AI & Meaningful Marketing 27 9 24 HCMC - DEF.pdf

Speech in Ho Chi Minh City / Meaningful and Augmented Marketeer. 10 cases among Cadbury, google, Qatar Airways, the young pope

1. The Augmented (& Meaningful)
Marketeer through AI
-A Few Tips -
Hugues L. Rey
27
th
of September 2024 -HCMC

2. For a marketeer …

3. The Sweet
Spot
=
The Turing
Test

6. Get out
the Hype !

7. Do you remember
Second Life ?

9. At its peak in 2006, Second Life had
a story on the cover of Business
Week, a 12-page spread in Wired,
and numerous blog posts about
brands likeCoca-Cola, Scion and
even the NBA establishing in-
world presences.
Reuters, CNET, CNN and Wired also
set up virtual news bureaus, though
all …
but CNN killed off their in-
world coverage about a year
later.

11. Useful
Usable
Used

12. Timing is everything

13. 2022 -Marketing & Advertising
Hype Curve

14. 2023 -Marketing & Advertising
Hype Curve

15. PEAK OF
INFLATED
EXPECTATIONS

16. Stop Rambling,
Take Action !

19. Let AI Infuse
Your Marketing Mix

20. A.I. Is moving 4P’s to S.A.V.EEE.
in a Hyper Personalized Relation
Product PlacePrice Promotion
Service x Product
= Bespoke Offer
Value Based
Pricing
Access x
(Learn + Apply)
= Experience
Engage, Entertain,
Educate = Unique
Relationship

21. A.I. Is moving Product to Service
in a Bespoke Offer
Product
Service x Product
= Bespoke Offer
1.Recommendation
2.New Features
3.Churn Prediction

22. A recommendation
system generates a
compiled list of items in
which a user might be
interested, in the
reciprocity of their
current selection of
item(s).
It expands users’
suggestions without any
disturbance or
monotony, and it does
not recommend items
that the user already
knows.
USE CASE 1

25. By analyzing viewer data
– think 30 million “plays”,
4 million ratings, 3 million
searches - the company
was able todetermine
that fans of the original
House of Cards, which
aired in the UK, were also
watching movies that
starred Kevin Spacey and
were directed by David
Fincher, who’s one of the
show’s executive
producers.
USE CASE 2

26. Churn represents the percentage of lost customers in a given time range
Customer churn is a major threat to every streaming company.
Companies lose $1.6 trillion per yearto churn
1
USE CASE 3

27. A.I. Is moving Price to Value
Price
Value Based
Pricing
1. Dynamic Pricing
2. Yield Segmentation
3. Predictive &
Prescriptive buying
Paterns

28. Uber Surge Pricing -“One of the strongest predictors of whether or
not you are going to be sensitive to surge is how much battery you
have left on your cell phone,”Keith Chen, Uber’s head of economic
research said.

29. A.I. Is moving Place to Access to generate
a unique experience.
Place
Access x
(Learn + Apply)
= Experience
1.Last Mile
2.Ux Optimisation
3.Usage Suggestion
4.Machine / Human Collab

30. Kia had more
than 800
websites
where a
customer can
ask about
buying a car

31. A.I. Is moving Promotion to Engagement,
Entertainment, Education
Promotion
Engage, Entertain,
Educate = Unique
Relationship
1.Content Production
2.Dynamic Creation
3.Insights Automation
4.Micro-Targeting
5.Channel Selection

32. In the life of…A Static Vinyl Poster in the
Meeting Room
FROM TO AND
In the voice of…
32
AI gives enables us to bring audiences to life

33. 33
GEN AI PERSONA DEVELOPMENT
TUTORIAL on Ci – LINK https://havasci.com/document/gen-ai-persona-tutorial

34. © Havas 2023
34

35. © Havas 202335
Sophie, the Savvy Investor:
•Family: Sophie is married to Mark, a fellow finance enthusiast. They have a curious 8-year-old daughter named Lily who loves asking questions about stocks.
•Hobbies: Sophie enjoys reading financial thrillers during her downtime. She’s also an amateur photographer and captures cityscapes during her travels.
•Studies: Sophie holds a master’s degree in finance from the University of Brussels.
•Place of Residence: Sophie lives in a cozy apartment in the heart of Brussels, overlooking the historic Grand Place.
•Holidays: Sophie and her family explore European cities during holidays. Their favorite destination is Zurich, where they enjoy both the financial district and the serene Lake Zurich.
•Music: Sophie’s playlist includes instrumental jazz—perfect for analyzing stock charts
1.Sophie, the Savvy Investor:
1.Background: Sophie is a 35-year-old financial analyst who loves staying
informed about market trends. She follows financial news, reads
investment blogs, and watches stock market updates.
2.Media Consumption: Sophie spends her mornings reading financial
newspapers and evenings watching CNBC. She appreciates an app that
provides real-time market data, stock news, and expert opinions.
3.Trading Features: Sophie actively trades stocks and ETFs. She wants
advanced charting tools, customizable watchlists, and notifications for
price movements.
4.Preferred Features:
1.Market Insights: Daily market summaries, sector-wise
performance, and earnings reports.
2.Media Integration: In-app access to financial news, podcasts, and
video updates.
3.Advanced Trading: Limit orders, stop-loss, and after-hours
trading.

36. Please Transform – the profile in a text starting with “Hello, I’m Sophie … “
© Havas 202336
Hello, I’m Sophie, a 35-year-old financial analyst living in a cozy apartment
overlooking the historic Grand Place in Brussels. My mornings are filled with
reading financial newspapers, and evenings find me watching CNBC for real-
time market updates. When I’m not analyzing stocks, I’m an amateur
photographer capturing cityscapes during our European travels. My
daughter, Lily, keeps me on my toes with her curious questions about
investments. Jazz tunes accompany my stock chart analysis—perfect for
navigating the market’s rhythm

37. 37
Bringing into a customer journey

38. Stay in the driver seat
manage the KPI’s
&
use technology
to enhance human interaction

39. Behind every campaign there
must be a powerful insight

40. Small Shops in India according Chat GPT

41. Cadbury (Mondelez):Amplifying Scale
and Personalization Through AI

46. A.I. Men – The
Young Pope:
The Papal Artificial
Intelligence

47. Be An AI Augmented
Marketeer
Practices (Again & Again)

49. "Instead of using
technology to
automate
processes, think
about using
technology to
enhance human
interaction."
— Tony Zambito

50. [email protected]
@huguesrey
+ 32 496 26 06 88
www.huguesrey.com
THANK YOU
FOR
YOUR ATTENTION !