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Machine-Assisted NarrativeHow to Transform and Scale Your B2B Content with
Artificial Intelligence
Paul Roetzer Founder & CEO, PR 20/20
Founder, Marketing AI Institute @PaulRoetzer
@PaulRoetzer • #CMWorld
Can we automate content creation through artificial intelligence (AI)?
@PaulRoetzer
Can we use machines to write blog posts at scale?
Image:FranckCalzada/YouTube
What is Artificial Intelligence (AI)?
@PaulRoetzer • #CMWorld
“The science of making machines smart.” — Demis Hassabis, Co-Founder & CEO of DeepMind
(which in turn augments human knowledge and capabilities)
Source: Rolling Stone
Source: John Koetsier
natural language processing
natural language
generation
computer vision
image recognition
an algorithm is a set of instructions that tells the machine what to do.
@PaulRoetzer
@PaulRoetzer
IF visitor downloads ebook,
THEN send three-part email campaign.
Except with AI the machine can create its own algorithms, determine new paths, and unlock unlimited potential.
What if there are 10,000 downloads, across five personas, originating from multiple channels (social, organic, paid, direct) that require personalized emails and website experiences based on user history?
@PaulRoetzer
ai is hiding in plain sight.
you use ai every day.
\
it determines what you find . . .
what you say . . .
what you watch . . .
what you read . . .
and what you buy.
Your life is already machine-assisted, and your marketing will be too.
$14.8 M
$17.2 M
$5.1 M
Source:Crunchbase
Artificial Intelligence + Sales/Marketing
$55.3 M
$40.4 M
$13.6 M
$10.8 M
$7.4 M
$4.7 M
$11.0 M
24 Spotlights with $218M+ in Funding
Image:TimothyNeesam
Sales & Marketing Artificial Intelligence Companies*
511 companies 259 with funding
$2.9B in total funding
* Source: Crunchbase
It’s still very early. Many AI solutions aren’t actually that “intelligent”.
The 5 Ps of AI
@PaulRoetzer • #CMWorld
Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Predicting consumer behaviors, defining strategies, prioritizing activities and determining how
to allocate marketing resources.
source: HubSpot
discover keywords and build topic clusters.
capture competitive intelligence.
analyze existing content.
Buzzsumo + IBM Watson Analytics
@PaulRoetzer
@PaulRoetzer
@PaulRoetzer
Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Creating, curating and optimizing content, including
blog posts, emails, landing pages, video and advertisements.
source: Acrolinx
Acrolinx
analyze text for grammar, sentiment, tone and style.
source: The Drum
“Content creation is something that we have been doing for a very long time . . . what I want to start experimenting with is automated narratives.”
This experimentation will explore how AI can be applied to everything from choosing music, updating social media and even writing scripts . . .
(Mariano Bosaz, Coca-Cola’s global senior digital director, interview with AdWeek)
Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Personalizing consumer experiences through intelligently
automated emails, content and product recommendations, AR/
VR, and web experiences.
source: Automated Insights
send data-driven, customized emails.
recommend highly targeted content.
source: Skyword
source: Sitecore
deliver tailored web experiences.
adapt content recommendations by segments and patterns.
source: Salesforce
Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Managing cross-channel and cross-device promotions to drive
engagement and actions, including audience targeting, social publishing and digital
paid media management.
Source: Campaign
In October 2016, lingerie retailer Cosabella replaced its digital agency with an AI platform named 'Albert'. Since then it has more than tripled its ROI and increased its customer base by 30 percent.
@PaulRoetzer
Planning
Personalization
Promotion
Production
Performance
the 5 Ps of ai
Turning data into intelligence through automated narratives
and insights, and using that intelligence to optimize
performance.
source: Automated Insights
write performance reports.
We implemented natural language generation (NLG) with Google Analytics reports, cutting analysis and production time by more than 80%.
source: Google
discover insights from analytics.
“What is the trend of session duration in NYC last month?”
“Which referral sources bring in the most users?”
“What share of my traffic was from mobile yesterday?”
How to get started
@PaulRoetzer • #CMWorld
start with a single use case.
@PaulRoetzer
What’s next?
@PaulRoetzer • #CMWorld
Will machines replace marketers?
@PaulRoetzer
Source: The Guardian
“A machine will win a Pulitzer one day,” predicts Kris Hammond from Narrative Science, a company that specialises in natural language generation. “We can tell the stories hidden in data.”
“BoA anticipates $14 - 33 trillion in annual creative disruption impact in 10Y, including . . . $9 trillion in employment cost cuts via AI-enabled automation of knowledge work.” — Bank of America Merrill Lynch
“By 2021, AI-powered CRM activities could increase global business revenues by $1.1 trillion and create 800,000 net-new jobs.” — Salesforce
how will marketers be affected?
ai will largely enhance your knowledge and capabilities.(in the near term)
@PaulRoetzer
ai can be your competitive advantage.
@PaulRoetzer
Paul RoetzerFounder & CEO | PR 20/20 Founder | Marketing AI Institute
paul@PR2020.com www.PR2020.com www.MarketingAIinstitute.com
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