Marketing augmented by AI. Alfredo Adamo, Alan Advantage

2. Alan Advantage | © 2017 | Confidential AI is the current hot topic • Artificial intelligence (AI) seems to be the current business hot topic, including in marketing. • It seems nearly impossible for any kind of marketing/advertising industry event or conference to not have at least one (or likely more!) session or panel discussion on the subject. • Are we at "peak AI" or is this trend of great interest in the topic set to continue? Probably the latter, and rightly so.

3. Alan Advantage | © 2017 | Confidential Almost everyone is talking about AI The AI revolution in marketing has been spurred by: • the influx of affordable and accessible advanced data analytics tools (typically based on machine learning methods), • the availability of increasingly rich and extensive datasets, • and a growing acceptance among marketers of the potential power of data-driven approaches to marketing decision making. The winds have been blowing in this direction for some time, so this is not a new phenomenon. However, it seems that now we are at the point where almost everyone is talking about it and (hopefully) thinking hard about how AI can and will change how they do things.

4. Alan Advantage | © 2017 | Confidential AI is needed to help integrate across tools, datasets and platforms • Of course, data are never perfect and marketers' interpretations of patterns found in data by machine learning and AI analytics systems are still subject to bias and could mislead. However, we have never had so many opportunities for truly data-driven marketing. • The difficulty, though, is that there are now so many tools and data sources and analytics packages and marketing technology software services available. • Integrating insights across all of these tools is not easy, even if the various types of software and datasets play nicely with each other (which is often not the case). • In the current marketing technology landscape, tools tend to be single purpose and sit in silos. This will change, and AI can help power these changes. Marketers have more insights-related tools at their disposal that facilitate true data-driven decision making, but AI is needed to help integrate across tools, datasets and platforms

5. Alan Advantage | © 2017 | Confidential Analytics on analytics "Analytics on analytics is a great idea, in which AI-powered analytics tools can be used to take in the outputs of all the tools, platforms and datasets to identify new patterns that can give managers an even better, and importantly, integrated, view of things. In the world of science, we call this a "meta analysis" (an integrative analysis of results from multiple studies), and it is a great idea for marketing analytics and AI can be very helpful on this front.

8. Alan Advantage | © 2017 | Confidential THE MOST WELL-FUNDED AI COMPANIES IN ADS, SALES, AND MARKETING Company TotalFunding($M) Description Predictive sales analytics platform. Predictive marketing and sales software. Cognitive content generation platform. Content marketing platform. $199M $70M $66M $59M $58M Marketing and communication automation for mobile.

10. Alan Advantage | © 2017 | Confidential Start-ups Alan Advantage Portfolio – first tier Entando MegaRide Filo kpi6 Oreegano Mnemonica Summ.AI lcDataLab INNAAS GreenVulcano Technologies Tutored Dynamitick Rulex YHOP Deeply involved in Marketing augmented by AI

11. Alan Advantage | © 2017 | Confidential More free valuable executive time • Prescriptive AI (i.e., AI tools that can "make" decisions based on learning and sets of preconfigured rules in an automatic, or semi-automatic, manner) will be a boon for decision- making executives because time will be freed up • There is indeed a lot of promise in prescriptive applications of AI (as opposed to simply those that describe the past or predict the future without taking action) • There are, naturally, some situations in which managers would choose to not automate tasks and decisions, and that is fine • But it is true that AI-powered marketing organizations should find themselves with more time once the simpler, repetitive tasks have been intelligently automated The nature of marketing work is changing, but not necessarily becoming completely technical and focused on data science. Instead, the infusion of AI into marketing work can aid decision making and automation can free up valuable executive time

12. Alan Advantage | © 2017 | Confidential More time for human interactions with customers and for creativity • From a work standpoint, this means that more time can be allocated to areas where human input and focus is needed the most. • The tough, complex and difficult challenges faced by marketers in today's world aren't going away, so more time to put into these challenges seems like a good thing. • Also, as consumers become even more digital and themselves automate more things using smart AI-powered tools and devices, the human part of a firm's relationship with a customer will become even more important. • More time for marketing teams to spend on human interactions with customers, thus, seems valuable. • Lastly, increased time resources for marketers can be devoted to the creative side of marketing. This might actually lead to overall improvements in the quality of creative work in advertising, which is an interesting prospect. Probably the most interesting way in which AI will shape the future of marketing work is to give us all more time to focus on the decisions that need human input, creative thinking and on building more meaningful and deeper relationships with customers

13. Alan Advantage | © 2017 | Confidential AI will automate certain consumer decisions One of the challenges on the consumer side is that most of us are still not fully comfortable handing over human agency, i.e., our need to make decisions, to machines. Consumers are changing due to AI-powered tools and devices being involved in consumer search, choice set construction and purchase decision making, and as this becomes more widespread and feels normal to consumers, AI will start to automate certain consumer decisions. But we already do that, perhaps not noticing. • As consumer-facing AI-powered systems for things like product recommendations become more reliable and powerful, we'll all start to "outsource" more of our consumer search and choice set construction tasks to AI. • Why spend hours searching for the right hotel for a vacation and compiling a list of alternatives from which to make a choice when a piece of software that knows ALL of your preferences can do it for you?

14. Alan Advantage | © 2017 | Confidential The role of marketing in persuading and informing consumers changes For marketers, this has implications ranging from how to advertise to how to handle customer relationships and after- sales support. • How do you advertise to what is, essentially, an algorithm? (You probably don't, but maybe you pay to "persuade" the algorithm to give your brand more weight in any recommendations it generates) • How do you have a relationship with a customer if the transaction is intermediated by a series of software bots? These are important questions, and there are many more that arise when thinking about consumer use of AI as part of the customer journey. • Where do traditional marketing touch points come in?

15. Alan Advantage | © 2017 | Confidential A growing wave of Expert Automation & Augmentation Software (EAAS) platforms will usher in a new era of AI- enhanced productivity The market map highlights some of the EAAS startups across number of professions ranging from lawyers to journalists to wealth managers, and more. Source: CB Insights

16. Alan Advantage | © 2017 | Confidential For the past number of years, Emotional Intelligence has been a centerpiece in discussions of leadership. • What qualities does Emotional Intelligence comprise? • And how can marketers use it in the fast-paced world of display advertising, social media, and email marketing?

17. Alan Advantage | © 2017 | Confidential Ready to the AI-powered future of Marketing? • All in all, a lot is happening in marketing with respect to AI and it is not only on the data analytics side of the industry. • Marketing leaders need to be out ahead of this, and must ensure that the technology doesn't get ahead of the business and consumer needs. • Like any technology that comes into marketing, we often find executives succumb to the "shiny new toy syndrome" and put technology innovation ahead of value-creation, purpose-based and customer-driven innovation that can be facilitated by new technologies. Visionary marketing leaders need to understand AI and how it impacts both marketers and consumers. Moreover, they must think broadly and creatively about the AI-powered future of marketing and take proactive steps to ready themselves and their organizations for the future that they (and their customers) are creating

19. Alan Advantage | © 2017 | Confidential Conclusions Understanding Artificial Intelligence and its powerful potential to shape marketing is critical Even more critical is thinking about what the future should look like in a world where marketers' and consumers' thoughts and behaviors are influenced by, or even completely managed, by intelligent, data-hungry and analytics-based software applications Our Vision We have to go towards Marketing augmented by AI and not towards Marketing depending on AI.

Marketing augmented by AI. Alfredo Adamo, Alan Advantage

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