Artificial Intelligence and Marketing - opportunities: From 4 P's to SAVE.E.E

1. A.I. & MARKETING
HYPE VS REALITY
BAM
BRUSSELS – 14TH OF JUNE 2018

2. What is AI & Machine Learning ?

4. Perception & Understanding of AI is unclear
(6000 interviews by Pega)

5. A.I. Is definitively moving 4P’s to S.A.V.EEE.
in a Hyper Personalized Relation
Product PlacePrice Promotion
Service x Product
= Bespoke Offer
Value Based
Pricing
Access x
(Learn + Apply)
= Experience
Engage, Entertain,
Educate = Unique
Relationship

6. A.I. Is definitively moving 4P’s to S.A.V.EEE.
in a Hyper Personalized Relation
Product PlacePrice Promotion
Service x Product
= Bespoke Offer
Value Based
Pricing
Access x
(Learn + Apply)
= Experience
Engage, Entertain,
Educate = Unique
Relationship

8. A.I. Is definitively moving 4P’s to S.A.V.EEE.
in a Hyper Personalized Relation
Product PlacePrice Promotion
Service x Product
= Bespoke Offer
Value Based
Pricing
Access x
(Learn + Apply)
= Experience
Engage, Entertain,
Educate = Unique
Relationship

9. Uber: Till 2017 - Prices go up to encourage more drivers to go
online. The increase in price is proportionate to demand

10. A.I. à From Price to Value

11. A.I. Is definitively moving 4P’s to S.A.V.EEE.
in a Hyper Personalized Relation
Product PlacePrice Promotion
Service x Product
= Bespoke Offer
Value Based
Pricing
Access x
(Learn + Apply)
= Experience
Engage, Entertain,
Educate = Unique
Relationship

13. LET’S INTRODUCE YOU
TO OUR HOME MADE
CHATBOT

17. Marketeer vs Consumer (Source: Pega)

18. In which situations would
you be comfortable with a
company using AI to give
you better customer
service ? (Source: Pega)

19. A.I. Is definitively moving 4P’s to S.A.V.EEE.
in a Hyper Personalized Relation
Product PlacePrice Promotion
Service x Product
= Bespoke Offer
Value Based
Pricing
Access x
(Learn + Apply)
= Experience
Engage, Entertain,
Educate = Unique
Relationship

20. A.I.Men – The
Young Pope:
The Papal Artificial
Intelligence

23. A.I. Capacities = (Human Capacities)x
Autonomous Test. Execute. Report.

24. Planning is A.I.
Compatible …
What about
Strategy ?

25. Conclusion & Wrap Up

26. 1. AI invades
marketing
2. Transformational
technologies require
exploration and
patience
3. AI will reach it’s
productivity plateau
in 10 years now
4. It’s high time to
start to explore

27. General Conclusions
àA.I. is already integrated in Marketing
àConsumer is not completely perceiving that reality
à We (Human) + A.I. = 3
à Let’s Human Concentrate on Strategy and
Creative Big Idea
à Test now is a must – Full productivity is about 10
Years

28. hugues.rey@havasmg.com
@huguesrey
+ 32 496 26 06 88
www.huguesrey.com
www.iamartificial.com
THANK YOU
FOR
YOUR ATTENTION !