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Marketers’ Hopes and Fears for Artificial IntelligenceNew and Enhanced Edition
David BerkowitzChief Strategy Officer, Sysomos
@sysomos / @dberkowitz
About this presentation
This talk about artificial intelligence (AI) was initially presented at IAB Conecta in Mexico City in August 2017. This version has been annotated and edited for clarity. More content has since been added to provide further color around AI.
For the research featured here, Sysomos partnered with The Drum, which surveyed more than 200 marketing professionals in May 2017. The vast majority of respondents were in senior management levels, and they hailed from brands, agencies, media companies, and technology providers.
In the notes field of each slide, you can find links to any additional sources. For any questions about this talk, please reach out to me anytime.
Thanks for reading this.
David [email protected]
These are the associations
most people seem to have
with AI…
(and note, this talk was
given in Mexico initially –
hence the Spanish posters)
“The greatest benefit
of the arrival of
artificial intelligence
is that AIs will help
define humanity. We
need AIs to tell us
who we are.”-Kevin Kelly, The Inevitable
“47% of all jobs will be taken by
robots.”
- The Future of Employment
“47% of all jobs will
be taken by robots.”-The Future of Employment
Based on some analysis, like that provided by
the site willrobotstakemyjob.com, marketers’
jobs seem safe… for now.
Another version, hosted by
NPR, showed PR roles as fairly
automation-proof as well.
Strong vs Narrow AI
Narrow AI refers to non-sentient technology focused on one specific task.
Strong AI refers to consciousness and sentience, where AI can be applied to any problem.
“In the next 10 years, 99%
of the artificial intelligence
that you will interact with,
directly or indirectly, will be
nerdly narrow, supersmart
specialists.”-Kevin Kelly, The Inevitable
“More and more products
and services will fuse
machine intelligence with
crowd work to help users
get things done.”-Shivon Zilis in Harvard Business Review
This isn’t the AI you’ve been looking for, but
it is an early example of predictive problem-
solving assistants.
Why is the race for AI so hot right now?
• Data sets
• Processing power
• Practical goals
• New algorithms
• ‘Adjacent possible’ (a concept popularized by
author Steven Johnson on how the same
invention or idea often surfaces in multiple
places at once because it’s the next leap
forward based on other available technologies
or ideas)
In the talk, we turned the presentation into a kind of game show, surveying the
audience about their views. For those who saw the presentation live, that interactive
feature won’t appear here, but I would love hearing your opinions about the topic.
Do marketers understand AI?
Yes46%
No54%
Are marketers investigating the full potential of AI?
Yes36%
No64%
Why do marketers want to invest in AI?
64%61%
49%
42%39%
36%
24%
Increase productivity Increase efficiency Generate newopportunities
New innovation Increase sales Cost savings Verify performance
Top applications for AI
49% 49%
40%
30%
27%24%
21%18%
11%9%
Competitiveintelligence
Customerservice/ CRM
Media planning/buying
Auditing:delivery,
transparency,fraud
Billing/ finance Communitymanagement
PR/analystrelations
Creative briefs Recruitment/ HR Legal/ rightsmanagement
What kinds of applications of AI are most interesting to your business?
Which function at your company will benefit the most from AI?
Exec team7% Brand manager
5%
Strategist/planner16%
Analyst/researcher25%
Media buyer/planner15%
Account manager6%
Creative10%
Production8%
Other8%
Marketers do not want AI in creativity or recruitment
16%
23%
5%
22%
9%
16%
44%
15%
5%
37%
Customerservice/CRM
PR/analystrelations
Competitiveintelligence
Legal/rightsmanagement
40% 50% 60% 70% 80% 90%
How much of your job today do you think could be replaced by AI by the end of the decade?
AI can produce works of creativity
Left: David Cope has spent decades creating algorithmically-generated music, such as Bach
compositions that some people think sound even more like Bach than the original works.
Right: Researchers from Rutgers, College of Charleston, and Facebook’s AI research Lab used AI
algorithms to create art that critics couldn’t distinguish from human-created artwork
“Researchers at the e-
commerce juggernaut are
currently working on several
machine-learning systems that
could help provide an edge
when it comes to spotting,
reacting to, and perhaps even
shaping the latest fashion
trends.”
-MIT Technology Review
Impact on marketing activity expected over next 5 years
3%
14%
19%18%
8%
22%
4% 4%3%
1%
4%
0 1 2 3 4 5 6 7 8 9 10
How long do you think it will be before AI makes a significant impact on your marketing activity?
Will AI harm jobs in marketing?
Yes, some roles will be replaced by
AI61%
No, AI will let us work
more effectively
39%
Will the rise of AI lead to job losses?
2%
14%
26%
14%
12%
20%
5%4%
3%2% 2%
0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
How much of your job today do you think could be replaced by AI by the end of the decade?
It’s not just marketers who are concerned
It’s not just marketers who are concerned
14
23
29.1
0 5 10 15 20 25 30 35
New platform won't catch on
Platform obsolescence
I'm replaced by AI
Software Developer Fears
Source: Evans Data Corp
“The advent of AI didn’t
diminish the performance
of purely human chess
players. Quite the
opposite… There are more
than twice as many grand
masters now as there were
when Deep Blue beat
Kasparov.”-Kevin Kelly, The Inevitable
What job do you want A.I. to do?
What job do you want A.I. to do?
Create your A.I. job interview
Key takeaways: Get ready for a messy few years ahead
• For the next several years, technologies will
augment what we can do
• There will be immediate opportunities for
specialists who can identify and implement
AI
• Some jobs are more prone to replacement
by automation than others
• People are hesitant to relinquish creative
tasks to AI, but AI can replace creative
functions
¡Gracias! ¡Mantente en contacto!
@sysomos / @dberkowitz
www.sysomos.comThis really is my Spanish-language
LinkedIn profile. I took a few liberties
with my description.
