This document discusses how artificial intelligence and predictive analytics can be used beneficially by companies to better understand customers and provide personalized experiences and recommendations. It notes that customers now expect companies to know what they like based on vast amounts of consumer data. When combined with technologies like social media, mobile, cloud, and analytics, AI allows companies to gain insight into customer wants and predict future behaviors. Examples are provided of several companies already using AI to increase sales, improve customer service and product recommendations, and predict transportation delays or health issues. However, the document also cautions that such predictive capabilities could enable concerning invasions of privacy if misused.

1. Better for you, better for me. Beneficial intelligence that
works for customers and companies
Mark Hillary – Carnaby - @markhillary
Social Robotics and AI 2016
Oxford Brookes University – Sep 15, 2016

2. Mark Hillary
• Analyst / writer / journalist /
blogger / ghostwriter
• 16 books on tech, work, CX, and
globalisation – biz use of tech
• London 2012 Olympic blogger
• First ever internal UK government
blogger
• Advised UN and several
governments on tech policy
• From London, based in São Paulo

3. Quick Overview
• What happened?
• Customer journey
• Customer
expectations
• Need for predictions
• Dangers
Thomas Hawk: https://flic.kr/p/fxhGt5

4. Why AI and is it beneficial?
Customers today
EXPECT you to
know what they
like and what
they want…
Anders: https://flic.kr/p/5p2od7

5. Customer Loyalty
The concept of
loyalty has
changed into an
ongoing
relationship with
brands – with
dialogueSuny Schmidt: https://flic.kr/p/ycXrd2

6. The History
How did we get
here?
2007: iPhone 1
2008: Social
networking
Trisha: Fawver: https://flic.kr/p/oMafdN

7. The Turning Points
• Web 1994 (In common use)
• Broadband 2000
• Mobile Internet 2007
• Social Networks2008
A 21-year-old graduate joining a company
today cannot remember a world without
the Internet and mobile phones…

8. Customer Service
Before social and mobile brands would:
Tell you what time you can call
Give you an 0800 number or email
They told you when and how!
Angelo Domini: https://flic.kr/p/rp9dWx

9. Now the entire process of a
customer learning about your
products and making a purchase
has changed – the customer
journey has been shaken
completely…
Discover – Explore – Buy -
Engage
Customer Journey
Mark Hillary: https://flic.kr/p/Jomvo4

10. The New Journey
View ad
Watch video
Download app
Check reviews
Social chat
Blog about products
Talk to brand
Talk to friends
Chellseeyy: https://flic.kr/p/8cdRv3

11. Every Company is Affected
Marketing, customer service, customer research,
sales, advertising, and PR is now just one
function – interacting with customers!
John Watson https://flic.kr/p/7972f6

12. You Need Insight
To function in this
environment you
need insight into
what your customers
want now – and
what they might
want soon
Dara Or: https://flic.kr/p/okgMbA

13. Tech Convergence
SMAC is the drug…
Social: how people
communicate
Mobile: when and where they
communicate
Cloud: the tools available -
apps
Analytics: the ability to
analyse this vast amount
of data James Marvin Phelps: https://flic.kr/p/poREeJ

14. How can you get value?
The possibilities are
endless:
We have been used to
Amazon studying our
shopping behaviour for
years. They offer deals
and recommendations
based on our behaviour
– why aren’t retailers
already doing this in-
store too? Tom Blackwell: https://flic.kr/p/97PVQi

15. Pulling Tech together
Imagine a retailer that recognises
you when you arrive in a store
(facial recognition) then
messages a time-limited deal to
your phone… pull all this data
together – data on everything
you do, where you go, what you
like…
AI can help brands make sense of
the data and make predictions
about what the customer wants!
Mark Hillary: https://flic.kr/p/7jXvs5

16. Atom Bank
Imagine if you
could
remember
every single
customer
enquiry and
learn from it so
customer
service always
got better?Sam Leighton: https://flic.kr/p/qEMNFo

17. Alfred the Butler
Clever Sense (bought
by Google) learns
the food you like
(and the friends
you listen to) so it
can recommend
new restaurant
choices
Pete Zarria: https://flic.kr/p/5yu4o5

18. Emotions
Emotient (bought
by Apple)
systems
understand how
you feel based
on your face –
imagine the
advertiser
feedback that
creates?Marc Dalmulder: https://flic.kr/p/pYcJ3P

19. Get Running
The Moov wearable
tracks your
exercise AND sleep
to recommend
how to improve
your health – it can
even tell you how
to run or swim
better Thaines: https://flic.kr/p/5cZ5yZ

20. Predict the Future
The Stockholmstag rail
company can predict
future delays based
on current issues on
the line – and warn
customers about a
problem they
PREDICT will
happen.
Billy Wilson: https://flic.kr/p/7rPiiY

21. Increase Sales
Room And Board:
Used AI models in
Salesforce to
predict additional
items online
customers might
want – order
value shot up 40%
for those who
engaged with the
recommendationsThomas Hawk: https://flic.kr/p/ug7yP1

22. Health Predictions
Neurolex Diagnostics
can listen to natural
speech and predict
mental disorders
such as psychosis –
a feature of
schizophrenia –
creating
opportunities for
health screening Mark Turnauckas: https://flic.kr/p/9UpasE

23. Dangers Ahead
If private companies
and insurers can
detect health
problems or predict
behaviour BEFORE it
takes place then
what about:
• Government (tax)
• Police
• Insurance
Me50tron: https://flic.kr/p/5FFtnp

24. Future is clear
Customers are expecting more
They know you have the data – they
expect something in return (look
at Facebook)
AI allows you to make accurate
predictions from large volumes of
customer data
AI will help you to make sense of it all
and create a better – or brand
new – service for customers
But caution is required…
André Luís: https://flic.kr/p/nbSKHW

25. mail@markhillary.com
@markhillary
markhillary.com
Thank you
Get in touch!