Presentation by Catherine Havasi, Agorai, at the 20 June 2019 CX Emotion conference (http://cx-emotion.com)

1. Dr. Catherine Havasi, MIT Media Lab
Technical co-founder, Sendesis
BEYOND PERSONALIZATION:
EVERYONE NEEDS SCALABLE AND
ACCESSIBLE UNDERSTANDING
Photo: Michael Vesia, CC-By

3. MEANWHILE, AT THE
MIT MEDIA LAB
Photo: MIT Media Lab

4. COLLECTING COMMON-SENSE KNOWLEDGE

5. We have built models of how people think about the world in 73
languages – called ConceptNet.

6. Emotion has always been
central to the data we
collected.
Photo by: Petar Milošević CC BY-SA 3.0.

7. Photo: Steve Hopson, CC-By
But then things moved on without us –
users changed how they interacted with search engines

9. We found a new use of this data:
integrating into machine learning to
facilitate adaptability
Photo by: Chris Rodley

10. Data is important…
but don’t let that stop you
Photo by: Gene Kogan

11. The relationship between humans and
machines is inherently emotional.
Photo by: Rene Passet CC-by-SANC

12. Photo by: Anna Dziubinska, CC-by-SA
Emotion is a critical part of
communication

13. Gartner infamously predicted last year that
soon your phone “know more about your
emotional state than your own family.”
Source: Gartner

14. Emotional AI allows humans to
have time to develop emotional
relationships.

15. 51% of consumers expect that
companies will anticipate their needs and
make relevant suggestions – even if
they’ve never bought from the brand
before.
Source: Salesforce

16. Marketing has been talking
about personalization for years.

17. 80% of shoppers are more likely to frequent and
buy from stores with more personalized
experiences.
Source: Epsilon

19. mass production personalization

20. What is generative content?
Are we there yet? What gets us there?

21. • Design Principles
Photo by: User: Takeaway CC BY-SA 3.0.
Design principles for
hyperpersonalization

22. Image Credit: D J Shin CC-by-SA
Robots are not your brand voice.

23. One Size Does Not Fit All:
Language
Domain
Expertise
Customer Journey Stage
Engagement Goal

24. It’s the whole customer journey that matters – not
just the feedback touch points

25. It’s happening again: today’s agents don’t
communicate like us.
Image Credit: Amazon

26. Image Credit: Netflix Promotional
What about hyper-personalized media?

27. We need to ask new
questions

28. We need a
framework that
knows how to
grow up.

29. Let’s make a promise to our
users about their data.

30. Focus on
Experience versus
Agent

31. Transparency Matters
Values Matter
Data Matters

32. Let’s find a way to communicate
with machines like we always
dreamed of.

33. Thank you!
Dr. Catherine Havasi
havasi@media.mit.edu
@catherinehavasi