The document discusses artificial intelligence (AI) and its applications in marketing. It introduces Lucy, an AI assistant created by Equals 3 to help marketers with research, data analysis, and other tasks. Lucy is built on IBM's Watson platform and can answer questions, provide insights from large datasets, and improve over time through feedback. The document provides examples of how Lucy was able to complete research tasks significantly faster than human researchers alone and helped a media agency compile data for new business pitches 15 times faster. It also discusses how training an AI system like Lucy requires focusing it on specific use cases and providing feedback to maximize its abilities.

1. Cool Vendor List A-List & Creativity Awards Global Partner Innovation Award
Digital Summit Minneapolis
The role of AI in marketing:
separating fact from fiction

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Our Journey, Begins with Watson
IBM has invested $4B over the past decade on all things Watson
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The cognitive companion to the
marketing professional, built for
Fortune 1000 marketers and the
agencies that service them.
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What can Lucy help with?
Introducing

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The cognitive companion to the
marketing professional, built for
Fortune 1000 marketers and the
agencies that service them.
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Built on a foundation from IBM
Introducing

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Platforms
How does a platform differ from an App?
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Cognitive Platforms
What are some of the cognitive platforms on the market?
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Its all about Automation
Can we turn days and weeks worth of work into hours and minutes?
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Early adopters
of technology
historically
outperform
their
competitors

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AI is in the news, a lot.

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Big Announcements
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Big Announcements
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Fact or Fiction?
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What is your use case?
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August 2015
The Problem
Companies have invested in massive amounts of data to drive business strategies
and results. Yet how much of that data is actually being shared and leveraged?
“51% of companies say they are
using more than 21 different
marketing tech tools, but only
9% of marketers say they have
all the marketing technology
they need and fully utilize the
tools they have.”
Marketing Technology Strategy
Survey Summary Report,
Ascend2 and Research Partners,
Too much
data Marketing Technology Landscape, May 2017, chiefmartec.com
Too many systems
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In a world of machine learning, every report,
every plan, every document and every row
and column of every database or spreadsheet
can be read and remembered
with a simple query.

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Research Examples
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Research Examples
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Research Examples
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Transform Your Marketing Research Funnel
Move through research faster to take strategic action on data insights
Marketing Research Funnel Today Marketing Research Funnel With Lucy
Action
Insight
Data-Validation-
&-Iteration
Data-
Gathering
Data$
Gathering
Action
Insight
Data$Validation$
&$IterationWith Lucy on the
team, you can rapidly
progress through
volumes of data
Spend your
time on big-
picture thinking
and driving
results

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Putting Lucy to the Test
Fortune 1000 Customer
2 junior researchers, 20 research questions, 2 hour limit
One with Lucy, one without
9 out of 20 questions answered successfully without Lucy
17out of 20 questions answered successfully with Lucy
88%improvement
All other tools, technology and data the same
Lucy’s Score:

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Putting Lucy on the Account
Global media agency adds Lucy’s assistance to new business development pitches
Pitches for new business were consuming valuable time and resources.
The agency tracked the average time spent on compiling data without Lucy
to the time spent on the same compilation with Lucy’s help.
Competitive spend research: 100 hrs 8 hrs
Pitch information gathering: 80 hrs 4 hrs
With LucyBefore Lucy
15x faster with Lucy on the team.

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Training A.I. is often harder and
takes longer than anticipated.
To get beneficial usage you need to pinpoint
what is the best case to use the automation,
and train it to maximize your needs.

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You ask questions……and provide
feedback on her answers.
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75%

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Your feedback results in immediate impact,
increasing or decreasing Lucy’s confidence score.

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Twice per day, your feedback is further processed
by Watson, expanding Lucy’s understanding of the
types of questions you ask along with the most
likely place to find the answer.

25. You + Lucy = 3
For more information:
www.equals3.ai
@equals3ai
Q&A
Thank you for your time!
© 2016 Equals 3