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Marketers' Hopes and Fears for Artificial Intelligence

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What do marketers expect from artificial intelligence? How will AI impact marketers' jobs? Will it play a bigger role in media buying or creative, account management or finance? What do marketers want to get out of it? Why should marketers care about it? And what can marketers learn from the leading thinkers about AI? All of this is covered in research first presented at IAB Conecta in Mexico City in August 2017.

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Marketers' Hopes and Fears for Artificial Intelligence

  1. 1. Marketers’ Hopes and Fears for Artificial Intelligence New and Enhanced Edition David Berkowitz Chief Strategy Officer, Sysomos @sysomos / @dberkowitz
  2. 2. About this presentation This talk about artificial intelligence (AI) was initially presented at IAB Conecta in Mexico City in August 2017. This version has been annotated and edited for clarity. More content has since been added to provide further color around AI. For the research featured here, Sysomos partnered with The Drum, which surveyed more than 200 marketing professionals in May 2017. The vast majority of respondents were in senior management levels, and they hailed from brands, agencies, media companies, and technology providers. In the notes field of each slide, you can find links to any additional sources. For any questions about this talk, please reach out to me anytime. Thanks for reading this. David Berkowitz
  3. 3. These are the associations most people seem to have with AI… (and note, this talk was given in Mexico initially – hence the Spanish posters)
  4. 4. “The greatest benefit of the arrival of artificial intelligence is that AIs will help define humanity. We need AIs to tell us who we are.” -Kevin Kelly, The Inevitable
  5. 5. “47% of all jobs will be taken by robots.” - The Future of Employment “47% of all jobs will be taken by robots.” -The Future of Employment
  6. 6. Based on some analysis, like that provided by the site, marketers’ jobs seem safe… for now.
  7. 7. Another version, hosted by NPR, showed PR roles as fairly automation-proof as well.
  8. 8. Yet another (released August 2017):
  9. 9. Strong vs Narrow AI Narrow AI refers to non-sentient technology focused on one specific task. Strong AI refers to consciousness and sentience, where AI can be applied to any problem.
  10. 10. “In the next 10 years, 99% of the artificial intelligence that you will interact with, directly or indirectly, will be nerdly narrow, supersmart specialists.” -Kevin Kelly, The Inevitable
  11. 11. “More and more products and services will fuse machine intelligence with crowd work to help users get things done.” -Shivon Zilis in Harvard Business Review
  12. 12. This isn’t the AI you’ve been looking for, but it is an early example of predictive problem- solving assistants.
  13. 13. Why is the race for AI so hot right now? • Data sets • Processing power • Practical goals • New algorithms • ‘Adjacent possible’ (a concept popularized by author Steven Johnson on how the same invention or idea often surfaces in multiple places at once because it’s the next leap forward based on other available technologies or ideas)
  14. 14. In the talk, we turned the presentation into a kind of game show, surveying the audience about their views. For those who saw the presentation live, that interactive feature won’t appear here, but I would love hearing your opinions about the topic.
  15. 15. Do marketers understand AI? Yes 46% No 54%
  16. 16. Are marketers investigating the full potential of AI? Yes 36% No 64%
  17. 17. Why do marketers want to invest in AI? 64% 61% 49% 42% 39% 36% 24% Increase productivity Increase efficiency Generate new opportunities New innovation Increase sales Cost savings Verify performance
  18. 18. Top applications for AI 49% 49% 40% 30% 27% 24% 21% 18% 11% 9% Competitive intelligence Customer service/ CRM Media planning/ buying Auditing: delivery, transparency, fraud Billing/ finance Community management PR/analyst relations Creative briefs Recruitment/ HR Legal/ rights management What kinds of applications of AI are most interesting to your business?
  19. 19. Which function at your company will benefit the most from AI? Exec team 7% Brand manager 5% Strategist/planner 16% Analyst/researcher 25% Media buyer/planner 15% Account manager 6% Creative 10% Production 8% Other 8%
  20. 20. Marketers do not want AI in creativity or recruitment 16% 23% 5% 22% 9% 16% 44% 15% 5% 37% Customer service/CRM PR/analyst relations Competitive intelligence Legal/rights management 40% 50% 60% 70% 80% 90% How much of your job today do you think could be replaced by AI by the end of the decade?
  21. 21. AI can produce works of creativity Left: David Cope has spent decades creating algorithmically-generated music, such as Bach compositions that some people think sound even more like Bach than the original works. Right: Researchers from Rutgers, College of Charleston, and Facebook’s AI research Lab used AI algorithms to create art that critics couldn’t distinguish from human-created artwork
  22. 22. “Researchers at the e- commerce juggernaut are currently working on several machine-learning systems that could help provide an edge when it comes to spotting, reacting to, and perhaps even shaping the latest fashion trends.” -MIT Technology Review
  23. 23. Impact on marketing activity expected over next 5 years 3% 14% 19% 18% 8% 22% 4% 4% 3% 1% 4% 0 1 2 3 4 5 6 7 8 9 10 How long do you think it will be before AI makes a significant impact on your marketing activity?
  24. 24. Will AI harm jobs in marketing? Yes, some roles will be replaced by AI 61% No, AI will let us work more effectively 39%
  25. 25. Will the rise of AI lead to job losses? 2% 14% 26% 14% 12% 20% 5% 4% 3% 2% 2% 0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% How much of your job today do you think could be replaced by AI by the end of the decade?
  26. 26. It’s not just marketers who are concerned
  27. 27. It’s not just marketers who are concerned 14 23 29.1 0 5 10 15 20 25 30 35 New platform won't catch on Platform obsolescence I'm replaced by AI Software Developer Fears Source: Evans Data Corp
  28. 28. “The advent of AI didn’t diminish the performance of purely human chess players. Quite the opposite… There are more than twice as many grand masters now as there were when Deep Blue beat Kasparov.” -Kevin Kelly, The Inevitable
  29. 29. What job do you want A.I. to do?
  30. 30. What job do you want A.I. to do? Create your A.I. job interview
  31. 31. Key takeaways: Get ready for a messy few years ahead • For the next several years, technologies will augment what we can do • There will be immediate opportunities for specialists who can identify and implement AI • Some jobs are more prone to replacement by automation than others • People are hesitant to relinquish creative tasks to AI, but AI can replace creative functions
  32. 32. ¡Gracias! ¡Mantente en contacto! @sysomos / @dberkowitz This really is my Spanish-language LinkedIn profile. I took a few liberties with my description.