This presentation was prepared for a keynote I gave at the Direct Marketing Association of Detroit in April 2017. My talk explored how marketing communications professionals need to understand the implications of Artificial Intelligence to survive. It explores various use cases and the implications for those in the fast evolving marketing profession. It's critical to keep your skills current to fend off the robots, but more importantly, thrive by using emerging AI MarTech capabilities to drive smarter, more efficient and effective marketing programs and campaigns.

1. @sfemerick
Brought to you by Susan Emerick
@sfemerick
Will Robots take over my job?
Artificial Intelligence implications for Marketing
Author of: The Most Powerful Brand on Earth

2. @sfemerick
Ar$ficial Intelligence (AI)
Is actually helping today's marketers analyze data and
engage customers be=er than ever before

3. @sfemerick
Marketers are applying insights gathered from AI to business and
marketing strategies
• Brand health monitoring
• Customer experience, Voice of the
customer
• Employee engagement, Voice of
employees
• Crisis management
• Compe;;ve posi;oning
• Predic;ve analy;cs and modeling
• Customer value, a>ribu;on, pain points
• Marke;ng planning and segmenta;on
• Campaign effec;veness
• Influencer discovery
• Engagement planning
• Amplifica;on / Advocacy:
Ø Customer
Ø Employee
Ø Business Partners
Ø Influencers
Ø Brand Voice

4. @sfemerick
“Automated sen;ment analysis is the process of training a computer to iden;fy sen;ment within
content through Natural Language Processing (NLP). Various sen;ment measurement plaOorms
employ different techniques and sta;s;cal methodologies to evaluate sen;ment across the web.
Some rely 100% on automated sen;ment, some employ humans to analyze sen;ment, and some
use a hybrid system.”
~ Maria Ogneva is the Director of Social Media at Biz360
4
Today’s Marketers have to understand data science

5. @sfemerick
IBM Watson Natural Language Understanding service
Analyze seman$c features of text input, including:
Categories Categorize your content using a five-level classifica;on hierarchy.
Concepts Iden;fy high-level concepts that aren't necessarily directly referenced in the text
Emo$on Analyze emo;on conveyed by specific target phrases or by the document as a whole
En$$es Find people, places, events, and other types of en;;es men;oned in your content
Keywords Search your content for relevant keywords
Metadata For HTML and URL input, get the author of the webpage, the page ;tle, and the publica;on
date
Rela$ons Recognize when two en;;es are related, and iden;fy the type of rela;on
Seman$c roles Parse sentences into subject-ac;on-object form, and iden;fy en;;es and keywords that
are subjects or objects of an ac;on
Sen$ment Analyze the sen;ment toward specific target phrases and the sen;ment of the document
as a whole
Source: https://www.ibm.com/watson/developercloud/doc/natural-language-understanding/

6. @sfemerick
Ar$ficial Intelligence (AI) is becoming indispensible to
marketers
• Marketers may not even realize that the technology they use to do their jobs today was the
stuff of wild-eyed imagina;on just a few short years ago
• How does it work?
– Machine learning is a type of ar;ficial intelligence (AI) that provides computers with
the ability to learn without being explicitly programmed.
– Machine learning focuses on the development of computer programs that can teach
themselves to grow and change when exposed to new data.
Source: https://www.inc.com/adam-fridman/10-examples-of-ai-in-marketing.html

7. @sfemerick
• Deep learning "teaches" computers a
variety of skills, such as how to
understand text, speech or photos, and
apply what it learns to deliver answers,
clarify queries or offer sugges;ons.
• Deep learning improves filters on the
posts and ads you see
• Facebook unveils deep learning-based
text understanding engine called
“DeepText”, tha can understand, with
near-human accuracy, the textual
content of a thousand posts per
second
Deep learning is the data science behind most
marke$ng AI
Source: http://www.zdnet.com/article/facebook-unveils-deep-learning-based-text-understanding-engine/

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Marke$ng use cases for Ar$ficial Intelligence

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AI in Marke$ng automa$on
Marke;ng automa;on uses AI to engage customers
• Analyzing their behavior and deliver tailored content to move them through the sales cycle:
ü Recommending content
ü Engaging with them across plaOorms
ü Tailoring email campaigns
• As more and more tools employ remote super-intelligence, we’ll increasingly expect our
tools to tell us what’s up.
Source: h>ps://martechtoday.com/six-ways-ibm-watson-friends-changing-digital-marke;ng-197500
Marketers and adver$sers will increasingly rely on
their soTware tools to tell them what’s important,
what’s out of place, what they should focus on
ü Salesforce’s Einstein layer
ü Adobe’s Sensei
ü Absolutdata
ü Pegasystems
ü IBM Watson is driving insights in plaOorms
like Rocket Fuel or Equals 3’s Lucy
IBM Watson is changing digital marke;ng

10. @sfemerick
Example:
“Employee Advocacy”
Iden$fying Influencers and Communi$es
Enhanced Network Segmenta;on and Community Visualiza;on:
• Discover how a network and the things they talk about are broken out into communi;es
• Find out what specific communi;es are talking about through trending #hashtag analysis
• Individual people or companies are connected within a network
Source: LittleBird http://www.getlittlebird.com/

11. @sfemerick
Source: LittleBird http://www.getlittlebird.com/
Priori$zing Top Influencers for engagement
Example:
“Employee Advocacy”
• Uncover how central someone is to a community on a topic
• Filter by community, loca;on, specific rela;onships or search
terms
• Profile iden;fica;on of network members on other social
networks

12. @sfemerick
Content cura$on and Product recommenda$ons
• People don't realize is that these recommenda;ons are based on deep learning and other AI
• Machines analyze large chunks of data about people's purchase behaviors on the web to
determine what they're most likely to want to do next.
Sugges;ve Selling
Package discounts

13. @sfemerick
“Recommenda$ons
from people I know”
= the most trusted
source of informa$on
Higher than any other
adver$sing format
50%
46 - 47%
40 - 42%
Survey Ques;on
To what extent do you
trust the following forms
of adver$sing?
92%
70%
58%
50%
47%
40%
33%
30%

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Wri$ng SEO op$mized headlines
A.K.A. “Clickbait”
Got writers block? Not to worry!
• AI applica;on created by Norwegian
developer and blogger Lars Eidnes,
uses deep learning and neural
networks to teach machines how to
write headlines
• Marketers everywhere, can benefit
using AI to adjust content to resonate
with their intended audience
Sources:
https://larseidnes.com/2015/10/13/auto-generating-clickbait-with-recurrent-neural-networks/
https://thestack.com/world/2015/10/15/machine-learning-generates-clickbait-headlines-that-will-shock-you/

15. @sfemerick
Speech recogni$on is becoming increasingly important
and has come a long way
For Marketers, the rise in voice search means SEO and
content marke;ng must be op;mized for queries that come
in ques;on form, rather than simple keywords
Source:
https://www.skyword.com/contentstandard/marketing/what-the-voice-recognition-explosion-will-mean-for-content-marketing/
https://www.technavio.com/report/global-voice-recognition-biometrics-market-2015-2019
https://globenewswire.com/news-release/2017/02/09/915498/0/en/Global-Markets-and-Technologies-for-Voice-Recognition-Reaching-Double-Digit-Growth-Rates-Reports-BCC-Research.html
Google reports:
• 50%+ of teens use voice search daily
• 41% of adults talk to their phones every day
Apple’s Siri, Amazon’s Alexa,
Microson’s Cortana, Samsung’s Bixby

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Google’s RankBrain
A machine learning technology
• Analyzes spoken or wri>en search queries
• Able to process them into search results that are most likely to be what you're looking for
• Goes beyond returning exact keywords and phrases
• Compares each query to other, similar queries to return the ones that are most likely to be
what you're trying to find, including more relevant ad results
Source: http://searchengineland.com/faq-all-about-the-new-google-rankbrain-algorithm-234440

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Speech and Voice recogni$on growth rates are staggering
• By 2019, the voice recogni;on market will be a $601 million industry (Technavio)
• Global market for voice recogni;on technologies was valued at $184.9 Billion
Source:
https://www.skyword.com/contentstandard/marketing/what-the-voice-recognition-explosion-will-mean-for-content-marketing/
https://www.technavio.com/report/global-voice-recognition-biometrics-market-2015-2019
https://globenewswire.com/news-release/2017/02/09/915498/0/en/Global-Markets-and-Technologies-for-Voice-Recognition-Reaching-Double-Digit-Growth-Rates-Reports-BCC-Research.html
0
20
40
60
80
100
120
140
160
180
200
$ Billions
2016-2021 Compound annual growth rate (CAGR)
2015 2016 2021
12.1%

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2017 results reveal belief in Search Engines over human
editors on the rise
Source: 2017 Edelman Global Trust Barometer http://www.edelman.com/global-results/

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2015 marked the first $me ever online search is more
trusted over tradi$onal media
Source: 2015 Edelman Global Trust Barometer https://www.youtube.com/watch?v=09eDlatXIB4#action=share

20. @sfemerick
Ad Targe$ng gedng increasingly sophis$cated
Google is now beginning to experiment with a new AI technology called recurrent neural networks (RNN)
• Capable of "remembering" bits of informa;on for short periods of ;me
• Poten;ally elimina;ng the need for specialized ad targe;ng code in the near future
Source: https://www.mediapost.com/publications/article/261423/teaching-artificial-intelligence-to-search-target.html
Sites like Google and Facebook use bits of code to
track website visitors and target ads accordingly

21. @sfemerick
Chatbots and AI
As marke;ng channels proliferate, marketers need a
way to manage those interac;ons cost effec;vely
Many marketers use chatbots (ar;ficial intelligences)
that are able to interact with humans to:
ü Answer rou;ne ques;ons
ü Assist with purchases
ü Book travel
ü …. Much more
Source: http://www.adweek.com/digital/what-marketers-can-learn-about-chatbots-from-pros-that-have-seen-early-success/
A computer program designed to simulate
conversa;on with human users, especially
over the Internet. "chatbots o<en treat
conversa=ons like they're a game of tennis:
talk, reply, talk, reply"

22. @sfemerick
Dynamic pricing a growing use of AI in Marke$ng
• Dynamic pricing in ecommerce typically means
a pricing strategy that accurately reflects
market demand and supply dynamics
• Some equate dynamic pricing with personalized
pricing, in which prices are constantly changing
in response to a customer profile which the
ecommerce website is genera;ng in real ;me
• Pricing by scarcity sets product prices according
to demand and availability
• You may have experienced dynamic pricing at
work if you’ve ever len an item in a shopping
cart on Amazon only to find the price changed
significantly overnight
Source: h>ps://www.ar;ficialintelligenceonline.com/3092/the-future-of-dynamic-pricing/
Commonly used in travel, hotel
bookings and airline ;ckets are
perfect examples: the more
availability there is, the lower the
prices are, but once the inventory
becomes scarce, prices rocket up.

23. @sfemerick
So what does this mean for Marketers?
Stay on top of your game
• Invest in your skills!
• Keep up with emerging technologies and how they’re changing the marke;ng
profession
• Become a student of the cran as a “Data Driven Marketer”
• Educate yourself on all things Ar;ficial Intelligence
– Natural Language Processing
– Seman;c Analysis
– Machine Learning
– Deep Learning
• Trial technologies to get “hands on” learning
• Seek out experts

24. @sfemerick
Connect with me
The Most Powerful Brand On Earth:
How to Transform Teams, Empower Employees, Integrate
Partners, and Mobilize Customers to Beat the Competition in
Digital and Social Media
susanemerick.com @sfemerick linkedin.com/in/sfemerick/ bit.ly/susan-emerick
Let’s con$nue the conversa$on …