GnoTag - Semantically Barcoding Our World

SF Beacon Meetup
November 18, 2015
Introducing GnoTag
“Barcoding Our World” - Semantically
BLE Meets "Big Blue"
Lee Livezey
Edited for public distribution – November 22, 2015
All Rights Reserved

Thesis leading to Gnobits, Inc.
• Possibly a trillion “Things” will find their digital voice as
everything of value becomes connected (“Trillions”).
• We'll be immersed in ambient information.
• In this increasingly complex mobile world, Apps won’t scale.
• “Human literate“ personal AI’s (“Agents”) will power your user
experience (UX).
• Gnobit’s Mission: Enable your Agent to “understand” your
world, empowering your daily life.
Meet Jane.
She’ll help you understand our vision:
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“The Jane Examples”
It's a sunny day and Jane is walking back to work. As she passes
a small shoe store, Jane’s Agent advises her that the store has a
pair of red pumps in the style she's looking for. They're in her
size, and budget. Jane walks in, pulls them from the display rack
and tries them on. They're perfect! Her Agent displays,
"Purchase?" Jane taps "Yes" and walks out with the shoes.
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Jane passes a dog and her Agent reports its location, earning
Jane ten cents. Jane doesn't care about the money but loves
animals. She authorized her Agent to support the Pet Finder
Association. Jane's Agent discovered the collar's status had
changed to "lost dog - please report" when the dog strayed
from its yard. The Agent reported the dog's time and location
using the collar's associated transactional address.
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Jane still has time so she goes through the park. It will add 5
minutes but it’s Spring and everything is in bloom. By the time
she exits the park, Jane's stroll and her Agent have assisted the
City's ground keepers by reporting 8 planting beds needing
water, and 3 trash cans needing emptying. It also forwarded the
environmental data from 5 different sensors maintained by the
University. People and their Agents provide no-cost ad-hoc data
transport for these short-range sensors.
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Jane is four blocks from work when her Agent alerts her to
provide assistance. A pedestrian is entering cardiac arrest and
his heart monitor is broadcasting an "Emergency Health
Request - Cardiac Arrest!" signature. Jane is a Certified EMT and
her Agent knows she's only 50 feet from the victim. Thanks to
the rapid response, the gentleman survived.
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Ambient Micro-Commerce
Our Agents will enable a new level of participation unbound by human
limitations. Valuable opportunities are perishable. More often than not
they're short-lived. Data gets old, or something better comes along and
the, "window of opportunity" is lost. Unlike humans, our Agents can
seize an opportunity very quickly. Unlike humans, our Agents aren't
bothered by the effort of a transaction. Most humans won't stop to pick
up a penny. But our Agents will gladly take a few milliseconds to “pick up
a penny.” In the world of Trillions, there will be lots of pennies.
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So, how are we going to do this?
Glad you asked!
In a nutshell: By enabling very low-cost “Beacons” to
tag our everyday objects with a digital voice our
Agent can hear, and understand.
Kind of like:
When Nature added the “chirp” to the bird!
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Everyday Things getting a digital voice
• Beacons use a new low-power BlueTooth technology “BLE”.
BLE's low cost and pervasive infrastructure is driving rapid
adoption. BLE is:
• In every new smart phone
• Inherently contextual
• Publicly discoverable
• Very low cost hardware, and falling.
Everyday objects and contexts can become billions of new
gateways to services.
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Everything Has Something To Say
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Water as a metaphor for data
Today – We seek it out and drink it when
we’re thirsty.
Tomorrow - it’s immersive. We’ll be
swimming through data rich with
knowledge and opportunity.
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Changing our relationship
to data services
• We call this ambient information “GnoSpace”
– From Gnosis – “the light of knowledge”
• It will deliver very personal, very contextual, and very
spontaneous insights and opportunities.
• And it’s going to re-invent commerce.
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Apps days are numbered
• From the UI to UX to AI - personalization, context and data
immersion are driving us to a place where Apps are obsolete.
• Tomorrow's UX has to work like a trusted servant:
• Natural language UI
• Must understand us and our physical world, and be
guided by our personal goals.
• Personal AI’s (“Agents”) will be tomorrow’s UX.
• Google and company get it. They're working hard to bring us
the progeny of Now, Watson, and Siri – AI that understands
your “personal context”.
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It’s Complicated
• Your “personal context” is a many layered thing.
• It's where you are, where you're going, your current activities,
the information they require and how that influences your,
and others, future activities and goals.
• It's very complex, extremely personal, and constantly
changing. Minute by minute it drives ever changing needs and
priorities for information and affiliations.
• Ultimately, it's understanding enough about you, your
surroundings, your preferences, and your associations to
provide just the right information or opportunity, at just the
right time.
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Personal & Contextual Commerce
Imagine - when your personal Agent can sense all
available products in a coffee shop. Knowing your
preferences, and your situation (budget, time, diet)
it might suggest, "How about a gluten-free
cinnamon raisin cookie and a medium latte?"
Your, "Okay" will be all it takes to place the order and
complete the transaction.
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But We’ll Need “New Eyes”
• Tapping all this value means we have to change how our
software discovers it.
• In nature humans directly recognize objects and their context.
• Without thinking, we easily filter out what’s not important,
and hone in on what’s valuable to us.
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Learn Once, Apply Everywhere
• In our natural world we're constantly assaulted with a massive
amount of information and we've evolved mechanisms to
deal with it.
• We're able to filter out most of the irrelevant, and focus on
the useful.
• We're able to contextualize and add insight through
associations.
• This is possible because, in the natural world, we're able to,
"learn once and apply everywhere".
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Semantic Discovery
• Nature gives us symbols that uniquely relate to our world’s
entities and their context.
• Think of these as “nature’s barcodes”.
• We aren't born knowing much about our world. But we
quickly learn from experience.
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We All Use Nature’s Barcodes
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A child learns she likes cookies, and
that wasps sting. From then on
she'll avoid any wasp, but want
most any cookie.

We learn from experience..
• A child is able to identify a single instance as a member of a
class, learn something useful about it, then apply that
knowledge to any other member of that class. That skill is
profound.
• It requires both identity and association.
• We extrapolate the identity of all wasps from our first wasp
experience.
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..and Apply It Universally
• Nature’s unique symbols allow us to associate our linguistic
and mental concepts to any real world object.
• To manage the immersive world of Trillions we will have to
emulate nature.
• We need a semantic Universal Product Code (UPC) derived
directly from human natural language.
• This will enable our Agents to join our conversation, to “learn
once and apply everywhere”.
Patents Pending All Rights Reserved

Introducing GnoTag
A new kind of Beacon
• Goal – Tag everyday objects with a semantically interpretable
identifier using BLE.
• "If we can make it here, we can make it anywhere!“
• BLE is the perfect demonstration platform:
– It’s universally available in every new smartphone
– The BLE Advertisement’s very constrained data payload
makes it the least common denominator for a wireless
proof of concept.

Linking Gnospace and our AI
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GnoTag - Bridging the Divide
• When an object’s digital voice includes a “Semantic UPC“ it’s
value to you, at that place and moment in time, can be
instantly evaluated by the Agent in your pocket.
• But, is this possible?
• Yes, and it’s being done millions of times a day in the data
warehouses of Watson, Now, and Siri:
– By the Deep Learning (DL) and Natural Language
Processing (NLP) of cognitive computing.

NLP is Advancing Rapidly
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Humans Are Hard to Understand
• The major NLP challenge for Watson and Siri is “semantic
disambiguation”.
• Generally this is the first, and most computationally intensive,
process.
• Give any human the image, the sound, their language’s word
or a phrase; they all understand what a “cat” is.
• NLP’s greatest progress is it’s ability to resolve all our varied
symbols to a single underlying semantic concept all humans
share and understand.

With SemSigs
• In simple terms, Gnobit’s goal is to use DL and NLP to create
a universal index of semantic signatures (“SemSigs”).
• In essence, a master index created by pre-parsing millions of
examples of humanity's semantic language and symbols to
create numeric indices.
• Just like a Barcode, these can tag real-world objects and
concepts.
• Unlike any code in use today, Semsigs will directly correlate
to natural language concepts.

“A Cat By Any Other Name…”
Gato
“…is still a cat.” Or
Semsig F57A334C7761

With Direct Discovery
• By providing the link between our human semantic concepts
and the actual “object”, Semsigs make direct semantic
association in-situ possible.
• Just like nature’s unique patterns, Semsigs allow our Agents
to, “learn once, and apply everywhere”
• And they’re small. For about the same memory it takes to
store a single HD image, a Semsig aware phone could "know
and recognize" 1,000,000 distinct semantic objects and
situations.

GnoTag – Enabling Action
• But the real power of a GnoTag goes well beyond providing
semantic identity.
• GnoTag’s BLE advertisement couples a 16 byte “Transactional ID”
with the Semsig.
• Pairing semantic identity and a dedicated transactional link is
incredibly empowering. It binds a single semantically identifiable
entity with a dedicated means to take appropriate action.
• It will change marketing. Your agent will discover buying
opportunities intimately tailored to your needs, and goals.
• But it’s more than commerce. A "transaction“ is any fluid exchange
of value. That value can be currency, information, collaboration,
even social assistance.

GnoTag – Contextually Adaptive
• A GnoTag's semantic identity is seldom static. It's Semsig
adapts to a new context.
• The purpose of a Semsig is to identify an entity as a member
of a class.
• Class affiliations often change as context changes.
• New affiliations spawn new transactional, and even social
opportunities.

Enabling a “New Social”
• Spontaneous affiliations - "There are 2 people in this bar
going my way and willing to give someone a lift.“
• Ad-hoc contextual networking – “There are 3 Python
programmers open to employment near my flight’s gate.”
• P2P sharing economy – “That Tesla you just passed is
available for rent Tuesday thru Friday.”
• AI neighborhood watch – “The elderly gentleman in #504
hasn’t left in 2 days and his doorknob is concerned.”

GnoTag – The Ecosystem
Ultimately, realizing all the benefits will require an ecosystem
providing:
• Powerful personal Agents working exclusively for us.
• An open, evolving, Master Semantic Registry.
• A secure, trusted transactional network supporting very low
cost micro-transactions.
• Verifiable but anonymized identity.
Take it from Jane. When we build it, the
rewards will be amazing!

GnoTag Today
Gnobits is moving this vision from concept to reality.
• Foundational patent applications are in, with more coming.
• Our current Focus & Goals:
– Business strategy and development
– Acquiring sufficient capital to expand the core team and bring in
cognitive computing talent.
– Fostering a collaborative community.
– Researching establishment of a Foundation to create, and curate, an
Open Semsig Registry.
• Delaware C Corp
– Room for 1 or 2 additional Board members with vision and talent.
If you're a Tim O'Reilly, Elon Musk or Astro Teller - "Welcome Aboard!“
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Recommended:
• “Trillions” - http://trillions.maya.com/book-page/
• Visualizing “Gnospace” – check this out and multiply it by 100:
https://vimeo.com/121175008
• Qualcomm is moving the AI into your phone:
– www.youtube.com/watch?v=LF8ecUmo8hI
– www.youtube.com/watch?v=cBJnVW42qL8 (watch the demo at 10:30)
• Must watch: Vlabs “Deep Learning: Intelligence from Big Data” forum -
https://www.youtube.com/watch?v=czLI3oLDe8M
• Jeremy Howard’s TED:
http://www.ted.com/talks/jeremy_howard_the_wonderful_and_terrifying_implica
tions_of_computers_that_can_learn
• Slides from, "Understanding Context" - Andrew Hinton: http://www.inkblurt.com/
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