AI and ML represent a huge opportunity and challenge for ad agencies; how quickly they adopt and deploy these technologies in the right way both internally and externally through client work will be crucial. But what does that mean? How can AI and ML help improve customer experiences today as well as further down the road, and what is the road map to getting there? How do these technologies inform advertisers about how to leverage data in new ways? How is it advancing programmatic advertising, in particular?

1. SURVIVING
THE SHIFT TO A
VOICE FIRST
WORLD
Doug Robinson
FRESH DIGITAL GROUP

2. As a producer of world-
class digital products,
FRSH is the premiere
experienced voice
interaction design and
development studio with
700+ Voice Applications
among Amazon Alexa,
Google Assistant, and
Microsoft Cortana live.
Soon our proprietary data
management platform with
contextual and explicit
data, will help usher
businesses into the
WE
ARE
FRS

3. NO LONGER JUST AN ALEXA WORLD
● Amazon calls them ‘skills’ - Google calls them
‘actions’ but in both cases they mean services
created by third parties to offer content and
information through their speakers.
● More than 1 Google Home product was sold
every second between October and December
2017. (At least 7.6M)
● Google, Amazon, Microsoft, Facebook, and
others are investing heavily in voice recognition,
which will see a compound annual growth rate
of nearly 20% and be worth more than $3.5
billion by Q4 of 2018 and more than $18 billion
by 2023.Global Smart Speaker Market Share

4. ● The four biggest data-driven currencies are: aspiration, intention, passion, and consumption.
● Voice provides innovative pathways to analyze user touchpoints to assess how consumers are
adopting to the process.
● The next phase of computing is a complete paradigm shift in how humans interact with technology:
It’s dropping the screen and integrating AI-driven voice technology
● Voice should be at the center of your CX strategy.
● It’s an opportunity to be a discovery experience driven by dialogue.
BUILDING VOICE APPLICATIONS

5. I-WANT-
TO-DO
I-WANT-
TO-KNOW
I-WANT-
TO-GO
I-WANT-
TO-BUY
VOICE IS A
UTILITY
NOT AN
AD VEHICLE

6. 6
FUNNY
QUIRKY
SERIOUS
BRANDS WILL
BE ASSESSED
AS PEOPLE

7. AGE OF
ASSISTANCE

8. BUILT ON CUTTING EDGE TECH
Location & Context
Awareness
Knowledge Graph
Identity
Payments
Structured Data Markup
Natural Language
Understanding
Machine Learning
Individual Speech
Recognition

9. Gaining
Intelligence
KEY USER JOURNEYS & VERTICALS
Efficient
Commute
Evening
Wind
Down
Matching
Awareness
Behavioral
Modeling
Streamline
My Morning
Shopping
Productivity
News/Podcasts
My Services
Smart Homes
Communications
Meals
Ticketing
Local/Transport
Entertainment
Media Streaming
Customer Service

10. IS THE
GATEWAY TO
THE SMART HOME
AND THE KEY TO
FRICTIONLESS
DAILY LIVINGVOICE

11. ● FRSH has learned how to aggregate and
manage quality first party voice data.
● The combination of data science and fast
computing is the key to helping companies
connect with customers.
● Use data to create a more personalized
and unique experience with consumers.
● The key to successful AI: unique
behavioral data.
VOICE DATA ENHANCES USER EXPERIENCE

12. A fully comprehensive voice solutions
management platform.
1. Develop an extensive set of voice solutions
based on in-depth analysis of client needs.
1. Collect data from all industries, markets, and
verticals in conjunction with continuous
improvement of our data model.
1. Utilize machine learning to provide accurate,
well-informed, and targeted decision-making
recommendations for clients.
1. Shorten R&D in the voice solutions
development process.
FRSH BEYOND VOICE

13. ● Kid-Friendly and Fun for Groups
● Create a Conversational User
Experience
● Sounds and Voice Overs
● Brings Education in a Fun Way
and Saves Lives
“ALEXA, LET’S GO ON AN ADVENTURE.”
UNICEF KID POWER
Alexa Skill for Kids & Families
PRESS

14. FRSH Christmas Trivia
Alexa Skill Metrics

15. “OK GOOGLE, SPEAK FOR OUR LIVES.”
SPEAK FOR OUR LIVES
EDUCATION & REFERENCE GOOGLE ACTION

16. “OK GOOGLE, TALK TO SNEAKER OF THE DAY.”
SNEAKER OF THE DAY
ARTS & LIFESTYLE GOOGLE ACTION

17. Voice is driving a new era of commerce and brands must
be able to navigate this unfamiliar landscape-FAST.
TIME IS OF THE ESSENCE

18. ● Resolving problems faster.
● The expectation for personalization is what is leading the user controlled voice interface
movement.
● Brands are beginning to be assessed as people, meaning promotion and distribution must
be optimized for assistants.
● The relationship that brands have with their loyalists can be expanded deeper into their
daily lives through voice assistants.
THE FUTURE OF VOICE

19. ● Voice behavioral data is unique and special. It’s all intent driven. Plus, it’s all about data at scale & velocity.
● Nothing is moving faster, the growth rate is faster than TV & the internet to 50M users.
● Digital assistants create expectation, will continue to strengthen their influence on consumers, and pressure
brands to engage through the subtle power of conversation.
● Narrative design is key when creating meaningful user experiences.
● Voice allows brands to learn more about consumers at different stages of consideration and help figure out
where their place is in that ecosystem.
● ‘The arrival of the touchscreen was the last big shift in the way humans interact with computers. The leap to
speech with AI matters more.
KEY TAKEAWAYS

20. Doug Robinson
CEO & FOUNDER
doug@freshdigitalgroup.c
om
213.305.9853