My speech at #rethinksustainabilty http://event.ftaccelerator.it/

1. @pieroleo
Creative Computing:
how artificial intelligence
could augment
designer’s decisions?
Pietro Leo
Executive Architect -­ Chief Scientist and Strategist for of IBM Italy Research and Business
IBM Academy of Technology Leadership
Transforming Data into Wisdom
@pieroleo
Rethinking Fashion Sustainability
Milan, 9 Marzo

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#idatisonofashion
2013
“The word sustainability is perhaps more
clear if you think it as a continuous dialogue
with all of those that are influenced or have
an interest in the activities of a company. It is
not an end point for a company, it is rather a
journey.”
Marco Ricchetti, Sustainability Lab
• The theme sustainability contributes, in dependence of the brands, from 22% up to 69% to improve
positively the brand reputation.
• Sustainability confirms itself as one of the major topic that fashion brands care about brands should care
about next years.
Source: http://www-­05.ibm.com/it/events/idatisonofashion/pdf/Ricerca_IBM_idatisonofashion_2.pdf

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Data
Technology
Dialogue Production &
Supply chains
Decision Making
&
Sustainability
Creativity &
Design

4. The way to
find information about products
and brands
The way to
make better decisions along all
levels of a product journey

5. Toward a Precise Decision Making to reduce the wasteful as well as
the risk in every industry and for every consumers
New Information Technology challenge is now about the
possibility to expand our WISDOM options
Watson

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Decision Making
&
Design, Creativity

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MARCHESA
A dress that think
JASONGRECH
Fashion zeitgeist

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Creations from the Cognitive Collection – Designed by JASONGRECH and IBM Watson
Source: https://www.ibm.com/blogs/think/2016/08/cognitive-­fa

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Decision Making
&
Brands and Consumers

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Image
source:
http://personalexcellence.co/blog/ideal-­‐beauty/
City
Lifestyle
ZIPcode
Costal
vs
Inland Marital
status
Generation
Location
Family
Size
Gender
Income
Level
Competitors
Age
Loyalty
&
Card
Activity
Revenue
Size
Life
Stages
Eductation
Legal
status
Sector
Industry

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Image
source:
http://personalexcellence.co/blog/ideal-­‐beauty/
City
Lifestyle
ZIPcode
Costal
vs
Inland Marital
status
Generation
Location
Family
Size
Gender
Income
Level
Competitors
Age
Loyalty
&
Card
Activity
Revenue
Size
Life
Stages
Eductation
Legal
status
Sector
Industry
Subscriptions
Date on Site
Wish List
Size of
Network
Check-­ins
App usage duration
Number of Apps on Device
Deposits/Withdrawals
Device Usage
Purchase History
Following
Followers
Likes
Number of Hashtags used
History of Hashtags
Search Strings entered
Sequence of visits
Time/Day log in
Time spent on site
Time spent on page
Frequency of Search
Videos Viewed
Photos liked

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Image
source:
http://personalexcellence.co/blog/ideal-­‐beauty/
City
Lifestyle
ZIPcode
Costal
vs
Inland Marital
status
Generation
Location
Family
Size
Gender
Income
Level
Competitors
Age
Loyalty
&
Card
Activity
Revenue
Size
Life
Stages
Eductation
Legal
status
Sector
Industry
Subscriptions
Date on Site
Wish List
Size of
Network
Check-­ins
App usage duration
Number of Apps on Device
Deposits/Withdrawals
Device Usage
Purchase History
Following
Followers
Likes
Number of Hashtags used
History of Hashtags
Search Strings entered
Sequence of visits
Time/Day log in
Time spent on site
Time spent on page
Frequency of Search
Videos Viewed
Photos liked
Sentiment
Tone
Euphemisms
Hedonism
Extroversion
Face Recognition
Openess
Colloquialism
Reasoning Strategies
Language Modeling
Dialog
Intent
Latent Semantic Analysis
Phonemes
Ontology Analysis
Linguistics
Image Tags
Question Analysis
Self-­transcendent
Affective Status

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15. 15
Conversation

16. 16
I am going to
New York
next May
Man
Walking, go
around
vest
Where and When will you be using this jacket?
I'll find a jacket that fits those conditions. Are you
looking for a men's or women's jacket?
Okay, I got it. What will you use this jacket for?
What styles are you looking for?
Conversation
https://www.thenorthface.com/xps

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I am going to
New York next
May
Where and
When will
you be using
this jacket?
I'll find a jacket
that fits those
conditions. Are
you looking for a
men's or women's
jacket?
https://www.thenorthface.com/xps
Man
Okay, I got it.
What will you
use this jacket
for?
Walking, go
around
What styles
are you
looking for?
vest

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Watson
Keyword Extraction,
Entity Extraction,
SentimentAnalysis,
Concept Tagging,
Conversation Intents Entities Dialogues
Personality 5Five Personality Traits Needs Values
Language Tone Emotion Social propensities Language styles
Translate Conversational News Custom TranslationPatents
Language Deep
Understanding
Relation Extraction,
Taxonomy Classification,
Author Extraction…..
Custom Analysis
Speech-­to-­text
Custom pronunciations Voice Transformation
Expressive Voice
Voice synthesis
Keyword Spotting Telephony Broadband
Vision Face Recognition Image Similarity Image Classification
Custom eyes
WATSON
Kind of skills
Source: https://www.ibm.com/watson/developercloud/services-­catalo

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It will be more and more a
bots vs bots marketing battle!
Our personal BOTS will buy
for us, #Brands should
convince them NOT us!

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Every Product has
a story to exchange
with a its consumer

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Every product has a Story

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Decision Making
& Production, Supply Chains

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•Ensure transparency and authenticity in the goods we trade,
purchase and sell globally
•Protect the provenance of high value assets
•Re-­establish trust in global trading marketplaces
•Reduce risk, theft, trafficking and fraud
Source: https://www.everledger.io

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Source: http://list.youku.com/albumlist/show/id_28351302.html

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Blockchain
Smart Contract
Creativity & Design
Production
Distribution Chains
Precision Decision Making could re-­shape sustainability
journey: from creativity to individual decisions
Individual Decisions
Supply Chain
Product Stories
Decisions
Decisions
Decisions
Mediation
Rules

26. @pieroleo
@pieroleo
Pietro Leo
Executive Architect -­ Chief Scientist of IBM Italy Research and Business Unit
IBM Academy of Technology Leadership
Head of IBM Italy Center of Advanced Studies
Grazie!

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