Considering the context of today’s society and its abundance of information, instant gratification is the status quo. Search engines are repositioning themselves to become “answer engines” rather than just “search engines” by efficiently providing users what they need. Artificial Intelligence (AI) will aid search engines to understand the human’s intent by identifying meaning associated with every search query. In this session, you will learn the most up-to-date trends for digital marketers to increase website visibility online, by creating a tailor-made search experience using AI.

1. Naguib Toihiri
HEAD OF SEO AND GROWTH,
ARTEFACT
DUBAI, UAE ~ OCTOBER 22 - 23, 2019
DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast
DIGIMARCONDUBAI.AE | #DigiMarConDubai
The Future of Search
with Artificial Intelligence
KEYNOTE

2. Today I will not talk about…
Mobile-First
Keywords Ranking
Landing Pages Optimisation

3. What’s
coming next ?
SEO First Signs
Of Life
World Wide Web
invented by Tim
Berners-Lee
First website
published online
Mobile
First Index
released
Panda update -
duplicate
content penalty
Penguin update -
manipulative link
schemes
penalty
A brief story of Search industry...
1989
1991
1997
2011
2012
2015
2020?

6. Voice Search Image Search Amazon Search

7. Voice Search Image Search Amazon Search
54%
of product searches
begin on Amazon
up from 46% in 2015
Jumpshot 2018
23%
of online searches
happen on
Google Image
Sparktoro 2018
45%
of UAE Internet
population use Voice
search & Voice
Commands
Global Web Index 2018

8. How AI can help us
deliver better results ?

9. “AI is one of the most important things humanity
is working on. It is more profound than, I don’t
know, electricity or fire”
Sundar Pichai
CEO at Google

10. (Machine) Learning from a
set of examples, growing
over time
● Supervised
● Unsupervised
● Reinforcement
Learns to recognize
spam in an inbox
AI
Learning Sensing
Processing signals from the
outside world
● Computer Vision
● Speech recognition
● Natural Language
Processing
● Feature construction
● …
Planning
Moving in an environment
to attain a goal
● Monte-Carlo Tree Search
● Markov decision
process*
● Genetic algorithms
● ....
Knowing & Reasoning
Deducing facts from other
facts, rules, connections
● Rule-based engine
● Expert systems
● Ontologies
● ….
Camera of a
driverless car
The robot must go
charge itself then
leave home
I can prove a
mathematical theorem
from axioms
* Stochastic model used to study optimization problems using dynamic programming
or reinforcement learning algorithms
Current State of AI application areas.

11. Validate Scale Up Insights

12. In other words, NLP aims to give the ability to computers to turn unstructured
textual data into structured data, to create value
Natural language processing is the science of empowering
computers to process and understand human languages

13. Emulate Google Results
using BERT NLP.
http://bit.ly/bert-nlp-demo

14. Validate Scale Up Insights

15. DigiMarCon 2019 is the best Digital Marketing
Conference in the Middle East.
A combination of expert panel, conference, webinar, and
other events, it brings together the most dedicated and
diverse group of marketers to deliver the most insightful
information, strategies, and tools to market your
company the right way.
We have assembled a robust conference program to be
used by all kinds of marketers. We've selected a mix of
workshops that focus on the fundamentals of digital
marketing as well as special

16. Auto Generate
Unique Content
at Scale.

17. Validate Scale Up Insights

18. Automatize data digestion and brings your focus on main
actionable insights.
Diagnostic of the drop
Root causes
automatically identified

19. Budget reallocation through insights on best/worst
performers and how your budget will be invested at its
best.
Prediction allows
digital marketers to
run quantified
simulations to take
data-driven actions

20. Understand the relevancy of
your text content
Speed up your content
production through automation
Unlock Insights and predict
account performance
Validate Scale Up Insights

21. Visionary marketing leaders need to understand AI and how it impacts consumers and marketers. They
must take proactive steps to ready themselves and their organizations for the AI-powered future.
We help brands move from intuition-based decision making to data-driven decision making, to
automated decision making – allowing their teams to no longer waste time on repetitive error-prone
tasks, but to concentrate on higher value-added work.
At Artefact, AI is not just a buzzword, it is at
the heart of our mindset and expertise.
AI will improve the productivity of your
digital marketing and help you make
smarter decisions

22. 522hours per year
lost on repetitive
tasks *
*DJS Research 2017
DUMB WORK GUESS WORK
Manual and time-consuming
tasks can disappear thanks to
AI
AI ​​can confirm or deny human intuition
in the prediction of the optimal
customer dialogue / journey
522 hours per year lost on repetitive tasks*
What tasks to automate with AI ?

23. Creation
of new uses (Chatbots)
Algorithmic Omnichannel
Orchestration
Sales
Prediction
Dynamic Persona
Creation
The way we use AI in our day to day activities at Artefact
Predictive life
moments detection
Client
segmentation
Dynamic Creative
Optimisation (DCO)
Content Indexation
Automated Mix Media
Optimization
Automated
Trafficking
Bid
Optimization
Automated
Reporting
Cross-channel
Synergy detection
ROPO Measurement
INSIGHTS
CREATION
ACTIVATION
MEASUREMENT

24. IA
Planning
Insights
Setup and
control
Optimisation
AUDIENCE BUILDER
MY DCO
DISPLAY OPTIMIZER
AUTOMATED REPORTING
SMART MEDIA PLANNING
AUDIENCE INSIGHTS
• Our product team develops
tools to automatize low
value processes
• The team also builds
decision-making
algorithms, based on
machine learning
capacities
• For our clients, it means
that Artefact teams are
spending more time to
design business strategies
than managing manual
tasks
AI
OCTOPUS,our proprietary optimization platform

25. Design Assemble Industrialize
OPEN-SOURCE
FRAMEWORKS
OPEN SOURCE
LIBRARIES
Capabilities are designed using
best in class open source
technologies
Designed capabilities are
then combined together as lego
bricks
NLP Toolkit
Secured API
authentification
Time Series
Forecasting
Automated
Feature Engineering
A tailor-made solution is provided for
our customers, perfectly integrated
into their IT ecosystem
APPROACH
Best of breed technologies
- Easy integration of new
models and open-source
technologies
BENEFITS
Easy integration
- Infrastructure agnostic
- No data silo created
Scalability & maintenance
- Easy to add additional lego
bricks
- Total control over
maintenance & roadmap
NΛUTILUS platform built with LEGO bricks of open source
technologies for fast scalability

26. Thanks to AI, digital
marketers can
concentrate on higher
value-added work:
Strategy and Creativity

27. Thanks for your attention
. +971 4 434 3249 . dubai@artefact.com . DIC-15, Office G9-11, Dubai