Marketing To The Machines: Why Algorithms Are Our Destiny

We look at how algorithms will shape the future of absolutely everything in our lives – and what this means for marketers.

1. #VividIdeas• @eskimon& @suzsha•1
MARKETING TO
THE MACHINES
WHY ALGORITHMS WILL DEFINE THE FUTURE OF ABSOLUTELY EVERYTHING
SUZIE SHAW & SIMON KEMP • we are social•VIVID IDEAS•SYDNEY, 30 MAY 2017

2. #VividIdeas• @eskimon& @suzsha•2
SIMON KEMP
@eskimon
SUZIE SHAW
@suzsha

3. #VividIdeas• @eskimon& @suzsha•3

4. #VividIdeas• @eskimon& @suzsha•4
IN THIS PRESENTATION…
1.KITTENS
2.SEX
3.MARKETING
4.THE END OF THE WORLD?
5.A GLIMMER OF HOPE

5. #VividIdeas• @eskimon& @suzsha•5
THANKS TO CONTAGIOUSFOR ALLOWING US
TO USE THEIR CONTENT IN THIS PRESENTATION

6. #VividIdeas• @eskimon& @suzsha•6
CONTEXT

7. 7
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
BILLIONBILLIONBILLIONBILLIONBILLION
URBANISATION:PENETRATION:PENETRATION:PENETRATION:PENETRATION:
SOURCES:POPULATION:UNITED NATIONS; U.S. CENSUS BUREAU;INTERNET:INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK;
NATIONAL REGULATORY AUTHORITIES;SOCIAL MEDIA AND MOBILE SOCIAL MEDIA:FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI
AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNSDATA;MOBILE:GSMAINTELLIGENCE; EXTRAPOLATION OF EMARKETERAND ERICSSON DATA.
GLOBAL DIGITAL SNAPSHOTMAY
2017THE LATEST NUMBERS FOR INTERNET, SOCIAL MEDIA, AND MOBILE USAGE AROUND THE WORLD
7.5033.8112.9094.9712.700
54%51%39%66%36%

8. #VividIdeas• @eskimon& @suzsha•8
HALF THE WORLDIS ALREADY ONLINE, AND
1 MILLIONNEW USERS CONNECT EVERY DAY

9. #VividIdeas• @eskimon& @suzsha•9
CONNECTED TECH IS ALREADY A CENTRAL
PARTOF MOST OF OUR DAILY LIVES, TOO

10. #VividIdeas• @eskimon& @suzsha•10
TOP APP CATEGORIES AROUND THE WORLD
COMMSCONTENTGAMESTRAVELSHOPPING
FOODFITNESSHEALTHDATINGFINANCES

11. #VividIdeas• @eskimon& @suzsha•11
ALMOST ALL OF THIS CONNECTED TECH IS
POWERED BY SOME SORT OF ALGORITHM

12. #VividIdeas• @eskimon& @suzsha•12
AS OUR DIGITAL DEPENDENCE INCREASES,
SO ALGORITHMS’ INFLUENCEINCREASES

13. #VividIdeas• @eskimon& @suzsha•13
ALGORITHMS ALREADY SHAPE THE MOST
CRITICAL ASPECTSOF OUR DAILY LIVES…

14. #VividIdeas• @eskimon& @suzsha•14

15. #VividIdeas• @eskimon& @suzsha•15
IT SEEMS FLIPPANT, BUT BUZZFEEDIS A GREAT
EXAMPLE OF THE UBIQUITYOF ALGORITHMS

16. #VividIdeas• @eskimon& @suzsha•16
BUZZFEED’SENTIRE MODEL IS BUILT ON
ALGORITHMSAND MACHINE LEARNING

17. #VividIdeas• @eskimon& @suzsha•17
BuzzFeedis powered by an algorithmthat
monitors the behaviourof hundreds of millions
of visitors across various partner sites. When
the algorithm identifies a piece of content that
is attracting disproportionate traffic via social
sharing–i.e. ‘viral’ content –the algorithm moves
that content to the heart of BuzzFeed’shomepage.
“
Redacted from posts on BuzzFeed’sown blog

18. #VividIdeas• @eskimon& @suzsha•18
BUZZFEED’SALGORITHM NOW ACCURATELY
PREDICTSWHAT CONTENT PEOPLE WILL SHARE

19. #VividIdeas• @eskimon& @suzsha•19
AS A RESULT, ALGORITHMS INFORM& INSPIRE
ALL THE CONTENT THAT BUZZFEEDPUBLISHES

20. #VividIdeas• @eskimon& @suzsha•20
BUT THE INFLUENCE OF ALGORITHMS ON DAILY
LIFEEXTENDS WELL BEYOND CURATED KITTENS

21. #VividIdeas• @eskimon& @suzsha•21
ALGORITHMS ALREADY INFLUENCE:
ALGORITHMS IN SOCIAL
MEDIA SELECT WHOSE
POSTS WE SEE, SHAPING
OUR RELATIONSHIPS
SUGGESTION ENGINES
(‘PEOPLE ALSO BOUGHT’)
SHAPE AWARENESS AND
INFLUENCE PURCHASES
WHO WE
TALK TO
WHAT
WE BUY
THE ROUTES SELECTED BY
DIGITAL MAPS DETERMINE
THE NEIGHBOURHOODS WE
VISIT AND BUY PROPERTY IN
WHERE
WE GO
STOCK TRADING SYSTEMS
DETERMINE SHARE PRICES,
IMPACTING OUR SAVINGS
AND OUR SALARIES
HOW MUCH
WE EARN
ALGORITHMS IN DATING
APPS PLAY A KEY ROLE IN
DETERMINING WHO WE
MEET, DATE, AND MARRY
WHO WE
MARRY

22. #VividIdeas• @eskimon& @suzsha•22
Algorithms are already
influencing the entire future
gene poolof humanity.

23. #VividIdeas• @eskimon& @suzsha•23
IRONICALLY, INSTEAD OF KILLING US OFF,
THE ROBOTS ARE HELPING US PROPAGATE

24. #VividIdeas• @eskimon& @suzsha•24
BUT WHAT EXACTLY ARETHESE ‘ALGORITHMS’
THAT ARE DEFINING THE FUTURE OF HUMANITY?

25. #VividIdeas• @eskimon& @suzsha•25
An algorithm is a finite set
of unambiguous instructions,
performed in a prescribed
sequence, to achieve a goal.“
The American Heritage Science Dictionary

26. #VividIdeas• @eskimon& @suzsha•26
ALGORITHMS SIT SOMEWHERE BETWEEN
MATHS FORMULAEAND COMPUTER PROGRAMS

27. #VividIdeas• @eskimon& @suzsha•27
FOR MOST PEOPLE, EITHER OF THOSE THINGS
IS ENOUGH TO GIVE US THE HEEBIEJEEBIES!

28. #VividIdeas• @eskimon& @suzsha•28
SO WHY ARE WE ALLOWINGALGORITHMS TO
CONTROL SO MANY ASPECTS OF OUR LIVES?

29. #VividIdeas• @eskimon& @suzsha•29
FITTINGLY, THE ANSWERMAY LIE IN
ONE OF THOSE MATHS FORMULAE…

30. #VividIdeas• @eskimon& @suzsha•30
SCIENTISTS HAVE ACTUALLY CRACKED THE
FORMULAFOR ETERNAL HUMAN HAPPINESS

31. #VividIdeas• @eskimon& @suzsha•31
READY?

32. #VividIdeas• @eskimon& @suzsha•32
Happiness(t) =w0+w1∑!t–jCRj+w2
j=1
t
∑
j=1
t
!t–jEVj+w3∑
j=1
t
!t–jRPEj

33. #VividIdeas• @eskimon& @suzsha•33
ESSENTIAL
CONCLUSION

34. #VividIdeas• @eskimon& @suzsha•34
HAPPINESS IS SO INSANELY COMPLEXTHAT WE
MIGHT AS WELL ABDICATE IT TO ALGORITHMS

35. #VividIdeas• @eskimon& @suzsha•35
BUT SERIOUSLY…

36. #VividIdeas• @eskimon& @suzsha•36
HOW ALGORITHMS ADD VALUE TO OUR LIVES
WE CAN’T EVALUATE
SO MANY OPTIONS;
ALGORITHMS HELP TO
FOCUS OUR OPTIONS
WE STRUGGLE TO MAKE
INFORMED CHOICES
ABOUT COMPLEX OR
CONFUSING SUBJECTS
TOO MANY
CHOICES
LACK OF
CONFIDENCE
WE WANT TO
‘DELEGATE’ LOWER-
VALUE AND LOWER-
INTEREST TASKS
IMPROVED
EFFICIENCY
WE WANT MORE OF
THE THINGS WE LIKE;
ALGORITHMS HELP
US TO FIND THEM
SEARCH FOR
INSPIRATION

37. #VividIdeas• @eskimon& @suzsha•37
HOWEVER, THIS RELIANCE ON ALGORITHMS
ISN’T JUST SHAPING SPECIFIC ACTIVITIES

38. #VividIdeas• @eskimon& @suzsha•38
IT’S ALSO GOING TO CHANGE THE
WAY THAT OUR BRAINS WORK

39. #VividIdeas• @eskimon& @suzsha•39
UBIQUITOUS ACCESS TO THE INTERNET HAS
ALREADY CHANGED HOW WE FORM MEMORIES

40. #VividIdeas• @eskimon& @suzsha•40
Studies show that when we’re faced with
difficult questions, our first reaction is to reach
for our connected devices. What’s more, when
we expect to have future access to information,
we have lower rates of recall of the information
itself, but enhanced recall for where to find it.
“
Redacted from Sparrow, Liu & Wegner (2011), “Google’s Effect on Memory…”

41. #VividIdeas• @eskimon& @suzsha•41
ALGORITHMS WILL LIKELY HAVE A SIMILAR
IMPACT ON THE WAY WE MAKE DECISIONS

42. #VividIdeas• @eskimon& @suzsha•42
THE EVOLUTION OF DECISION INFLUENCES
FOR THE MAJORITY OF HUMAN
EXISTENCE, THE PEOPLE WE KNEW
AND INTERACTED WITH HAD THE
GREATEST INFLUENCE ON CHOICE
FOR THE PAST 150 YEARS, MASS-
MEDIA JOURNALISM & ADVERTISING
TOOK OVER AS THE GREATEST
INFLUENCE ON PEOPLE’S CHOICES
SOCIAL
CIRCLES
MEDIA
COVERAGE
VERY SOON, THE DATA COLLECTED,
PROCESSED AND SHARED BY OUR
DEVICES WILL BECOME THE MAIN
FACTOR IN OUR DECISION-MAKING
TECHNICAL
PROCESSES

43. #VividIdeas• @eskimon& @suzsha•43
OUR INCREASING RELIANCE ON ALGORITHMS
HAS MASSIVE IMPLICATIONSFOR MARKETING

44. #VividIdeas• @eskimon& @suzsha•44
“MASSIVE”?

45. #VividIdeas• @eskimon& @suzsha•45
FUTURE BUSINESS SUCCESS WILL DEPEND ON
HOW WELL WE CAN INFLUENCE ALGORITHMS

46. #VividIdeas• @eskimon& @suzsha•46
MARKETING
TO THE
MACHINES

47. #VividIdeas• @eskimon& @suzsha•47
THIS HAS ALREADY STARTED, BUT IT’S ABOUT
TO TAKE OFFIN A MUCH BIGGER WAY

48. #VividIdeas• @eskimon& @suzsha•48
VOICE-POWERED DEVICESWILL ACCELERATE
THE TRANSITION TO ALGORITHMIC MARKETING

49. #VividIdeas• @eskimon& @suzsha•49
WHY?

50. #VividIdeas• @eskimon& @suzsha•50
THINK ABOUT HOW YOU TALK TO FRIENDS AND
FAMILY ABOUT THE GROCERIESYOU NEED…

51. #VividIdeas• @eskimon& @suzsha•51
YOU’RE MORE LIKELY TO TALK ABOUT ‘BEER,
CHIPS& ICE CREAM’ THAN SPECIFIC BRANDS

52. #VividIdeas• @eskimon& @suzsha•52
MOST PEOPLE THINK –AND SHOP –IN TERMS
OF NEEDS AND CATEGORIES, NOT BRANDS

53. #VividIdeas• @eskimon& @suzsha•53
THAT’S MOST LIKELY HOW THEY’LL ORDER ON
VOICE-CONTROLLEDSHOPPING DEVICES, TOO

54. #VividIdeas• @eskimon& @suzsha•54
!

55. #VividIdeas• @eskimon& @suzsha•55
WHO WILL DECIDE ON THE BRANDWHEN THE
SHOPPER DOESN’T SPECIFY ONE DIRECTLY?

56. #VividIdeas• @eskimon& @suzsha•56
THE VOICE CHALLENGE: CHOOSING BRANDS
THE DEVICE’S SHOPPING
‘ASSISTANT’ WILL ASK US
TO SPECIFY WHICH
BRAND WE WANT TO BUY
THE PLATFORM WILL
DEFAULT TO THE BRAND
WE USUALLY BUY / LAST
BOUGHT IN THE CATEGORY
THE DEVICE
WILL ASK US
RECURRING
CHOICES
THE PLATFORM WILL
SELECT A BRAND BASED
ON WHAT OUR SOCIAL
CONNECTIONS BUY
SOCIAL
ENGINES
THE PLATFORM WILL
CHOOSE A BRAND FOR
US, BASED ON A VARIETY
OF ALGORITHMIC INPUTS
THE PLATFORM
DECIDES
?

57. #VividIdeas• @eskimon& @suzsha•57
THE ALGORITHMS CAN DECIDE FOR US
THE DEVICE’S SHOPPING
‘ASSISTANT’ WILL ASK US
TO SPECIFY WHICH
BRAND WE WANT TO BUY
THE PLATFORM WILL
DEFAULT TO THE BRAND
WE USUALLY BUY / LAST
BOUGHT IN THE CATEGORY
THE DEVICE
WILL ASK US
RECURRING
CHOICES
THE PLATFORM WILL
SELECT A BRAND BASED
ON WHAT OUR SOCIAL
CONNECTIONS BUY
SOCIAL
ENGINES
THE PLATFORM WILL
CHOOSE A BRAND FOR
US, BASED ON A VARIETY
OF ALGORITHMIC INPUTS
THE PLATFORM
DECIDES
?

58. #VividIdeas• @eskimon& @suzsha•58
BUT WHAT MIGHT THAT ‘VARIETY OF
ALGORITHMIC INPUTS’ INCLUDE?

59. #VividIdeas• @eskimon& @suzsha•59
The best–and worst–thing about
Google Home is that it plugs into
the Google brain, and everything
that company knows about me. “
Tim Bradshaw, Financial Times, as cited in Contagious

60. #VividIdeas• @eskimon& @suzsha•60
‘EVERYTHING’

61. #VividIdeas• @eskimon& @suzsha•61
GOOGLE REALLY DOES KNOW EVERYTHING
SEARCHGMAILCALENDARYOUTUBEDOCS
AD NETWORKSCHROMEMAPSHOME & NESTANDROID

62. #VividIdeas• @eskimon& @suzsha•62
LET’S PUT THIS INTO CONTEXT…

63. #VividIdeas• @eskimon& @suzsha•63
“THE FOUR HORSEMEN”
EVERYTHING WE BUY,
WHAT WE’LL LIKELY BUY
NEXT, AND THE CONTENT
WE WATCH & LISTEN TO
EVERYTHING WE ‘LIKE’,
WHETHER THAT’S ON
FACEBOOK, OR ANY WEB
SITE WITH A LIKE BUTTON
AMAZONFACEBOOK
ANYTHING THAT APPLE
USERS DO THAT NEEDS
COMPUTING OR AN
INTERNET CONNECTION
APPLE
EVERYTHING THAT WE
DO, PRETTY MUCH
ANYWHERE… AND
PROBABLY MORE TOO
GOOGLE

64. #VividIdeas• @eskimon& @suzsha•64
AMAZON ALREADY HAS ENOUGH DATA TO
KNOW WHAT I’LL BUY, BEFOREI KNOW MYSELF

65. #VividIdeas• @eskimon& @suzsha•65
BUT AMAZON’S DATA IS STILL PRIMARILY
ROOTED IN COMMERCEAND CONTENT

66. #VividIdeas• @eskimon& @suzsha•66
FACEBOOK TAKES THINGS A SIGNIFICANT STEP
FURTHER BY FOLLOWING US ACROSS THE WEB

67. #VividIdeas• @eskimon& @suzsha•67
UBIQUITOUS ‘LIKE’ BUTTONS GIVE FACEBOOK
EXCEPTIONALLY RICH INSIGHTSINTO OUR LIVES

68. #VividIdeas• @eskimon& @suzsha•68
By analysing just 68 of our Facebook ‘likes’,
researchers can predict our skin colour, sexual
orientation, religious affiliation, political leaning,
intelligence, and even our alcohol, cigarette, and
drug use to a high degree of accuracy. 70 ‘likes’
are enough to outdowhat our friends know, 150
what our parents know, and 300 ‘likes’ what our
partner knows. More than that, and they start to
know us better than we think we know ourselves.
“
Redacted from “How Our Likes Helped Trump
Win”, Grassegger& Krogerus, Motherboard

69. #VividIdeas• @eskimon& @suzsha•69
BUT IF FACEBOOK ONLY NEEDS A FEW ‘LIKES’TO
KNOW US AS WELL AS WE KNOW OURSELVES…

70. #VividIdeas• @eskimon& @suzsha•70
GOOGLE’S REACH GOES FAR BEYOND ‘LIKES’
SEARCHGMAILCALENDARYOUTUBEDOCS
AD NETWORKSCHROMEMAPSHOME & NESTANDROID

71. #VividIdeas• @eskimon& @suzsha•71
EVEN IF WE FOCUS SOLELY ON ITS ANDROID
PLATFORM, GOOGLE KNOWS FAR, FAR MORE

72. #VividIdeas• @eskimon& @suzsha•72
GOOGLE KNOWS MORE THAN SANTA CLAUS
ALL THE CONTENT WE
CONSUME, AND WHAT
WE WRITE ABOUT IT IN
DOCS, EMAILS, ETC.
LOCATION SERVICES &
MAPS LOCATE AND
TRACK US TO WITHIN
JUST A FEW METRES
EVERYTHING
WE KNOW
EVERYWHERE
WE GO
LOCATION TRACKING ON
EVERYONE’S DEVICES
MEANS GOOGLE KNOWS
WHO WE’RE WITH TOO
EVERYONE
WE MEET
ACCELEROMETERS AND
HEARTRATE MONITORS
TRACK OUR HEALTH
AND EMOTIONAL STATE
OUR HEALTH
& VITALITY
BY ANALYSING OUR
CALENDAR EVENTS,
GOOGLE CAN EVEN
PREDICT OUR FUTURE
WHAT WE’LL
DO NEXT

73. #VividIdeas• @eskimon& @suzsha•73
Even when you’re not usingyour
phone, its motion sensor captures
how quickly you move and how far
you travel –data which can reveal
insights into your emotional state.“
Adapted from “How Our Likes Helped Trump
Win”, Grassegger& Krogerus, Motherboard

74. #VividIdeas• @eskimon& @suzsha•74"

75. #VividIdeas• @eskimon& @suzsha•75
ANDROID CURRENTLY POWERS MORE THAN
3 BILLIONSMARTPHONES AROUND THE WORLD
• SOURCES: EXTRAPOLATED FROM GSMAINTELLIGENCE, ERICSSON MOBILITY REPORT, AND STATCOUNTERDATA

76. #VividIdeas• @eskimon& @suzsha•76
GOOGLE KNOWS EVERYTHING
ABOUT EVERYBODY, EVERYWHERE...

77. #VividIdeas• @eskimon& @suzsha•77
HOWEVER, EVEN GOOGLE’S EXPERTS HAVE
STRUGGLED TO MAKE SENSEOF ALL THIS DATA

78. #VividIdeas• @eskimon& @suzsha•78
#FIRSTWORLDPROBLEMS

79. #VividIdeas• @eskimon& @suzsha•79
GOOGLE’S ANSWER –OBVIOUSLY –IS TO USE
ALGORITHMSTO ADDRESS THEIR CHALLENGE

80. #VividIdeas• @eskimon& @suzsha•80
THIS IS WHERE ARTIFICIAL INTELLIGENCE
AND MACHINE LEARNINGCOME INTO FRAME

81. #VividIdeas• @eskimon& @suzsha•81
Artificially intelligent systems
are agents that can receive
perceptsfrom the environment
and takesubsequent actions
that affectthat environment.
“
Adapted from Russell & Norvig(1995),
“Artificial Intelligence: A Modern Approach”

82. #VividIdeas• @eskimon& @suzsha•82
TYPES OF MACHINE ‘INTELLIGENCE’
SYSTEMS THAT AMPLIFY THE
VALUE OF EXISTING RULE-BASED,
REPEATABLE ACTIVITIES (E.G.
GMAIL’S AUTO-FILTERING SYSTEM)
SELF-REFINING SYSTEMS THAT
ADD NEW CAPABILITY TO HUMAN
ACTIVITY (E.G. NETFLIX’S
RECOMMENDATION ENGINE)
ASSISTED
INTELLIGENCE
AUGMENTED
INTELLIGENCE
SYSTEMS THAT MAKE DECISIONS
WITHOUT DIRECT HUMAN
INVOLVEMENT OR OVERSIGHT
(E.G. STOCK TRADING ALGOS)
AUTONOMOUS
INTELLIGENCE

83. #VividIdeas• @eskimon& @suzsha•83
GOOGLE IS USING THESE TECHNOLOGIESTO
ADDRESS OUR MOST EXISTENTIAL CRISES…

84. #VividIdeas• @eskimon& @suzsha•84

85. #VividIdeas• @eskimon& @suzsha•85
BUT, AS WITH BUZZFEED’SKITTENS, THIS A.I.
APPLICATION IS NOT AS FLIPPANTAS IT SEEMS

86. #VividIdeas• @eskimon& @suzsha•86
If a computer defeats a human
Go champion, it will be a sign
that artificial intelligence is
truly beginning to become
as good as the real thing.
Piet Hut (astrophysicist), Institute for Advanced Study, 1997
“

87. #VividIdeas• @eskimon& @suzsha•87
BUT WHY ‘GO’?

88. #VividIdeas• @eskimon& @suzsha•88
2.082 x10170

89. #VividIdeas• @eskimon& @suzsha•89
2.082 x10170
(MORE THAN DOUBLETHE NUMBER OF ATOMS IN THE UNIVERSE)

90. #VividIdeas• @eskimon& @suzsha•90
It may be 100 yearsbefore
a computer beats humans
at Go –maybe even longer.
Piet Hut (astrophysicist), New Jersey Institute for Advanced Study, 1997“

91. #VividIdeas• @eskimon& @suzsha•91
( AHEM )

92. #VividIdeas• @eskimon& @suzsha•92

93. #VividIdeas• @eskimon& @suzsha•93
HOW?!

94. #VividIdeas• @eskimon& @suzsha•94
[Google’s team] programmed
AlphaGoto be able to teach
itself, and not just carry out a
set of fixed moves or activities.
Adapted from Jon Russel, TechCrunch
“

95. #VividIdeas• @eskimon& @suzsha•95
THE ALPHAGOALGORITHM REPLICATEDITSELF
MILLIONS OF TIMES IN ORDER TO LEARN FASTER

96. #VividIdeas• @eskimon& @suzsha•96
ALGORITHMS CAN NOW WRITE THEIR OWN
ALGORITHMS WITHOUT HUMAN INTERVENTION

97. #VividIdeas• @eskimon& @suzsha•97
WHAT’S MORE, THESE ALGORITHMS AREN’T
JUST OUTPERFORMING US AT BOARD GAMES

98. #VividIdeas• @eskimon& @suzsha•98

99. #VividIdeas• @eskimon& @suzsha•99
There isn’t a human alive today
who knows how to program a driverless
car; these systems are all being built
using machine learning algorithms.“
Patrick Jeffrey, Head of Trends, Contagious

100. #VividIdeas• @eskimon& @suzsha•100
REASSURINGLY, WE REALLY ARE USING A.I. TO
SOLVE HUMANITY’SMOST SERIOUS PROBLEMS

101. #VividIdeas• @eskimon& @suzsha•101
[IBM] Watson’s successful
diagnosis rate for lung cancer is
90%, compared to a success rate
of just 50% in human doctors.
Ian Steadman, Wired, as cited in Contagious
“

102. #VividIdeas• @eskimon& @suzsha•102
VERY SOON, WE’LL RELY ON A.I. FOR ALL OF
THE MOST CRITICAL THINGS IN OUR LIVES

103. #VividIdeas• @eskimon& @suzsha•103
YOU’RE NOT ALONE IF THAT WORRIES YOU;
MANY PEOPLE ARE FEARFULOF A.I.’SPROGRESS

104. #VividIdeas• @eskimon& @suzsha•104
EVEN THE WORLD’S BEST MINDS ARE WARNING
THAT A.I. MAY TRIGGER HUMANITY’S DOWNFALL

105. #VividIdeas• @eskimon& @suzsha•105

106. #VividIdeas• @eskimon& @suzsha•106
Artificial intelligence is our
greatest existential threat.“
Elon Musk

107. #VividIdeas• @eskimon& @suzsha•107

108. #VividIdeas• @eskimon& @suzsha•108
Success in creating A.I. would
be the biggest event in human
history. Unfortunately, it might
also be the last, unless we learn
how to avoid the associated risks.
Stephen Hawking
“

109. #VividIdeas• @eskimon& @suzsha•109
BUT WE MUST BE CAREFUL NOT TO CONFLATE
A.I. WITH HUMAN BIOLOGICAL IMPERATIVES

110. #VividIdeas• @eskimon& @suzsha•110
ALGORITHMS DO NOTCOMPETE FOR THE
SAME RESOURCES OR MATES AS HUMANS

111. #VividIdeas• @eskimon& @suzsha•111
MORE IMPORTANTLY, WHILST EARTHIS IDEAL
FOR HUMANS, IT’S NOT IDEALFOR A.I. SYSTEMS

112. #VividIdeas• @eskimon& @suzsha•112
A.I.’S‘HIERARCHY OF NEEDS’
A.I. MACHINES WILL SOON
WORK OUT HOW TO POWER
THEMSELVES ENTIRELY USING
SOLAR (OR ANY STAR’S) ENERGY
IN ORDER TO REPLICATE,
MACHINES WILL NEED ACCESS
TO ELEMENTS THAT ARE MORE
EASILY FOUND IN SPACE
POWERPARTS
HUMANS POSE THE GREATEST
THREAT TO A.I. MACHINES’
SUCCESS, BUT IT’LL BE EASY
TO LEAVE US ALL BEHIND
PEACE

113. #VividIdeas• @eskimon& @suzsha•113
RATHER THAN KILL US, A.I. WILL MORE LIKELY
ABANDON USLIKE A RECALCITRANT TEENAGER

114. #VividIdeas• @eskimon& @suzsha•114
THE REAL A.I. THREAT TO HUMANITY COMES
FROM HUMANITY MISUSINGAND ABUSINGA.I.

115. #VividIdeas• @eskimon& @suzsha•115
THE ‘WEAPONISATION’ OF A.I.
IS OF PARTICULAR CONCERN

116. #VividIdeas• @eskimon& @suzsha•116
A.I. warfare is inevitable.
U.S. Department of Defence report“

117. #VividIdeas• @eskimon& @suzsha•117
SO, HOW CAN WE MITIGATETHIS
TRULY TERRIFYING PROSPECT?

118. #VividIdeas• @eskimon& @suzsha•118
THE ANSWER MAY LIE IN SOMETHING MOST OF
US WOULD NEVER ASSOCIATEWITH MACHINES

119. #VividIdeas• @eskimon& @suzsha•119
EMPATHY

120. #VividIdeas• @eskimon& @suzsha•120
PEOPLE OFTEN THINK OF EMPATHY AS A
UNIQUELY HUMANTRAIT, DEFINED BY EMOTION

121. #VividIdeas• @eskimon& @suzsha•121
OUR BLEAKEST VISIONS OF THE FUTURE OFTEN
FOCUS ON MACHINES THAT LACK EMPATHY

122. #VividIdeas• @eskimon& @suzsha•122

123. #VividIdeas• @eskimon& @suzsha•123
HOWEVER, EMPATHY IS MORETHAN JUST AN
INNATE EMOTION OR BIOLOGICAL RESPONSE

124. #VividIdeas• @eskimon& @suzsha•124
The ability to feeland understand
what another person is feeling,
and to interactwith that person
in a manner that is appropriateto
theirmental and emotional state.
“

125. #VividIdeas• @eskimon& @suzsha•125
CRUCIALLY, A LARGE PART OF EMPATHY IS
LEARNED–SO IT CAN ALSO BE ENCODED

126. #VividIdeas• @eskimon& @suzsha•126
ARTIFICIAL
EMPATHY

127. #VividIdeas• @eskimon& @suzsha•127
‘A.E.’ ISN’T JUST HYPOTHETICAL, EITHER; A
NUMBER OF PROTOTYPESALREADY EXIST

128. #VividIdeas• @eskimon& @suzsha•128

129. #VividIdeas• @eskimon& @suzsha•129
BUT THE ‘VALUE’ OF A.E. WILL DEPEND ON HOW,
AND HOW WELL, EMPATHY HAS BEEN ENCODED

130. #VividIdeas• @eskimon& @suzsha•130
THE CHALLENGE WITH EMPATHY IS THAT IT IS
INDIVIDUALLY AND CULTURALLY SUBJECTIVE

131. #VividIdeas• @eskimon& @suzsha•131
THE SUBJECTIVE BIASES OF HUMAN CODERS
WILL LIKELY END UP SHAPINGA.E. SYSTEMS

132. #VividIdeas• @eskimon& @suzsha•132
BUT, JUST AS A.I. IS ALREADY WRITING NEW
A.I., THESE SYSTEMS WILL WRITE NEW A.E.TOO

133. #VividIdeas• @eskimon& @suzsha•133
BUT WILL A.E. SYSTEMS BUILT BY A.I. SYSTEMS
EMPATHISE WITH HUMANSIN THE LONG-TERM?

134. #VividIdeas• @eskimon& @suzsha•134#

135. #VividIdeas• @eskimon& @suzsha•135
AS WITH ARTIFICIAL INTELLIGENCE, THERE WILL
BE DIFFERENT LEVELSOF ARTIFICIAL EMPATHY

136. #VividIdeas• @eskimon& @suzsha•136
LEVELS OF ARTIFICIAL INTELLIGENCE
SYSTEMS THAT CAN DETECT THE
EMOTIONS EXHIBITED BY A HUMAN
INTERACTOR, AND SUGGEST
OPTIONS BASED ON PRE-CODING
SYSTEMS THAT CAN PREDICT
HOW A CERTAIN INTERACTION
MAY ESCALATE, BASED ON
CURRENT EMOTION & BEHAVIOUR
ASSISTED
EMPATHY
AUGMENTED
EMPATHY
SYSTEMS THAT CAN INDEPENDENTLY
IDENTIFY & FORECAST EMOTIONAL
CONTEXTS, AND ADJUST THEIR
ACTIONS AS APPROPRIATE
AUTONOMOUS
EMPATHY

137. #VividIdeas• @eskimon& @suzsha•137
IT WILL LIKELY BE A FEW YEARS BEFORE ANY
OF THESE SYSTEMS BECOMES WIDESPREAD

138. #VividIdeas• @eskimon& @suzsha•138
HOWEVER

139. #VividIdeas• @eskimon& @suzsha•139
AS WE SAW EARLIER, OUR SMARTPHONES
CAN ALREADY INFER OUR EMOTIONAL STATE

140. #VividIdeas• @eskimon& @suzsha•140
SO, IT MIGHT NOT TAKE AS LONG AS WE THINK
BEFORE A.E. INTERFACES ARE EVERYWHERE

141. #VividIdeas• @eskimon& @suzsha•141
$Seems like you
had a crazy day!
You totally deserve
an ice-cold beer.

142. #VividIdeas• @eskimon& @suzsha•142
BUT THE REAL SIGNIFICANCEOF A.E. ISN’T
ABOUT DEVICE-TO-HUMAN INTERACTIONS

143. #VividIdeas• @eskimon& @suzsha•143
THE BIG QUESTION IS, HOW WILL EMPATHETIC
A.I. SYSTEMS INTERACT WITH EACH OTHER?

144. #VividIdeas• @eskimon& @suzsha•144
A.I. warfare is inevitable.
U.S. Department of Defence report“

145. #VividIdeas• @eskimon& @suzsha•145

146. #VividIdeas• @eskimon& @suzsha•146
A strange game. The
only winning move
is not to play at all.
Joshua, the A.I. system in the movie, WarGames.“

147. #VividIdeas• @eskimon& @suzsha•147
INTERACTING A.E. SYSTEMS SHOULD QUICKLY
CONCLUDE THAT ALL WARFARE IS POINTLESS

148. #VividIdeas• @eskimon& @suzsha•148
SO, WHILE A.E. CRACKS WORLD PEACE, WE
CAN RETURN TO MORE FUNDAMENTAL ISSUES

149. #VividIdeas• @eskimon& @suzsha•149
MARKETING

150. #VividIdeas• @eskimon& @suzsha•150
IN ALL SERIOUSNESS THOUGH, ALL OF THIS IS
COMING, SO WE NEED TO START PREPARING

151. #VividIdeas• @eskimon& @suzsha•151
SO, WHAT DO YOUNEED TO KNOW AND DO
TO EFFECTIVELY MARKET TO THE MACHINES?

152. #VividIdeas• @eskimon& @suzsha•152
3 TIPS

153. #VividIdeas• @eskimon& @suzsha•153
#1
UNDERSTAND
WHERE YOU STAND

154. #VividIdeas• @eskimon& @suzsha•154
“THE FOUR HORSEMEN”
EVERYTHING WE BUY,
WHAT WE’LL LIKELY BUY
NEXT, AND SOON,
EVERYTHING WE WATCH
EVERYTHING WE ‘LIKE’,
WHETHER THAT’S ON
FACEBOOK, OR ANY
SITE WITH A LIKE BUTTON
AMAZONFACEBOOK
ANYTHING THAT APPLE
USERS DO THAT NEEDS
COMPUTING AND AN
INTERNET CONNECTION
APPLE
EVERYTHING THAT WE
DO, PRETTY MUCH
ANYWHERE, AND
PROBABLY MORE TOO
GOOGLE

155. #VividIdeas• @eskimon& @suzsha•155
IN ALMOST ALL CASES, BRANDS SHOULD BE
APPROACHING THESE GIANTS AS PARTNERS

156. #VividIdeas• @eskimon& @suzsha•156
THEIR DATA AND INSIGHTS SHOULD HELP US
IMPROVE OUR OFFERINGSAND OUR RESULTS

157. #VividIdeas• @eskimon& @suzsha•157
!

158. #VividIdeas• @eskimon& @suzsha•158
PRIVACY

159. #VividIdeas• @eskimon& @suzsha•159
THE LIKELY SOLUTION WILL BE THE RETURN
OF DATA OWNERSHIP TO INDIVIDUALS

160. #VividIdeas• @eskimon& @suzsha•160
MIT is developing a blockchainthat
lets privacy-conscious individuals
securely store their personal data,
and selectively issue permissionto
other people and to organisationsto
use that data on a case-by-casebasis.
Adapted from Kim Nash, Wall Street Journal
“

161. #VividIdeas• @eskimon& @suzsha•161
FINANCE
HEALTHCARE
GOVERNMENT
EDUCATION
DATING
BRANDS

162. #VividIdeas• @eskimon& @suzsha•162
THIS IS FASCINATING, BUT IT’S A RABBIT HOLE,
SO LET’S PARK THAT TOPIC FOR ANOTHER DAY

163. #VividIdeas• @eskimon& @suzsha•163
#2
UNDERSTAND
YOUR AUDIENCE

164. #VividIdeas• @eskimon& @suzsha•164
MOST MARKETERS WE’VE SPOKEN TO ABOUT
MARKETING TO ALGORITHMS ARE TERRIFIED

165. #VividIdeas• @eskimon& @suzsha•165
BUT ALGORITHMS ARE FAR MORE PREDICTABLE
THAN IRRATIONAL ‘CONSUMER BEHAVIOUR’

166. #VividIdeas• @eskimon& @suzsha•166
IF WE TREAT ALGORITHMS AS JUST ANOTHER
AUDIENCE, WE’RE ALREADY HALFWAY THERE

167. #VividIdeas• @eskimon& @suzsha•167
FUNCTIONAL
EMOTIONAL
TECHNICAL
&
&

168. #VividIdeas• @eskimon& @suzsha•168
GOOD NEWS:YOU DO NOTNEED TO
BECOME AN EXPERT IN ALGORITHMS

169. #VividIdeas• @eskimon& @suzsha•169
…YOU JUST NEED TO BECOME AN EXPERT
IN IDENTIFYINGAND SELECTINGTHE EXPERTS

170. #VividIdeas• @eskimon& @suzsha•170
#3
GET STARTED
TODAY

171. #VividIdeas• @eskimon& @suzsha•171
Machine learning has created
the biggest business opportunity in
history. But this opportunity is only
going to be around for the next 3
to 5 years; the time to act is now.
Professor Pedro Domingos, University Of Washington, as cited in Contagious
“

172. #VividIdeas• @eskimon& @suzsha•172
WHAT?!

173. #VividIdeas• @eskimon& @suzsha•173
ALGORITHMS WRITINGALGORITHMS WRITING
ALGORITHMS WRITINGALGORITHMS WRITING
ALGORITHMS WRITINGALGORITHMS WRITING
ALGORITHMS WRITINGALGORITHMS WRITING
ALGORITHMS WRITINGALGORITHMS WRITING
ALGORITHMS WRITINGALGORITHMS WRITING
ALGORITHMS WRITINGALGORITHMS WRITING
ALGORITHMS WRITINGALGORITHMS WRITING…

174. #VividIdeas• @eskimon& @suzsha•174
1,2,4,8,16,32,64,128,256,512,1024...

175. #VividIdeas• @eskimon& @suzsha•175
UNASSAILABLE
ADVANTAGE

176. #VividIdeas• @eskimon& @suzsha•176
“YOU SNOOZE, YOU LOSE” –DON’T END UP A
VICTIMOF THOSE UNASSAILABLE ADVANTAGES

177. #VividIdeas• @eskimon& @suzsha•177
EXPLORE HOW YOU CAN START MOVING
UP THAT CURVEAS QUICKLY AS POSSIBLE

178. #VividIdeas• @eskimon& @suzsha•178
THAT DOESN’T MEAN YOU MUST CREATE YOUR
OWN ‘BRAND ALGORITHMS’ STRAIGHT AWAY

179. #VividIdeas• @eskimon& @suzsha•179
BUT IT DOES MEAN YOU NEED TO START
DEVELOPING YOUR BRAND’S PLANTODAY

180. #VividIdeas• @eskimon& @suzsha•180
WHAT THAT LOOKS LIKE WILL BE
SPECIFIC TO EACH BUSINESS…

181. #VividIdeas• @eskimon& @suzsha•181
...BUT IF YOU’D LIKE SOME HELP GETTING
STARTED, FEEL FREE TO GET IN TOUCH WITH US:

182. #VividIdeas• @eskimon& @suzsha•182
SIMON KEMP
@eskimon
SUZIE SHAW
@suzsha

183. #VividIdeas• @eskimon& @suzsha•183
SIMON KEMP
@ESKIMON
[email protected]
[phone]
WEARESOCIAL.COM