Consumers will demand truth and transparency from brands they support. Increasingly the truth is set free via the plethora of data available thanks to big data, machine learning, and tools to help people filter out the facts from all the misinformation that abounds. The future will be transparency.

1. 2 Vital Ingredients
To Artificial Intelligence Success

2. © 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
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A word of warning to those that infiltrate the content pipeline with information that’s not
factual, because there’s heightened demand for new methods to distil the mountains of
information we are presented with daily down to the unadulterated facts.
People crave a way to cut through the opinions, marketing speak and propaganda to get to
the truth. And technology just might be the solution we need to become data-driven
decision-makers who objectively understand the information.
2 Vital Ingredients To
Artificial Intelligence Success

3. © 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
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Text
IntroductionIntroduction
There are reasons why we struggle under the weight of fake or worthless content. Every 60
seconds, 160 million emails are sent, 98,000 tweets are shared on Twitter, 600 videos are
uploaded to YouTube, and 1,500 blog entries are created. Nobody but a machine could
keep up with it all.
Not only do we struggle to determine if politicians are telling us the truth, but marketers try
to hook us up with all kinds of products that are just what we need because they are the
better than the competition, the safest, the only one that will get you your desired results.
The hyperbole is exhausting.
2 Vital Ingredients To
Artificial Intelligence Success

4. © 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Title
Text
IntroductionIntroduction
We have never experienced such a time when we have so much information and so many
opinions thrown at us from so many angles. In response to our struggles, fact-checking
organizations that are dedicated to dissect and analyse statements made by politicians and
public figures now exist and are becoming increasingly visible.
As data continues to explode, the ability to rummage through it to find the truth required in
a situation is essential. Consumers won't be patient either. They want to find out anything
they seek to know, and they want to know it now. Brands will have to respond with truth
and transparency if they hope to remain competitive.
2 Vital Ingredients To
Artificial Intelligence Success

5. © 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Title
Text
IntroductionIntroduction
Businesses are beginning to respond to their customers’ demands for facts. The big data-
driven, machine-learning tech that is rolling out gives customers the raw material needed to
measure and quantify absolute, objective facts and then act based on those findings, rather
than rely on opinions and gut instincts so common today.
2 Vital Ingredients To
Artificial Intelligence Success

6. © 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
New Model for Media
When Ev Williams, co-founder of Twitter and co-creator of Blogger, developed
Medium it was to give the world an alternative communication platform where
"anyone can express themselves."
Anyone can also earn influence on Medium, and it's a force for good where
everybody can speak freely and exchange information and ideas.

7. © 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Facebook’s Got Our Backs
After the 2016 U.S. presidential election opened up concerns regarding the
proliferation of fake news that may have impacted the outcome of the race,
Facebook has responded by working with four independent fact-checking
organizations—Snopes, Politifact, ABC News, and FactCheck.org—to verify the
truthfulness of viral stories.
New tools that are designed to avert the spread of misinformation will notify
Facebook users when they try to share a story that has been bookmarked as
false by these "independent fact-checkers."

8. © 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Transparency of Reds and Whites
Alit Wine is leading the industry to “shine a light on the places that the wine
industry doesn’t talk about,” founder Mark Tarlov says.
One of those things that's typically hush-hush in the industry is the how much
each element of the winemaking process costs.
But, not Alit Wine.
The company sells wine directly to consumers, and they detail exactly how much
each step of production costs for the wines they sell.

9. © 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Big Brother in Reverse
Usually, we're concerned about the scrutiny of the government into our own
affairs. But, Contratobook helps citizens scrutinize the work of government and
public officials.
Launched in Mexico in 2016 by a group of anonymous hackers, the organization
is an open-source platform that allows people to search, filter and comment on
more than 1.6 million government bids and contracts dating back to 2002. For
those citizens with a desire to do so, they can look at each entry’s details
including contact values, involved parties and start date to detect irregular or
inaccurate expenses.
Those brands and companies who build trust with their customer base via
transparency and factual information that can be verified with data are expected
to have the competitive edge in a world that has grown weary of the widespread
dishonesty and misinformation that permeates our culture.

10. © 2017 Bernard Marr , Bernard Marr & Co. All rights reserved
© 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Bernard Marr is an internationally best-selling author, popular keynote speaker, futurist, and a
strategic business & technology advisor to governments and companies. He helps
organisations improve their business performance, use data more intelligently, and
understand the implications of new technologies such as artificial intelligence, big data,
blockchains, and the Internet of Things.
LinkedIn has ranked Bernard as one of the world’s top 5 business influencers. He is a frequent
contributor to the World Economic Forum and writes a regular column for Forbes. Every day
Bernard actively engages his 1.5 million social media followers and shares content that
reaches millions of readers.
Visit The
Website
© 2017 Bernard Marr , Bernard Marr & Co. All rights reserved
© 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Bernard Marr is an internationally best-selling author, popular keynote speaker, futurist, and a
strategic business & technology advisor to governments and companies. He helps
organisations improve their business performance, use data more intelligently, and
understand the implications of new technologies such as artificial intelligence, big data,
blockchains, and the Internet of Things.
LinkedIn has ranked Bernard as one of the world’s top 5 business influencers. He is a frequent
contributor to the World Economic Forum and writes a regular column for Forbes. Every day
Bernard actively engages his 1.5 million social media followers and shares content that
reaches millions of readers.
Visit The
Website

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