IBM for Master in Marketing Comms and New Media at Bologna Business School

1. May 14th, 2019
The future of Marketing
Roberto Villa
How Artificial Intelligence is redefining the CMO role
Keynote at the International Master in Marketing, Communication and New Media - Bologna Business School

2. Why now?
Why Digital Transformation?
Why future (new) jobs?
Why industries transformation?
Why Marketing transformation?

3. Why now?

4. Social Media
Cloud
Mobile
Artificial IntelligenceBigData
The perfect storm: 2000 - 2010

5. Structured
Unstructured
Sensors
( IoT)
Images,
Audio,
Video
Text
Enterprise
Data
2019
data grows
in volume
and variety
2021

6. The dawn of the Cognitive Era

7. How does a cognitive system work?
How do Cognitive systems work?
REASON
They can reason, grasp
underlying concepts,
form hypotheses, and
infer and extract ideas.
UNDERSTAND
Cognitive systems
understand imagery,
language and other
unstructured data
like humans do.
LEARN
With each data point,
interaction and outcome,
they develop and
sharpen expertise, so
they never stop learning.
INTERACT
With abilities to see,
talk and hear, cognitive
systems interact with
humans in a natural way.
UNDERSTAND REASON LEARN INTERACT
Understand images,
video, natural
language and other
unstructured data
Reason and know
how to grasp the
underlying concepts,
formulate hypotheses
and extract ideas
With each data,
interaction and result
generated, learn and
improve its skills, so it
never stop learning
With the ability to see,
speak and listen,
cognitive systems
interact with humans in
a natural way

8. The evolution of AI
GeneralAI
Revolutionary
2050 and beyond
Narrow AI
Emerging
Broad AI
Disruptiveand
Pervasive
▼ We are here 88

9. Why Digital Transformation?
Example healthcare

10. What determines your health?

12. Medical error - the third leading cause of
death in the US
Source: BMJ 2016;353 doi:
http://dx.doi.org/10.1136/bmj.i2139(Published
03 May 2016) Cite this as: BMJ 2016;353:i2139

13. What makes us healthy vs how we spend
Source: Bipartisan Policy Center

14. Human Digital Twins

15. Human Digital Twins

16. Human Digital Twins

17. Leveraging Exogenous Data for Chronic Care
(Type 2 Diabetes; Primary & Secondary Prevention)

19. Technology augments human capabilities

20. Technology augments human capabilities

21. Technology augments human capabilities

22. Information Technology

23. Intelligence Technology

24. Is this the future
we want?

26. According to the World Economic Forum's Future of Jobs report 2018:
133 million new job roles may emerge within 2030

27. The Social Media Manager profession didn’t exist just 15 years ago

28. Establishing Policies
and Principles

29. IBM principles for the cognitive era
https://ibm.biz/cognitiveprinciples
Purpose
Transparency
Skills
Enhance and extend human
capability, expertise, potential.
Be clear when AI is used, the sources of
data, and methods of training.
Help people acquire the knowledge
to succed in the cognitive economy.

30. Why future (new) jobs?

31. AI – Job and economy
Artificial intelligence can have a
positive impact by increasing - not
replacing - workers and creating
new economic and growth
opportunities for society.
A future to build

32. Collaboration human
being and technology
10,000 immages
we can get by a
single Magnetic
Resonance (MRI)
75 millions
Magnetic
resonances(MRI)
done per year
Top 25
images are
proposed by
Medical Sieve to
Radiologist

33. Human being + AI:
More effective, when together

34. People will not be
replaced by
technology, but
those who can not
use it will be
replaced by those
who can do it

35. 35
The young paradox The mid-age paradox
SONO TROPPO QUALIFICATO ?
E

36. 36
Automation, a global force that is transforming work

37. Transformation of skills

38. 38
Data Scientist

39. 39
IndTech phenomenon

40. 40
Job of the future at
the intersection of:
•Domain expertise
•Computer science
•Humanistic science

41. 41
Assuming you are the CMO of an automotive
company developing an Autonomus Vehicle (AV )

42. Ethic for AI – Moral Machine ( MIT )
1/13

43. Ethic for AI – Moral Machine ( MIT )
2/13

44. Ethic for AI – Moral Machine ( MIT )
3/13

45. Ethic for AI – Moral Machine ( MIT )
4/13

46. Ethic for AI – Moral Machine ( MIT )
5/13

47. Ethic for AI – Moral Machine ( MIT )
Results of the test

48. Will ethic become a core competencyof the CMO?

49. New IBM

50. We are a global technology and
innovation company headquartered
in Armonk, NY.
§ We are the largest technology employer
in the world and employ 380,000 IBMers
serving clients in 170 countries.
§ In 2018, we generated $ 80 billion
revenue.
§ We invest more than $6 billion a year in
R&D, and just completed our 25th year of
patent leadership.
§ We live at the intersection of business
and technology and today, we are a
cognitive solutions and cloud platform
company, transforming entire industries.

51. Evolution of IBM
Always moving to higher value
Tabulating to
Programmable
Systems Era
Services Economy
Internet
Cognitive
BusinessGlobalization
Globally Integrated
Enterprise
International
Ambition
0%
1960 20001980 2019
100%
50%
Hardware and
systems management
Services
Cloud Platform
Cognitive
Solutions

52. 3,000+researchers. ~6B$/yinR&D

53. © 2019 IBM Corporation
Foundational breakthroughshavemadeus recognized
6
Nobel
Laureates
10
National
Medals of
Technology
6
Turing
Awards
5
National
Medals of
Science
53

54. © 2019 IBM Corporation
2018 patents:
IBM vs. competition
54
0
9500 9100
IBM
2353
Microsoft Amazon
2070
Google
2035
GE
954
HP
703
Oracle
640
Facebook
200
Accenture
1597
148
Symantec
NumberofPatents
2018 patent data sourced from IFI Claims PatentServices
2018 patents: Driving 25 consecutive years of IBM patent leadership

55. Why industries transformation?

56. Financial Services Manufacturing Education AgricultureLogistics
AI Impacts all Industries
Health & Life Sciences

57. © 2019 IBM Corporation
Climatechange,
population growth
and food safety
drivingtheindustry toseek more
innovativeapproaches toprotecting
and improvingcrop yield
AI rapidly emerging
as a key part of the technological
evolution in agriculture
$2.4 trillion
agricultureindustry
is a foundation of economies worldwide
Watson Decision Platform
for Agriculture
57

58. © 2019 IBM Corporation
AI and the
future of oil
58
3D seismicdata sets
quickly scanned forgeologic features
that could bear oil and gas
AI automatesanalysis
of technical documents, interprets
subsurfaceimages, and aids in risk
assessments
Enhanceshuman skills
whilemakinginformation
comparablefrom project to project,
location to location, and decadeto
decade

59. © 2019 IBM Corporation
Working to transform
Parkinson’s Disease care
59
1 in 1,000
expected to develop Parkinson’s
10%
areunder 50 years of age
$25 billion
in annual direct and indirect costsof
care, social paymentsand lost income

60. Why Marketing transformation?
Future of Marketing

61. Open InnovationThe Experience Revolution.
Digital transformation impacts customer experience

62. Cognitive dress
Cognitive MusicCognitive art Cognitive immersive experience
Cognitive Trailer
Cognitive systems and Creativity
Cognitive Advertising

63. Watson transforms industries: Cognitive dress

64. Watson transforming industries: Cognitive Dance Party

65. Watson transforms industries: CognitiveAdvertising

66. Technology helping people: Mobile navigation
Mobile voice navigation system that helps people
with disabilities to move more easily in the world
around them. It is designed to provide contextual
understanding of someone's position within a
building and then direct it with an accessible path
to the destination.
The internal / external voice navigation system:
• Guide users with turn-by-turn directions on
accessible routes
• Use the beacons inside a building to help
recognize the user's position
• Customize the way in which indications are
given, for example, in an auditory way or via
haptic signals
• It can be used in many different places, such as
hospitals, offices and shopping centers

67. Tech helping people: Mobile navigation

68. Enable deeper understanding
of people’s personality
characteristics, needs and
values to help engage them
on their own terms
IBM Watson:
personality insight

69. Unleash your imagination

70. @robertovjlla