Machine Learning and Artificial Intelligence – taking a look changes taking place in the digital space, and what marketers can do to stay ahead of the curve. We will explore what AI means , what opportunities it presents, and how can marketers benefit from this today as well as prepare for the changes that lie ahead. You will learn more about the impact of machine learning and artificial intelligence on Search, and - Microsoft's definition of AI and how marketers can take advantage of the tools today.

1. Vikas Arora
Sr. Account Director
Bing Ads
Evolution of Search

2. Agenda
1. Fundamentals of Search
2. What’s new in Search
3. What’s next ?

3. @BingAds | #BetterWithBing | @vikasar

4. I think search engines are the new equivalent
of publishing; an enabler of information -
James Dyson
@BingAds | #BetterWithBing | @vikasar

5. @BingAds | #BetterWithBing | @vikasar

6. WHO ?
@BingAds | #BetterWithBing | @vikasar

8. Why ? What ? Who ?
@BingAds | #BetterWithBing | @vikasar

9. Search is changing
The next evolution of search
20 billion
expected Internet of Things
units by 20205
74%of people trust search engines almost
as much as they trust the website or
brand4
50%
of search
will come from
image or voice
by 20202
1/2of all developer teams will be
embedding AI into their apps by
20181
85%
By 2020, the
customer will
manage
of the relationship with
an enterprise without
interacting with a
human3
* in the Windows 10 task bar. 1. "IDC FutureScape: Worldwide IT Industry 2016 Predictions — Leading Digital Transformation to Scale", Nov 2015, IDC FutureScape, https://www.idc.com/research/viewtoc.jsp?containerId=259850. 2. “Internet Trends 2016 - Code Conference”, KPCB, 1
June 2016, http://www.kpcb.com/internet-trends. 3. “Gartner Customer 360 Summit 2011”, Gartner, Mar-Apr 2011, https://www.gartner.com/imagesrv/summits/docs/na/customer-360/C360_2011_brochure_FINAL.pdf, 4. "SMX EAST RECAP: Catalyst partners with Bing to study search in
the media mix, search + other channels", Bing Ads, 18 Nov 2016, https://advertise.bingads.microsoft.com/en-us/blog/post/november-2016/smx-east-recap-catalyst-partners-with-bing-to-study-search-in-the-media-mix,-search-other-channel. 5. "Gartner Says 6.4 Billion Connected
"Things" Will Be in Use in 2016, Up 30 Percent From 2015", Gartner, 10 Nov 2015, http://www.gartner.com/newsroom/id/3165317.

10. Search is changing
The next evolution of search
Breakthrough in speech
recognition
Lowest ever recorded word error rate with Microsoft
reaching human parity9, 10
of online consumers get
frustrated when irrelevant content
appears6
74%
The Cortana search box*
has over
145M7
monthly active users, with
8B
questions asked to date8
New headsets with
potential to significantly
alter the way users interact
with
search engines
are coming to
market soon
6. Denenholz, Jeff, "Online Consumers Fed Up with Irrelevant Content on Favorite Websites, According to Janrain Study", Janrain, 31 July 2013, http://www.janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-content-on-favorite-websites-according-
to-janrain-study/. 7. Cortana Dev Center, April 2017, https://developer.microsoft.com/en-us/cortana. 8. “Why 100 million monthly Cortana users on Windows 10 is a big deal“, TechRadar, 20 July 2016, http://www.techradar.com/news/software/operating-systems/why-100-million-
monthly-cortana-users-could-be-a-bigger-deal-than-350-million-windows-10-installs-1325146. 9. "Historic Achievement: Microsoft researchers reach human parity in conversational speech recognition", Microsoft, 18 Oct 2016, https://blogs.microsoft.com/next/2016/10/18/historic-
achievement-microsoft-researchers-reach-human-parity-conversational-speech-recognition/#sm.00000jv1wtv9nacq7r266s8uucy4p. 10. "Technology Quarterly: Finding a voice", The Economist, 1 May 2017, http://www.economist.com/technology-quarterly/2017-05-
01/language#section-5.

11. AI POWERED SEARCH CAPABILITIES ON BING
INTELLIGENT ANSWERS
Get answers with less effort
To deliver answers fast, for the many
types of questions you have, Bing
verifies concrete answers across
multiple sources rather than just one.
For more nuanced questions, Bing
provides multiple perspectives
gathered from the web plus info from
the Reddit community.
INTELLIGENT IMAGE SEARCH
Find what you see
See something you like in an image
on Bing and want to learn more
about it? With intelligent image
search, just select the area in the
image with our simple-to-use
cropping tool, and Bing will show you
similar results and products so nearly
any image is a place to shop.
CONVERSATIONAL SEARCH
Get answers to questions with multiple parts
Don’t know exactly how to phrase
your question as a search query?
With conversational search, Bing
provides clarifying questions for
certain categories to help refine your
search and get you what you’re
looking for.

14. We learn and
use technology.
Technology learns us
and discovers ways to be helpful.
Answering
Coordinating
Listening
Observing
Anticipating
What is AI?

15. What’s new at Microsoft
Technology stays on the cutting edge
Virtual and
augmented reality
HoloLens is changing
the way we see the
world. Explore how
companies like Lowe’s
and NASA are
transforming concepts
to reality.
Watch the video
Machine learning &
advanced analytics
With the Microsoft Cloud,
Microsoft partners are using
smart traps to capture
mosquitoes and sequence
their DNA to fight disease.
Watch the video
The future of AI
Microsoft Cognitive
Services are helping
museums, such as Tate
Britain, to improve our
understanding of art,
culture, history and
science.
Watch the video
Disaster recovery
In 2015, a massive earthquake
struck Nepal, killing 9,000. The
United Nations Development
Programme is teaming up
with Microsoft on a major
effort to promote economic,
financial and social recovery
in the region.
Watch the video

16. 25 years of AI development

17. Agent
We're going to harness artificial
intelligence to fundamentally
change how we interact with
technology with the advent
of intelligent agents, and
conversational interfaces
Cortana
Xiaoice
Zo
Services
We’ll make these same intelligent
capabilities that are infused in
our own apps available as open
programming interfaces, for
every developer in the world
Bot Framework
Cognitive Services
Cortana Intelligence
Applications
We’re going to infuse every
application that we interact
with, on any device, at any
point in time, with intelligence
Office 365
Dynamics
Infrastructure
We’re building the world’s most
powerful AI supercomputer and
using this infrastructure to tackle
AI challenges, large and small
Azure Machine Learning
Democratizing AI – For every person and every organization

18. Data into insights Marketing AutomationIntelligent Agents
Bing AI Solutions
Build EngageEvolve

20. Consumer Trends
Digital Assistants
Apps (with AI)
Voice Search
95% of customer interactions will be powered
by AI bots by 2025
75% of apps will be infused with AI by 2018
By 2020, 30% of all search results will be
voice
Source: Econsultancy: Next Revolution of Search, 2017; Beyond the Hype: IDC
White Paper on the economic impact of AI on CRM.

21. Data into Insights Operational EfficiencyCustomer Engagement
Marketing Solutions…using AI

22. Data into Insights

23. The Microsoft Graph
148m 2.5b 120m 500m 1.5b

24. Locations
Demographic
profile
Content
preferences
Personal
Data
Domain
preferences
Personal
Connections
Entities of
interest
Web activity
Search
Brand
preferences
Search
history
Purchase
History
Product
interests
Product
categories
Demographics
Customer
Data
Data signals combined
with 1st party data
Digital Profiles

25. Customer Engagement

26. Provide better service and support
Bot Services
✓ Azure Bot Service enables you to build chatbots that can
scale new services and help you provide better support
to your customers.
Bot Framework
✓ Bot Framework provides developers with the tools to
create intelligent bots that interact with users in a
natural way.
Leverage Cognitive Services
✓ Cognitive Services enable your bot to see, hear, interpret,
and interact in more human ways.

28. .
Make finding and chatting with bots
more discoverable on Bing
Chat bot extensions
✓ Ad extensions that make search
more conversational

29. Operational Efficiencies

30. Optimize – Increase performance
Dynamic
Search Ads:
Automatically target
relevant search queries
based on the content of
your website

31. Optimize - Increase efficiencies
Auto-Bidding:
➢ With automated bidding, Bing Ads
fully manages your bids in real time,
based on a wide set of useful platform
signals.
➢ Real-time campaign optimization
based on your objectives.
➢ AI is built into Auto-Bidding to save
you time and money, and improve
your return on investment.

32. Reach new customers
Create engaging customer experiences
Achieve greater operational efficiencies
Come learn with us