST INFLUENCE ON PEOPLE’S CHOICES SOCIAL CIRCLES MEDIA COVERAGE VERY SOON, THE DATA COLLECTED, PROCESSED AND SHARED BY OUR DEVICES WILL BECOME THE MAIN FACTOR IN OUR DECISION-MAKING TECHNICAL PROCESSES
  43. 43. #VividIdeas • @eskimon & @suzsha • 43 OUR INCREASING RELIANCE ON ALGORITHMS HAS MASSIVE IMPLICATIONS FOR MARKETING
  44. 44. #VividIdeas • @eskimon & @suzsha • 44 “MASSIVE”?
  45. 45. #VividIdeas • @eskimon & @suzsha • 45 FUTURE BUSINESS SUCCESS WILL DEPEND ON HOW WELL WE CAN INFLUENCE ALGORITHMS
  46. 46. #VividIdeas • @eskimon & @suzsha • 46 MARKETING TO THE MACHINES
  47. 47. #VividIdeas • @eskimon & @suzsha • 47 THIS HAS ALREADY STARTED, BUT IT’S ABOUT TO TAKE OFF IN A MUCH BIGGER WAY
  48. 48. #VividIdeas • @eskimon & @suzsha • 48 VOICE-POWERED DEVICES WILL ACCELERATE THE TRANSITION TO ALGORITHMIC MARKETING
  49. 49. #VividIdeas • @eskimon & @suzsha • 49 WHY?
  50. 50. #VividIdeas • @eskimon & @suzsha • 50 THINK ABOUT HOW YOU TALK TO FRIENDS AND FAMILY ABOUT THE GROCERIES YOU NEED…
  51. 51. #VividIdeas • @eskimon & @suzsha • 51 YOU’RE MORE LIKELY TO TALK ABOUT ‘BEER, CHIPS & ICE CREAM’ THAN SPECIFIC BRANDS
  52. 52. #VividIdeas • @eskimon & @suzsha • 52 MOST PEOPLE THINK – AND SHOP – IN TERMS OF NEEDS AND CATEGORIES, NOT BRANDS
  53. 53. #VividIdeas • @eskimon & @suzsha • 53 THAT’S MOST LIKELY HOW THEY’LL ORDER ON VOICE-CONTROLLED SHOPPING DEVICES, TOO
  54. 54. #VividIdeas • @eskimon & @suzsha • 54 !
  55. 55. #VividIdeas • @eskimon & @suzsha • 55 WHO WILL DECIDE ON THE BRAND WHEN THE SHOPPER DOESN’T SPECIFY ONE DIRECTLY?
  56. 56. #VividIdeas • @eskimon & @suzsha • 56 THE VOICE CHALLENGE: CHOOSING BRANDS THE DEVICE’S SHOPPING ‘ASSISTANT’ WILL ASK US TO SPECIFY WHICH BRAND WE WANT TO BUY THE PLATFORM WILL DEFAULT TO THE BRAND WE USUALLY BUY / LAST BOUGHT IN THE CATEGORY THE DEVICE WILL ASK US RECURRING CHOICES THE PLATFORM WILL SELECT A BRAND BASED ON WHAT OUR SOCIAL CONNECTIONS BUY SOCIAL ENGINES THE PLATFORM WILL CHOOSE A BRAND FOR US, BASED ON A VARIETY OF ALGORITHMIC INPUTS THE PLATFORM DECIDES ?
  57. 57. #VividIdeas • @eskimon & @suzsha • 57 THE ALGORITHMS CAN DECIDE FOR US THE DEVICE’S SHOPPING ‘ASSISTANT’ WILL ASK US TO SPECIFY WHICH BRAND WE WANT TO BUY THE PLATFORM WILL DEFAULT TO THE BRAND WE USUALLY BUY / LAST BOUGHT IN THE CATEGORY THE DEVICE WILL ASK US RECURRING CHOICES THE PLATFORM WILL SELECT A BRAND BASED ON WHAT OUR SOCIAL CONNECTIONS BUY SOCIAL ENGINES THE PLATFORM WILL CHOOSE A BRAND FOR US, BASED ON A VARIETY OF ALGORITHMIC INPUTS THE PLATFORM DECIDES ?
  58. 58. #VividIdeas • @eskimon & @suzsha • 58 BUT WHAT MIGHT THAT ‘VARIETY OF ALGORITHMIC INPUTS’ INCLUDE?
  59. 59. #VividIdeas • @eskimon & @suzsha • 59 The best – and worst – thing about Google Home is that it plugs into the Google brain, and everything that company knows about me. “ Tim Bradshaw, Financial Times, as cited in Contagious
  60. 60. #VividIdeas • @eskimon & @suzsha • 60 ‘EVERYTHING’
  61. 61. #VividIdeas • @eskimon & @suzsha • 61 GOOGLE REALLY DOES KNOW EVERYTHING SEARCH GMAIL CALENDAR YOUTUBE DOCS AD NETWORKS CHROME MAPS HOME & NEST ANDROID
  62. 62. #VividIdeas • @eskimon & @suzsha • 62 LET’S PUT THIS INTO CONTEXT…
  63. 63. #VividIdeas • @eskimon & @suzsha • 63 “THE FOUR HORSEMEN” EVERYTHING WE BUY, WHAT WE’LL LIKELY BUY NEXT, AND THE CONTENT WE WATCH & LISTEN TO EVERYTHING WE ‘LIKE’, WHETHER THAT’S ON FACEBOOK, OR ANY WEB SITE WITH A LIKE BUTTON AMAZON FACEBOOK ANYTHING THAT APPLE USERS DO THAT NEEDS COMPUTING OR AN INTERNET CONNECTION APPLE EVERYTHING THAT WE DO, PRETTY MUCH ANYWHERE… AND PROBABLY MORE TOO GOOGLE
  64. 64. #VividIdeas • @eskimon & @suzsha • 64 AMAZON ALREADY HAS ENOUGH DATA TO KNOW WHAT I’LL BUY, BEFORE I KNOW MYSELF
  65. 65. #VividIdeas • @eskimon & @suzsha • 65 BUT AMAZON’S DATA IS STILL PRIMARILY ROOTED IN COMMERCE AND CONTENT
  66. 66. #VividIdeas • @eskimon & @suzsha • 66 FACEBOOK TAKES THINGS A SIGNIFICANT STEP FURTHER BY FOLLOWING US ACROSS THE WEB
  67. 67. #VividIdeas • @eskimon & @suzsha • 67 UBIQUITOUS ‘LIKE’ BUTTONS GIVE FACEBOOK EXCEPTIONALLY RICH INSIGHTS INTO OUR LIVES
  68. 68. #VividIdeas • @eskimon & @suzsha • 68 By analysing just 68 of our Facebook ‘likes’, researchers can predict our skin colour, sexual orientation, religious affiliation, political leaning, intelligence, and even our alcohol, cigarette, and drug use to a high degree of accuracy. 70 ‘likes’ are enough to outdo what our friends know, 150 what our parents know, and 300 ‘likes’ what our partner knows. More than that, and they start to know us better than we think we know ourselves. “ Redacted from “How Our Likes Helped Trump Win”, Grassegger & Krogerus, Motherboard
  69. 69. #VividIdeas • @eskimon & @suzsha • 69 BUT IF FACEBOOK ONLY NEEDS A FEW ‘LIKES’ TO KNOW US AS WELL AS WE KNOW OURSELVES…
  70. 70. #VividIdeas • @eskimon & @suzsha • 70 GOOGLE’S REACH GOES FAR BEYOND ‘LIKES’ SEARCH GMAIL CALENDAR YOUTUBE DOCS AD NETWORKS CHROME MAPS HOME & NEST ANDROID
  71. 71. #VividIdeas • @eskimon & @suzsha • 71 EVEN IF WE FOCUS SOLELY ON ITS ANDROID PLATFORM, GOOGLE KNOWS FAR, FAR MORE
  72. 72. #VividIdeas • @eskimon & @suzsha • 72 GOOGLE KNOWS MORE THAN SANTA CLAUS ALL THE CONTENT WE CONSUME, AND WHAT WE WRITE ABOUT IT IN DOCS, EMAILS, ETC. LOCATION SERVICES & MAPS LOCATE AND TRACK US TO WITHIN JUST A FEW METRES EVERYTHING WE KNOW EVERYWHERE WE GO LOCATION TRACKING ON EVERYONE’S DEVICES MEANS GOOGLE KNOWS WHO WE’RE WITH TOO EVERYONE WE MEET ACCELEROMETERS AND HEARTRATE MONITORS TRACK OUR HEALTH AND EMOTIONAL STATE OUR HEALTH & VITALITY BY ANALYSING OUR CALENDAR EVENTS, GOOGLE CAN EVEN PREDICT OUR FUTURE WHAT WE’LL DO NEXT
  73. 73. #VividIdeas • @eskimon & @suzsha • 73 Even when you’re not using your phone, its motion sensor captures how quickly you move and how far you travel – data which can reveal insights into your emotional state. “ Adapted from “How Our Likes Helped Trump Win”, Grassegger & Krogerus, Motherboard
  74. 74. #VividIdeas • @eskimon & @suzsha • 74 😱
  75. 75. #VividIdeas • @eskimon & @suzsha • 75 ANDROID CURRENTLY POWERS MORE THAN 3 BILLION SMARTPHONES AROUND THE WORLD • SOURCES: EXTRAPOLATED FROM GSMA INTELLIGENCE, ERICSSON MOBILITY REPORT, AND STATCOUNTER DATA
  76. 76. #VividIdeas • @eskimon & @suzsha • 76 GOOGLE KNOWS EVERYTHING ABOUT EVERYBODY, EVERYWHERE...
  77. 77. #VividIdeas • @eskimon & @suzsha • 77 HOWEVER, EVEN GOOGLE’S EXPERTS HAVE STRUGGLED TO MAKE SENSE OF ALL THIS DATA
  78. 78. #VividIdeas • @eskimon & @suzsha • 78 #FIRSTWORLDPROBLEMS
  79. 79. #VividIdeas • @eskimon & @suzsha • 79 GOOGLE’S ANSWER – OBVIOUSLY – IS TO USE ALGORITHMS TO ADDRESS THEIR CHALLENGE
  80. 80. #VividIdeas • @eskimon & @suzsha • 80 THIS IS WHERE ARTIFICIAL INTELLIGENCE AND MACHINE LEARNING COME INTO FRAME
  81. 81. #VividIdeas • @eskimon & @suzsha • 81 Artificially intelligent systems are agents that can receive percepts from the environment and take subsequent actions that affect that environment. “ Adapted from Russell & Norvig (1995), “Artificial Intelligence: A Modern Approach”
  82. 82. #VividIdeas • @eskimon & @suzsha • 82 TYPES OF MACHINE ‘INTELLIGENCE’ SYSTEMS THAT AMPLIFY THE VALUE OF EXISTING RULE-BASED, REPEATABLE ACTIVITIES (E.G. GMAIL’S AUTO-FILTERING SYSTEM) SELF-REFINING SYSTEMS THAT ADD NEW CAPABILITY TO HUMAN ACTIVITY (E.G. NETFLIX’S RECOMMENDATION ENGINE) ASSISTED INTELLIGENCE AUGMENTED INTELLIGENCE SYSTEMS THAT MAKE DECISIONS WITHOUT DIRECT HUMAN INVOLVEMENT OR OVERSIGHT (E.G. STOCK TRADING ALGOS) AUTONOMOUS INTELLIGENCE
  83. 83. #VividIdeas • @eskimon & @suzsha • 83 GOOGLE IS USING THESE TECHNOLOGIES TO ADDRESS OUR MOST EXISTENTIAL CRISES…
  84. 84. #VividIdeas • @eskimon & @suzsha • 84
  85. 85. #VividIdeas • @eskimon & @suzsha • 85 BUT, AS WITH BUZZFEED’S KITTENS, THIS A.I. APPLICATION IS NOT AS FLIPPANT AS IT SEEMS
  86. 86. #VividIdeas • @eskimon & @suzsha • 86 If a computer defeats a human Go champion, it will be a sign that artificial intelligence is truly beginning to become as good as the real thing. Piet Hut (astrophysicist), Institute for Advanced Study, 1997 “
  87. 87. #VividIdeas • @eskimon & @suzsha • 87 BUT WHY ‘GO’?
  88. 88. #VividIdeas • @eskimon & @suzsha • 88 2.082 x 10170
  89. 89. #VividIdeas • @eskimon & @suzsha • 89 2.082 x 10170 (MORE THAN DOUBLE THE NUMBER OF ATOMS IN THE UNIVERSE)
  90. 90. #VividIdeas • @eskimon & @suzsha • 90 It may be 100 years before a computer beats humans at Go – maybe even longer. Piet Hut (astrophysicist), New Jersey Institute for Advanced Study, 1997 “
  91. 91. #VividIdeas • @eskimon & @suzsha • 91 ( AHEM )
  92. 92. #VividIdeas • @eskimon & @suzsha • 92
  93. 93. #VividIdeas • @eskimon & @suzsha • 93 HOW?!
  94. 94. #VividIdeas • @eskimon & @suzsha • 94 [Google’s team] programmed AlphaGo to be able to teach itself, and not just carry out a set of fixed moves or activities. Adapted from Jon Russel, TechCrunch “
  95. 95. #VividIdeas • @eskimon & @suzsha • 95 THE ALPHAGO ALGORITHM REPLICATED ITSELF MILLIONS OF TIMES IN ORDER TO LEARN FASTER
  96. 96. #VividIdeas • @eskimon & @suzsha • 96 ALGORITHMS CAN NOW WRITE THEIR OWN ALGORITHMS WITHOUT HUMAN INTERVENTION
  97. 97. #VividIdeas • @eskimon & @suzsha • 97 WHAT’S MORE, THESE ALGORITHMS AREN’T JUST OUTPERFORMING US AT BOARD GAMES
  98. 98. #VividIdeas • @eskimon & @suzsha • 98
  99. 99. #VividIdeas • @eskimon & @suzsha • 99 There isn’t a human alive today who knows how to program a driverless car; these systems are all being built using machine learning algorithms. “ Patrick Jeffrey, Head of Trends, Contagious
  100. 100. #VividIdeas • @eskimon & @suzsha • 100 REASSURINGLY, WE REALLY ARE USING A.I. TO SOLVE HUMANITY’S MOST SERIOUS PROBLEMS
  101. 101. #VividIdeas • @eskimon & @suzsha • 101 [IBM] Watson’s successful diagnosis rate for lung cancer is 90%, compared to a success rate of just 50% in human doctors. Ian Steadman, Wired, as cited in Contagious “
  102. 102. #VividIdeas • @eskimon & @suzsha • 102 VERY SOON, WE’LL RELY ON A.I. FOR ALL OF THE MOST CRITICAL THINGS IN OUR LIVES
  103. 103. #VividIdeas • @eskimon & @suzsha • 103 YOU’RE NOT ALONE IF THAT WORRIES YOU; MANY PEOPLE ARE FEARFUL OF A.I.’S PROGRESS
  104. 104. #VividIdeas • @eskimon & @suzsha • 104 EVEN THE WORLD’S BEST MINDS ARE WARNING THAT A.I. MAY TRIGGER HUMANITY’S DOWNFALL
  105. 105. #VividIdeas • @eskimon & @suzsha • 105
  106. 106. #VividIdeas • @eskimon & @suzsha • 106 Artificial intelligence is our greatest existential threat.“ Elon Musk
  107. 107. #VividIdeas • @eskimon & @suzsha • 107
  108. 108. #VividIdeas • @eskimon & @suzsha • 108 Success in creating A.I. would be the biggest event in human history. Unfortunately, it might also be the last, unless we learn how to avoid the associated risks. Stephen Hawking “
  109. 109. #VividIdeas • @eskimon & @suzsha • 109 BUT WE MUST BE CAREFUL NOT TO CONFLATE A.I. WITH HUMAN BIOLOGICAL IMPERATIVES
  110. 110. #VividIdeas • @eskimon & @suzsha • 110 ALGORITHMS DO NOT COMPETE FOR THE SAME RESOURCES OR MATES AS HUMANS
  111. 111. #VividIdeas • @eskimon & @suzsha • 111 MORE IMPORTANTLY, WHILST EARTH IS IDEAL FOR HUMANS, IT’S NOT IDEAL FOR A.I. SYSTEMS
  112. 112. #VividIdeas • @eskimon & @suzsha • 112 A.I.’S ‘HIERARCHY OF NEEDS’ A.I. MACHINES WILL SOON WORK OUT HOW TO POWER THEMSELVES ENTIRELY USING SOLAR (OR ANY STAR’S) ENERGY IN ORDER TO REPLICATE, MACHINES WILL NEED ACCESS TO ELEMENTS THAT ARE MORE EASILY FOUND IN SPACE POWER PARTS HUMANS POSE THE GREATEST THREAT TO A.I. MACHINES’ SUCCESS, BUT IT’LL BE EASY TO LEAVE US ALL BEHIND PEACE
  113. 113. #VividIdeas • @eskimon & @suzsha • 113 RATHER THAN KILL US, A.I. WILL MORE LIKELY ABANDON US LIKE A RECALCITRANT TEENAGER
  114. 114. #VividIdeas • @eskimon & @suzsha • 114 THE REAL A.I. THREAT TO HUMANITY COMES FROM HUMANITY MISUSING AND ABUSING A.I.
  115. 115. #VividIdeas • @eskimon & @suzsha • 115 THE ‘WEAPONISATION’ OF A.I. IS OF PARTICULAR CONCERN
  116. 116. #VividIdeas • @eskimon & @suzsha • 116 A.I. warfare is inevitable. U.S. Department of Defence report“
  117. 117. #VividIdeas • @eskimon & @suzsha • 117 SO, HOW CAN WE MITIGATE THIS TRULY TERRIFYING PROSPECT?
  118. 118. #VividIdeas • @eskimon & @suzsha • 118 THE ANSWER MAY LIE IN SOMETHING MOST OF US WOULD NEVER ASSOCIATE WITH MACHINES
  119. 119. #VividIdeas • @eskimon & @suzsha • 119 EMPATHY
  120. 120. #VividIdeas • @eskimon & @suzsha • 120 PEOPLE OFTEN THINK OF EMPATHY AS A UNIQUELY HUMAN TRAIT, DEFINED BY EMOTION
  121. 121. #VividIdeas • @eskimon & @suzsha • 121 OUR BLEAKEST VISIONS OF THE FUTURE OFTEN FOCUS ON MACHINES THAT LACK EMPATHY
  122. 122. #VividIdeas • @eskimon & @suzsha • 122
  123. 123. #VividIdeas • @eskimon & @suzsha • 123 HOWEVER, EMPATHY IS MORE THAN JUST AN INNATE EMOTION OR BIOLOGICAL RESPONSE
  124. 124. #VividIdeas • @eskimon & @suzsha • 124 The ability to feel and understand what another person is feeling, and to interact with that person in a manner that is appropriate to their mental and emotional state. “
  125. 125. #VividIdeas • @eskimon & @suzsha • 125 CRUCIALLY, A LARGE PART OF EMPATHY IS LEARNED – SO IT CAN ALSO BE ENCODED
  126. 126. #VividIdeas • @eskimon & @suzsha • 126 ARTIFICIAL EMPATHY
  127. 127. #VividIdeas • @eskimon & @suzsha • 127 ‘A.E.’ ISN’T JUST HYPOTHETICAL, EITHER; A NUMBER OF PROTOTYPES ALREADY EXIST
  128. 128. #VividIdeas • @eskimon & @suzsha • 128
  129. 129. #VividIdeas • @eskimon & @suzsha • 129 BUT THE ‘VALUE’ OF A.E. WILL DEPEND ON HOW, AND HOW WELL, EMPATHY HAS BEEN ENCODED
  130. 130. #VividIdeas • @eskimon & @suzsha • 130 THE CHALLENGE WITH EMPATHY IS THAT IT IS INDIVIDUALLY AND CULTURALLY SUBJECTIVE
  131. 131. #VividIdeas • @eskimon & @suzsha • 131 THE SUBJECTIVE BIASES OF HUMAN CODERS WILL LIKELY END UP SHAPING A.E. SYSTEMS
  132. 132. #VividIdeas • @eskimon & @suzsha • 132 BUT, JUST AS A.I. IS ALREADY WRITING NEW A.I., THESE SYSTEMS WILL WRITE NEW A.E. TOO
  133. 133. #VividIdeas • @eskimon & @suzsha • 133 BUT WILL A.E. SYSTEMS BUILT BY A.I. SYSTEMS EMPATHISE WITH HUMANS IN THE LONG-TERM?
  134. 134. #VividIdeas • @eskimon & @suzsha • 134 🤔
  135. 135. #VividIdeas • @eskimon & @suzsha • 135 AS WITH ARTIFICIAL INTELLIGENCE, THERE WILL BE DIFFERENT LEVELS OF ARTIFICIAL EMPATHY
  136. 136. #VividIdeas • @eskimon & @suzsha • 136 LEVELS OF ARTIFICIAL INTELLIGENCE SYSTEMS THAT CAN DETECT THE EMOTIONS EXHIBITED BY A HUMAN INTERACTOR, AND SUGGEST OPTIONS BASED ON PRE-CODING SYSTEMS THAT CAN PREDICT HOW A CERTAIN INTERACTION MAY ESCALATE, BASED ON CURRENT EMOTION & BEHAVIOUR ASSISTED EMPATHY AUGMENTED EMPATHY SYSTEMS THAT CAN INDEPENDENTLY IDENTIFY & FORECAST EMOTIONAL CONTEXTS, AND ADJUST THEIR ACTIONS AS APPROPRIATE AUTONOMOUS EMPATHY
  137. 137. #VividIdeas • @eskimon & @suzsha • 137 IT WILL LIKELY BE A FEW YEARS BEFORE ANY OF THESE SYSTEMS BECOMES WIDESPREAD
  138. 138. #VividIdeas • @eskimon & @suzsha • 138 HOWEVER
  139. 139. #VividIdeas • @eskimon & @suzsha • 139 AS WE SAW EARLIER, OUR SMARTPHONES CAN ALREADY INFER OUR EMOTIONAL STATE
  140. 140. #VividIdeas • @eskimon & @suzsha • 140 SO, IT MIGHT NOT TAKE AS LONG AS WE THINK BEFORE A.E. INTERFACES ARE EVERYWHERE
  141. 141. #VividIdeas • @eskimon & @suzsha • 141 😮 Seems like you had a crazy day! You totally deserve an ice-cold beer.
  142. 142. #VividIdeas • @eskimon & @suzsha • 142 BUT THE REAL SIGNIFICANCE OF A.E. ISN’T ABOUT DEVICE-TO-HUMAN INTERACTIONS
  143. 143. #VividIdeas • @eskimon & @suzsha • 143 THE BIG QUESTION IS, HOW WILL EMPATHETIC A.I. SYSTEMS INTERACT WITH EACH OTHER?
  144. 144. #VividIdeas • @eskimon & @suzsha • 144 A.I. warfare is inevitable. U.S. Department of Defence report“
  145. 145. #VividIdeas • @eskimon & @suzsha • 145
  146. 146. #VividIdeas • @eskimon & @suzsha • 146 A strange game. The only winning move is not to play at all. Joshua, the A.I. system in the movie, WarGames. “
  147. 147. #VividIdeas • @eskimon & @suzsha • 147 INTERACTING A.E. SYSTEMS SHOULD QUICKLY CONCLUDE THAT ALL WARFARE IS POINTLESS
  148. 148. #VividIdeas • @eskimon & @suzsha • 148 SO, WHILE A.E. CRACKS WORLD PEACE, WE CAN RETURN TO MORE FUNDAMENTAL ISSUES
  149. 149. #VividIdeas • @eskimon & @suzsha • 149 MARKETING
  150. 150. #VividIdeas • @eskimon & @suzsha • 150 IN ALL SERIOUSNESS THOUGH, ALL OF THIS IS COMING, SO WE NEED TO START PREPARING
  151. 151. #VividIdeas • @eskimon & @suzsha • 151 SO, WHAT DO YOU NEED TO KNOW AND DO TO EFFECTIVELY MARKET TO THE MACHINES?
  152. 152. #VividIdeas • @eskimon & @suzsha • 152 3 TIPS
  153. 153. #VividIdeas • @eskimon & @suzsha • 153 #1UNDERSTAND WHERE YOU STAND
  154. 154. #VividIdeas • @eskimon & @suzsha • 154 “THE FOUR HORSEMEN” EVERYTHING WE BUY, WHAT WE’LL LIKELY BUY NEXT, AND SOON, EVERYTHING WE WATCH EVERYTHING WE ‘LIKE’, WHETHER THAT’S ON FACEBOOK, OR ANY SITE WITH A LIKE BUTTON AMAZON FACEBOOK ANYTHING THAT APPLE USERS DO THAT NEEDS COMPUTING AND AN INTERNET CONNECTION APPLE EVERYTHING THAT WE DO, PRETTY MUCH ANYWHERE, AND PROBABLY MORE TOO GOOGLE
  155. 155. #VividIdeas • @eskimon & @suzsha • 155 IN ALMOST ALL CASES, BRANDS SHOULD BE APPROACHING THESE GIANTS AS PARTNERS
  156. 156. #VividIdeas • @eskimon & @suzsha • 156 THEIR DATA AND INSIGHTS SHOULD HELP US IMPROVE OUR OFFERINGS AND OUR RESULTS
  157. 157. #VividIdeas • @eskimon & @suzsha • 157 !
  158. 158. #VividIdeas • @eskimon & @suzsha • 158 PRIVACY
  159. 159. #VividIdeas • @eskimon & @suzsha • 159 THE LIKELY SOLUTION WILL BE THE RETURN OF DATA OWNERSHIP TO INDIVIDUALS
  160. 160. #VividIdeas • @eskimon & @suzsha • 160 MIT is developing a blockchain that lets privacy-conscious individuals securely store their personal data, and selectively issue permission to other people and to organisations to use that data on a case-by-case basis. Adapted from Kim Nash, Wall Street Journal “
  161. 161. #VividIdeas • @eskimon & @suzsha • 161 FINANCE HEALTHCARE GOVERNMENT EDUCATION DATING BRANDS
  162. 162. #VividIdeas • @eskimon & @suzsha • 162 THIS IS FASCINATING, BUT IT’S A RABBIT HOLE, SO LET’S PARK THAT TOPIC FOR ANOTHER DAY
  163. 163. #VividIdeas • @eskimon & @suzsha • 163 #2UNDERSTAND YOUR AUDIENCE
  164. 164. #VividIdeas • @eskimon & @suzsha • 164 MOST MARKETERS WE’VE SPOKEN TO ABOUT MARKETING TO ALGORITHMS ARE TERRIFIED
  165. 165. #VividIdeas • @eskimon & @suzsha • 165 BUT ALGORITHMS ARE FAR MORE PREDICTABLE THAN IRRATIONAL ‘CONSUMER BEHAVIOUR’
  166. 166. #VividIdeas • @eskimon & @suzsha • 166 IF WE TREAT ALGORITHMS AS JUST ANOTHER AUDIENCE, WE’RE ALREADY HALFWAY THERE
  167. 167. #VividIdeas • @eskimon & @suzsha • 167 FUNCTIONAL EMOTIONAL TECHNICAL & &
  168. 168. #VividIdeas • @eskimon & @suzsha • 168 GOOD NEWS: YOU DO NOT NEED TO BECOME AN EXPERT IN ALGORITHMS
  169. 169. #VividIdeas • @eskimon & @suzsha • 169 …YOU JUST NEED TO BECOME AN EXPERT IN IDENTIFYING AND SELECTING THE EXPERTS
  170. 170. #VividIdeas • @eskimon & @suzsha • 170 #3GET STARTED TODAY
  171. 171. #VividIdeas • @eskimon & @suzsha • 171 Machine learning has created the biggest business opportunity in history. But this opportunity is only going to be around for the next 3 to 5 years; the time to act is now. Professor Pedro Domingos, University Of Washington, as cited in Contagious “
  172. 172. #VividIdeas • @eskimon & @suzsha • 172 WHAT?!
  173. 173. #VividIdeas • @eskimon & @suzsha • 173 ALGORITHMS WRITING ALGORITHMS WRITING ALGORITHMS WRITING ALGORITHMS WRITING ALGORITHMS WRITING ALGORITHMS WRITING ALGORITHMS WRITING ALGORITHMS WRITING ALGORITHMS WRITING ALGORITHMS WRITING ALGORITHMS WRITING ALGORITHMS WRITING ALGORITHMS WRITING ALGORITHMS WRITING ALGORITHMS WRITING ALGORITHMS WRITING…
  174. 174. #VividIdeas • @eskimon & @suzsha • 174 1, 2, 4, 8, 16, 32, 64, 128, 256, 512, 1024...
  175. 175. #VividIdeas • @eskimon & @suzsha • 175 UNASSAILABLE ADVANTAGE
  176. 176. #VividIdeas • @eskimon & @suzsha • 176 “YOU SNOOZE, YOU LOSE” – DON’T END UP A VICTIM OF THOSE UNASSAILABLE ADVANTAGES
  177. 177. #VividIdeas • @eskimon & @suzsha • 177 EXPLORE HOW YOU CAN START MOVING UP THAT CURVE AS QUICKLY AS POSSIBLE
  178. 178. #VividIdeas • @eskimon & @suzsha • 178 THAT DOESN’T MEAN YOU MUST CREATE YOUR OWN ‘BRAND ALGORITHMS’ STRAIGHT AWAY
  179. 179. #VividIdeas • @eskimon & @suzsha • 179 BUT IT DOES MEAN YOU NEED TO START DEVELOPING YOUR BRAND’S PLAN TODAY
  180. 180. #VividIdeas • @eskimon & @suzsha • 180 WHAT THAT LOOKS LIKE WILL BE SPECIFIC TO EACH BUSINESS…
  181. 181. #VividIdeas • @eskimon & @suzsha • 181 ...BUT IF YOU’D LIKE SOME HELP GETTING STARTED, FEEL FREE TO GET IN TOUCH WITH US:
  182. 182. #VividIdeas • @eskimon & @suzsha • 182 SIMON KEMP @eskimon SUZIE SHAW @suzsha
  183. 183. #VividIdeas • @eskimon & @suzsha • 183 SIMON KEMP @ESKIMON SIMON.KEMP@WEARESOCIAL.COM +65 9146 5356 WEARESOCIAL.COM

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