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Deep Dive on Amazon Rekognition, ft. Tinder & News UK (AIM307-R) - AWS re:Invent 2018

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Join us for a deep dive on the latest features of Amazon Rekognition. Learn how to easily add intelligent image and video analysis to applications in order to automate manual workflows, enhance creativity, and provide more personalized customer experiences. We share best practices for fine-tuning and optimizing Amazon Rekognition for a variety of use cases, including moderating content, creating searchable content libraries, and integrating secondary authentication into existing applications.

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Deep Dive on Amazon Rekognition, ft. Tinder & News UK (AIM307-R) - AWS re:Invent 2018

  1. 1. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon Rekognition in Depth with Tinder and News UK Jon Turow Head of Product Amazon Rekognition A I M 3 0 7 - R Tom Jacques VP of Engineering Tinder Rudi de Sousa Director of Engineering and Architecture News UK
  2. 2. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon Rekognition: Deep Learning-Based Image and Video Analysis
  3. 3. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon Rekognition Features Faces Celebrities Labels Moderation ScenesActivities Paths Text
  4. 4. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon Rekognition Benefits Low cost Your data is your ownServerless Rapid integration State of the art capabilities Continuous improvement
  5. 5. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Media discovery Customer engagement Industrial … and more Safe content Public safety Mapping Amazon Rekognition Customers
  6. 6. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon Rekognition Customers
  7. 7. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Use cases and features
  8. 8. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Media discovery Customer engagement Industrial …and more Safe content Public safety Mapping Amazon Rekognition Customers
  9. 9. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Media discovery Live events Media libraries Social media Influencer marketing
  10. 10. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Who Celebrities What Labels and Activities Where Scenes and Text Tools for media discovery
  11. 11. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Celebrity detection
  12. 12. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Object and scene detection
  13. 13. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. New features: object and scene detection
  14. 14. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Activities and paths
  15. 15. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Text in the wild
  16. 16. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Tinder Tom Jacques, VP of Engineering
  17. 17. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Tinder Tinder’s mission is to make being single more fun and rewarding by introducing our members to new people to connect with in real life
  18. 18. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. 190+ countries 26M+ daily matches 2B+ daily swipes 10B+ daily photo downloads 300M+ downloads Tinder stats Scale
  19. 19. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Challenges ● Who would you like to see? ● Who will match with you? ● Who will chat with you? ● What content should we show? ● How can we best present it? Tinder faces many challenges answering these questions for our members in real time at scale Data is essential – Tinder ingests 40TB+ every day from events that feed into our data intelligence
  20. 20. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. How we do it: Tinder + AWS Tinder operates at a global scale handling billions of requests with hundreds of employees AWS offers reliable, scalable and cost effective infrastructure that can support our operations AWS allows us to leverage productive tooling and services that empowers our teams to focus on solving problems that deliver value It’s a Match
  21. 21. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Photos Engaging content is critical to interacting Photos are a fun natural way to engage The more the better! Writing is really hard – a picture is worth a thousand words How can we reveal the stories they tell?
  22. 22. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Top Picks Discover engaging curated potential matches Available daily to Gold subscribers + purchasable packs More than 4M subscribing members Highlighting unique characteristics via tags creates a richer experience that stands out Compelling tags show a 20% engagement lift
  23. 23. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Understanding Photos Top Picks + Tags = High Engagement Tags ● Text + Structured Data Models ● Easy to leverage ● Lower Coverage How can we use information in photos? ● Scalable ● Accurate ● Privacy + Security
  24. 24. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Picking Rekognition Rekognition allows Tinder to unlock the stories behind our photos Managed computer vision at cloud scale handles billions of images Sophisticated – deep in house expertise builds on powerful features Privacy by design – separate APIs provide control to use only what we want, like object and scene detection Building on Rekognition signals more than doubles tag coverage
  25. 25. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Tagging
  26. 26. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Feature Extraction TaggingFeature Store Attributes _____ _____ __ NLP Tagging
  27. 27. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Top Picks Tagging Recommendations Serving
  28. 28. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Rekognition – high pace of innovation Recent changes provide richer data with ● Enhanced model accuracy ● Hierarchical taxonomy ● Bounding Boxes These provide deeper knowledge of scenery Rekognition now helps power tagging for Top Picks in São Paulo, Brazil We’re excited to incorporate these features and further unlock the power of photos everywhere on Tinder The Future
  29. 29. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Tinder Tom Jacques, VP of Engineering
  30. 30. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Top-level category Second-level category Confidence score Explicit nudity Nudity XX.X% Graphic male nudity XX.X% Graphic female nudity XX.X% Sexual activity XX.X% Partial nudity XX.X% Suggestive Female swimwear or underwear XX.X% Male swimwear or underwear XX.X% Revealing clothes XX.X% Rekognition for Content Moderation
  31. 31. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. “With Amazon Rekognition, we were able to reduce the need for human involvement by 97%, which enabled our employees to focus on more strategic business tasks and lowered our moderation costs by 72%.” Maksim Gutman, Engineering Manager, Coffee Meets Bagel © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  32. 32. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Rudi de Sousa Director of Engineering and Architecture
  33. 33. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Introduction
  34. 34. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. What we set out to achieve • Improve our image workflow • Process 233 years of content • Create new, exciting and innovative products for our readers • Explore cost reduction opportunities
  35. 35. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Partnering with AWS and Rekognition • Partnered with Amazon Proserv to build a proof of concept • Identified Rekognition as possible solution • Supplement existing IPTC metadata with metadata supplied by Rekognition
  36. 36. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. The stack
  37. 37. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Realized benefits • Prioritize and suggest images based on suitability to the content • Significantly richer metadata that enhances could enhance our workflow considerably
  38. 38. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Lessons Learned • There is more work for us to do • You need to apply to clean, well structured data • Get ready for mountains of metadata
  39. 39. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. What next • Fixing areas that the POC helped us identify as needing more work • Continuing to iterate using Rekognition for our workflows • Get ready for mountains of metadata
  40. 40. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Rudi de Sousa Director of Engineering and Architecture
  41. 41. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Customer Engagement – Common Use Cases Customer Analysis Analyze trends, not individuals Recognize Your Customer Verify the identities of customers who opt-in
  42. 42. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Face – Customer Analysis With trends, not individually
  43. 43. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Face – Customer Analysis With trends, not individually
  44. 44. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Face – Customer Analysis With trends, not individually
  45. 45. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Face Detection, Analysis, and Recognition LightingPose Blur and occlusion
  46. 46. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Recognize your customer Verify the identities of customers who opt-in
  47. 47. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. “The ability to properly identify users is a key hindrance in building credit for billions of people in emerging markets. Rekognition consistently provides us with 90% accuracy - better than anything else we tested in the market.” Wale Akanbi, CTO and Co-Founder of Aella Credit © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  48. 48. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. “We developed a ‘Face Ticket’ service using Amazon Rekognition. The attendees who opted-in have enjoyed the convenience and fun experience of using our new ‘Face Ticket’ system, and the concerts we support have much shorter lines.”
  49. 49. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. How to Get Started With Rekognition
  50. 50. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Try Rekognition now with just a few clicks
  51. 51. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Rekognition Reference Architecture
  52. 52. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Rekognition with humans in the loop
  53. 53. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Rekognition for streaming video Streaming video Analyze incoming video Write analysis output Read analysis output Send notification
  54. 54. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Wrapping Up
  55. 55. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon Rekognition: Deep Learning-Based Image and Video Analysis
  56. 56. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Rekognition Benefits Low cost Your data is your ownServerless Rapid integration State of the art capabilities Continuous improvement
  57. 57. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Rekognition Regions US West (Oregon) US East (N. Virginia) EU (Ireland)AWS GovCloud (US) Asia Pacific (Tokyo) Asia Pacific (Sydney) US East (Ohio) Asia Pacific (Mumbai) Asia Pacific (Seoul)
  58. 58. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved. Related Sessions Tuesday, 11/27 CTD306: Any Given Thursday, Friday, Saturday: How Pac-12 Streams Hundreds of Live Events 6:15 PM - 7:15 PM | Aria West, Level 3, Juniper 4 Wednesday, 11/28 AIM202-L: Leadership Session: Machine Learning 1:45 PM - 2:45 PM | Venetian, Level 2, Venetian Theatre Wednesday, 11/28 AIM303-R1: Create Smart and Interactive Apps with Intelligent Language Services 6:15 PM - 7:15 PM | Venetian, Level 2, Titian 2205
  59. 59. Thank you! © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  60. 60. © 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.

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