Hear how Artificial Intelligence and IBM Watson's Cognitive Technology is changing the way brands interact with their customers and allowing marketing to be done at the individual level.

1. Marketing to the
Individual with
Artificial
Intelligence
David Cole
Watson Ecosystem Europe
Mail: davidjmcole@uk.ibm.com
Twitter: @davidjmcole
Mobile: +44 7802 475522
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5. We face an overwhelming wave of data in every
industry
of the world’s data
was created in the
last two years.
of the worlds data
is unstructured.
90% 80%
2010 2020
Sensors
& Devices
Text
Enterprise
Data
Images/
Multimedia
44 Zettabytes
Gap
Traditional
You are here
2016
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6. A new era of computing
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Tabulating
Systems Era
Programmable
Systems Era
Cognitive
Systems Era
1900s
1950s
2010s

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Three capabilities that differentiate cognitive
systems from traditional programmed computing
systems.
Reasoning
They can understand information but
also the underlying ideas and
concepts. This reasoning ability can
become more advanced over time.
Learning
They never stop learning. As a
technology, this means the system
actually gets more valuable with time.
They develop “expertise”.
Understanding
Cognitive systems understand like
humans do, whether that’s through
natural language or the written
word; vocal or visual.

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Humans excel at:
DILEMMAS
COMPASSION
DREAMING
ABSTRACTION
IMAGINATION
MORALS
GENERALISATION
Cognitive Systems
excel at:
COMMON SENSE
NATURAL LANGUAGE
LOCATING KNOWLEDGE
PATTERN IDENTIFICATION
MACHINE LEARNING
ELIMINATE BIAS
ENDLESS CAPACITY
Cognitive systems are creating a new partnership
between humans and technology.

10. Watson is creating a new
partnership
between people and computers
that enhances, scales and
accelerates
human expertise.

11. Putting Watson to work to address the world’s
pressing issues
R&D
Demonstration
Commercialisation
Cross-industry
Applications
IBM
Research Project
(2006 – )
Jeopardy!
Grand Challenge
(Feb 2011)
Watson
for
Healthcare
(Aug 2011 –)
Watson
Industry Solutions
(2012 – )
Watson
for Financial
Services
(Mar 2012 – )
Expansion

12. Watson is a set of cognitive capabilities
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Watson’s APIs are the cognitive building
blocks that harness our data. They cover
four main areas:
Language, Speech, Vision and Data
Insights

13. Personality Insights
Social Media
Engagement
Recommendation
Values
Psycholinguistic Analytics
Big 5
Attitude
Emotion
Style
Needs
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Tone Analyzer
Linguistic analytics detect and
interpret emotional, social, and
writing cues found in text.
Suggestions to improve the
intended tone of the message
for better audience relevance.

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17. 38%
are willing to share
their social handle
with a trusted
brand
51%
of consumers see
the potential for
benefit in sharing
their social handle
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68%
of CMOs report
being unprepared for
the growth in social
data
65%
of CMOs report being
unprepared for the
growth of channel and
device choices.
The top three most
prominent challenges for
CMOs are data explosion,
social media, and the
growth of channel and
device choices

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28. How predictable are the judges of creative awards?
The Drum and IBM Watson teamed up to find out:
•Using IBM Watson Visual Recognition the service was
trained on 1000s of previous winners and losers.
•On 20th
June 2016 Cannes Lions released the shortlisted
outdoor poster campaigns.
•Taking the shortlisted UK and US entries the campaigns
were passed to the trained model for prediction.
•On 21st
June 2016 Cannes Lions announced the winners.
•Watson predicted 75% of the winners verses the losers.

29. How do we see the future?
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31. How do you get started?
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34. What will you do with Watson?
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@davidjmcole davidjmcole@uk.ibm.com