1. @TwitterHandle #intelcontent Cognitive Content Marketing The
Path to a More (Artificially) Intelligent Future Paul Roetzer
Founder & CEO | PR 20/20 Creator | Marketing AI Institute
@PaulRoetzer @PaulRoetzer #intelcontentCopyright 2017 PR 20/20. All
rights reserved.
2. Can we automate content creation through artificial
intelligence (AI)? @PaulRoetzer
3. Can we use machines to write blog posts at scale?
Image:FranckCalzada/YouTube #intelcontent
4. The Associated Press writes 10x more earnings reports using
Automated Insights NLG* technology.10x *NLG = natural language
generation@PaulRoetzer #intelcontent
5. We implemented NLG with Google Analytics reports, cutting
analysis and production time by more than 80%. @PaulRoetzer
Image:AutomatedInsights
6. What weve learned has dramatically altered my view of whats
possible today, and in the near future. Image:TimothyNeesam
8. Now imagine if machines performed the majority of those
activities, and a marketers primary role was to enhance rather than
create. @PaulRoetzer #intelcontent
9. Artificial intelligence is accelerating us toward a more
intelligently automated future . . .
10. The science of making machines smart. Demis Hassabis,
Co-Founder & CEO of DeepMind (which in turn augments human
knowledge and capabilities) Source: Rolling Stone
#intelcontent
11. Source: John Koetsier #intelcontent
12. an algorithm is a set of instructions that tells the
machine what to do. @PaulRoetzer #intelcontent
13. Except with AI the machine can create its own algorithms,
determine new paths, and unlock unlimited potential to advance
marketing, and mankind.
14. @PaulRoetzer
15. THEN send three-part email campaign. IF visitor downloads
ebook, @PaulRoetzer #intelcontent
16. 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 #intelcontent
17. the marketing automation we see today is, ironically,
largely manual. @PaulRoetzer #intelcontent
18. Marketing automation platforms save time, increase
efficiency and productivity, and drive performance. BUT . . .
@PaulRoetzer #intelcontent
19. Marketing automation platforms generally do NOT provide
deep insights into data, recommend actions, predict outcomes or
create content. @PaulRoetzer #intelcontent
20. Source: BBC: Is A.I. the Problem or the Solution?
21. AI takes very specific (narrow) and complex data-driven
problems, and then devises and executes solutions.
22. 90% of all data in the world has been created in the last 2
years Source:IBM
23. Marketers have access to data from dozens of sources:
social monitoring, media monitoring, web analytics, email, call
tracking, sales, advertising, remarketing, ecommerce, mobile apps.
. .
24. We have a finite ability to process information, build
strategies, create content at scale, and achieve performance
potential. @PaulRoetzer #intelcontent
25. Image:WikimediaCommons Algorithms, in contrast, have an
almost infinite ability to process data, and deliver predictions,
recommendations and content better, faster and cheaper.
26. @paulroetzer www.pr2020.com And yet content marketing
remains largely human powered, with a bit of automation mixed in.
#intelcontent
27. The future may be closer than you think.
28. @TwitterHandle #intelcontent AGENDA @TwitterHandle
#intelcontent The Disruption of Industries @PaulRoetzer
#intelcontent
29. @paulroetzer www.pr2020.com 60% of all trades are executed
by computers with little or no real-time oversight from humans.
Source: Christopher Steiner, Automate This
30. @paulroetzer avg120stops/day
31. what is the possible number of alternatives for ordering
those stops? @PaulRoetzer #intelcontent
33. Can a human really think of the best way to deliver 120
stops? This is where the algorithm will come in. It will explore
paths of doing things you would not, because there are just too
many combinations. Jack Levis Senior director of process
management, UPS Source: Wall Street Journal
35. 75% of what people watch on Netflix is from some sort of
algorithm-generated recommendation Source:NeGlixTechBlog
#intelcontent@PaulRoetzer
36. Epagogix algorithms analyze movie scripts to predict how
much money they will make at the box office and offer
recommendations on how to make them more marketable and profitable,
including through changes to plot lines, settings, character roles
and actors.
37. Source: Tesla
38. #intelcontent@PaulRoetzer
39. @TwitterHandle #intelcontent AGENDA @TwitterHandle
#intelcontent The Marketing Machine Age @PaulRoetzer
#intelcontent
40. Were in an AI spring. For our company, and I think for
every company, the revolution in data science will fundamentally
change how we run our business because were going to have computers
aiding us in how were interacting with our customers. Marc Benioff
Source:FortuneImage:Wikipedia
41. Source: Salesforce #intelcontent@PaulRoetzer
42. Source: Social Media Frontiers Facebook uses deep learning,
an AI subfield, to filter your Newsfeed and recognize faces in
photos you upload, but thats only the beginning . . .
#intelcontent@PaulRoetzer
43. Source: Social Media Frontiers
hJps://research.facebook.com/ai Were committed to advancing the
field of machine intelligence and developing technologies that give
people better ways to communicate. In the long term, we seek to
understand intelligence and make intelligent machines.
#intelcontent@PaulRoetzer
45. Alphabet Inc.s Google named the head of its
artificial-intelligence research to run its search engine,
demonstrating the importance of the rapidly evolving technology to
the companys main profit engine. Source: The Wall Street Journal
#intelcontent@PaulRoetzer
47. IBM Watson is a technology platform that uses natural
language processing and machine learning to reveal insights from
large amounts of unstructured data Source: IBM
#intelcontent@PaulRoetzer
48. Source: Salesforce #intelcontent@PaulRoetzer
49. Source: Campaign In October, 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. #intelcontent@PaulRoetzer
50. Source: Popular Science IBM used machine learning and
experimental Watson APIs, parsing out the trailers of 100 horror
movies. It did visual, audio, and composition analysis of
individual scenes. . . . Watson was then fed the full film, and it
chose scenes for the trailer. . . . A process that would normally
take weeks was reduced to hours. #intelcontent@PaulRoetzer
51. 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-Colas global senior digital director,
interview with AdWeek) #intelcontent@PaulRoetzer
52. 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.
53. "Cognitive technology is there to extend and amplify human
expertise, not replace it. Rob High, Chief Technology Officer, IBM
Watson #intelcontent@PaulRoetzer
54. @TwitterHandle #intelcontent AGENDA @TwitterHandle
#intelcontent 3 Things to Know @PaulRoetzer #intelcontent
55. #1 It is still very early. Many of the rising AI tech
companies have significant venture capital funding, but limited
market success to prove the products work and that the models are
scalable.
56. #2 Artificial intelligence requires massive amounts of data
(structured and unstructured) and customized solutions, so large
enterprises are more likely to see short-term benefits from AI
investments.
57. #3 There is a push to make AI technology more affordable
and accessible. The challenge will be finding technical talent
capable of building and executing AI solutions.
58. @TwitterHandle #intelcontent AGENDA @TwitterHandle
#intelcontent 3 Steps to Get Started @PaulRoetzer
#intelcontent
59. #1 Evaluate repetitive, manual marketing tasks that could
be intelligently automated.
60. Source: Timothy Neesom There are dozens of AI-powered
marketing tools that you can use to plan, create, optimize,
personalize, promote, measure and analyze content.
61. $29.4 M $36.0 M $9.5 M Source:Crunchbase Artificial
Intelligence + Marketing $279+ M $80.0 M* $66.0 M $14.5 M $13.9 M
$11.0 M $5.4 M $14.2 M
62. #2 Assess opportunities to get more out of your data
discover insights, predict outcomes, devise strategies, personalize
content and tell stories at scale.
63. #intelcontent@PaulRoetzer
64. #intelcontent@PaulRoetzer
65. #3 Consider the AI capabilities of your existing marketing
technology, and explore the potential of emerging AI
solutions.
66. @TwitterHandle #intelcontent AGENDA @TwitterHandle
#intelcontent The Next Frontier @PaulRoetzer #intelcontent