AI-megeddon: Are the Machines Coming for Your Job? - 2017 MnSearch Summit
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Artificial intelligence, curated data, creative scripting, business automation, chatbots, machine learning and other rad’ technical tools have exploded into mainstream marketing media vernacular. Clearly human roles are changing, but is it for the better? How must humans adapt to their new roles feeding the machine? What the hell do we do next? Join seasoned clinicians Michelle Robbins (representing machines) and Marty Weintraub (humans) for a deep-dive role play to shed light on what realities marketers face today and what to do next.
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AI-megeddon: Are the Machines Coming for Your Job? - 2017 MnSearch Summit
- 1. @MichelleRobbins AI-megeddon: Are the Machines Coming for Your Job? Michelle Robbins |VP, Technology |Third Door Media
- 2. @MichelleRobbins 2017 Marketing Technology Landscape
- 3. @MichelleRobbins Big Data + Machine Learning = AI
- 4. @MichelleRobbins • Discovery • Prediction • Recommendations • Automation
- 5. @MichelleRobbins “Don’t think ‘mobile first’ – think ’AI first’” ~ Gary Illyes, Google
- 7. @MichelleRobbins The Age of Cognitive Marketing
- 9. @MichelleRobbins Identify audience segment Set the budget Set the campaign time period Upload creative What the Marketer Does
- 10. @MichelleRobbins Albert learns, tests, calibrates, and repeats until KPIs are met Autonomous media buying across all channels Autonomous campaign execution (timing and channels) testing, optimization, reporting What Albert Does
- 11. @MichelleRobbins Albert by the Numbers
- 12. @MichelleRobbins Email message, CTA, subject line, creative Landing pages Multi channel ads Facebook posts SMS and app push messages Persado: Cognitive Content Generation
- 13. @MichelleRobbins Persado: Cognitive Content Generation
- 14. @MichelleRobbins So are the machines coming for our jobs?
- 16. @MichelleRobbins
- 17. @MichelleRobbins
- 18. @MichelleRobbins
- 19. @MichelleRobbins “We are the music makers, And we are the dreamers of dreams” ~ Arthur O'Shaughnessy
- 20. @MichelleRobbins
- 21. @MichelleRobbins CONNECT WITH US SUBSCRIBE TO OUR NEWSLETTERS: http://searchengineland.com/newsletters http://martechtoday.com/newsletters FOLLOW US ON SOCIAL: Twitter: @SEngineLand Twitter: @MarTechToday ATTEND AN UPCOMING EVENT: Search Marketing Expo The MarTech Conference – martechconf.com DOWNLOAD OUR APPS:
Hinweis der Redaktion
- This completely impossible to absorb infographic lists most of the vendors – as of May 2017– in the Marketing Technology space. A year ago there were only 3,500 tools and platforms. While there will undoubtedly be contraction within these verticals as mergers and acquisitions naturally ensue, there’s no indication that marketing and marketing services will be less platform enabled, only more. The vast majority of these are touting Artificial Intelligence capabilities within their platforms.
- Machine learning is ubiquitous throughout the large marketing platform suites in particular (IBM, Adobe, Salesforce). It’s already a given for any tools that provide any measure of predictive capabilities.
- Our martech reporter Barry Levine published a terrific article this week drilling into how AI claims are defined and how to separate what is AI from what is merely predictive. These fours features typically define AI capabilities: Discovery from volumes of data, which includes classification, anomaly detection, machine vision, natural language detection, sentiment. Prediction, which projects the patterns that surface from the discovery, into the future and determines what is likely the next outcome. Recommendations, in which AI uses those predictions to suggest an action. Intelligent Automation, where AI takes the recommendation and implements them. The ability for platforms to do the heavy lifting of both data analysis and marketing optimization has advanced significantly in the recent past. As a result, the talents needed from marketers are rapidly evolving alongside these changes. How many folks are using platforms or tools that have: predictive capabilities? Cognitive/AI capabilities?
- Two weeks ago at our SMX conference in Seattle, Gary mentioned this during the keynote. Search marketers have been singularly focused on the coming ‘mobile first’ index, but this statement by him, which was largely overlooked, is much more telling about where everything has been and is headed at Google. As RankBrain matures – and consider how much training data the model receives on a daily basis – it will very reliably get closer to that ‘one best answer’ for any given query, in its specific context. As more and more of our search interfaces are screenless, Google’s success in this area becomes more critical.
- Google’s prime directive has always been to be the ‘computer’ for the world. Recall that when Kirk asked “computer” a question – there was always just a single response. Not a list of options, a single canonical reply. When he wanted options, he asked Scotty or Spock.
- While we’re well on our way to having the Star Trek computer - we’re not there just yet. Most of the marketing platforms are steeped in deep learning and predictive technologies, though there are some impressive platforms that are making a good show of replacing the traditional marketer role in many ways. I’m going to take a look at a couple of them, not as endorsements of these products, I’ve not used them myself – but to demonstrate the competition marketers are facing in this new machine age.
- How many folks here are PPC or Paid Social specialists? How many know what Albert is? You’re might conclude the opposite, but Albert just might be your new best friend.
- He creates, sends, and tracks the message. He learns in real time what is working and what isn’t and optimizes the campaigns accordingly. All of them. He’s doing the heavy lifting, doing the work machines are best suited for; freeing you to focus on the things humans excel at, that machines do not.
- Impressive if correct.
- Moving up the ladder a bit, is Persado, which at the enterprise level, generates everything you need - handles every aspect – from crafting the messaging and content to selecting the images for landing pages and ads. All you the marketer has to do, is feed it the content. With Persado – you are feeding the machine the training data and it literally does the rest. Is anyone using this platform? Let’s watch a demo.
- That’s both amazing and terrifying right?
- No they aren’t. But they are changing our jobs. And they are challenging us to stretch our competencies. These numbers are from a recent Deloitte study of the UK economy. And while it was largely focused on more traditional job sectors – the point overall is that AI and developments in AI mean tremendous opportunity across board. I for one am looking forward to a bot based future. So the question becomes, how do we prepare for it?
- This is probably my favorite tweet from Gary at Google. It’s both instructive and obtuse. And he’s right. If you haven’t already, you should probably take a machine learning class. No matter what area of search and digital marketing you specialize in, having a solid understanding of machine learning – how training data and a training model impact the outcomes of any AI effort – will put you ahead of the curve in your field.
- So machines are awesome. They scale, we don’t. But we can’t lose site of the fact that we bring as much value to the table as the bots do. These guys perfectly exemplify the importance of balance – of both logic and emotion. Knowing when to trust the data, and when to trust your gut was essentially the premise of their relationship arc. The same is true with AI and machine learning.
- Machines are not particularly good at creative endeavors, and emotion based marketing will always win the day. Storytelling is an art, and content creation is nuanced. It’s contextual and it’s subjective. We are a long way from true AI where the machines are the heralded artists and the celebrated storytellers. By way of example, I’m going to share an iconic commercial, that I cannot foresee ever being sprung from a data set.