Presented at Emarsys Evolution, Aug. 3, 2017 Consider how much time your team spends reviewing marketing analytics, generating data-driven insights and recommendations, and devising intelligent strategies. Now imagine if a machine performed the majority of those activities and a marketer's primary role was to enhance rather than create. Machines are not going to replace marketers in the near term, but artificial intelligence is accelerating us toward a more intelligently automated future. Come explore the present and future potential of artificial intelligence, and discover AI-powered technologies that can drive marketing performance and transform your career. * Understand what the disruption of other industries can teach us about the inevitable impact artificial intelligence will have on the marketing industry. * Learn about the marketing technology companies that are leading the way in advanced automation, predictive analytics and machine-generated content. * Apply new technologies and processes to make your content marketing more efficient and effective.

1. marketing in the machine age
the path to a more (artificially) intelligent future
8-3-17
paul roetzer
founder & CEO | PR 20/20
creator | Marketing Artificial Intelligence Institute@PaulRoetzer www.PR2020.com
Emarsys Evolution
#EmarsysEvolution

2. Can we automate
content creation
through artificial
intelligence (AI)?
@PaulRoetzer

3. Can we use machines
to write blog posts
at scale?
Image: Franck Calzada/YouTube

4. The Associated Press “writes”
10x more earnings reports using
Automated Insights NLG* technology.10x
*NLG = natural language generation@PaulRoetzer

5. We implemented NLG with Google Analytics reports,
cutting analysis and production time by more than 80%.
@PaulRoetzer Image: Automated Insights

6. What we’ve learned has dramatically
altered my view of what’s possible
today, and in the near future.
Image: Timothy Neesam

7. Consider how much !me your marke2ng team spends . . .
crea%ng ad copy
managing digital ad campaigns
tes%ng headlines, landing pages, ads
scheduling/publishing social shares
predic%ng opens, clicks, conversions
reviewing analy5cs
wri%ng performance reports
recommending content strategies
dra7ing social media updates
discovering keywords
planning blog post topics
wri5ng content
op5mizing content
cura5ng content
personalizing content
automa5ng content
building email workflows
Copyright 2017 PR 20/20. All rights reserved.
@PaulRoetzer

8. Now imagine if machines performed the
majority of those activities,
and a marketer’s primary role
was to enhance rather than create.
@PaulRoetzer

9. Artificial intelligence is
accelerating us toward a more
intelligently automated future . . .

10. “The science of making machines smart.”
— Demis Hassabis, Co-Founder & CEO of DeepMind
(which in turn augments human knowledge and capabilities)
Source: Rolling Stone

11. Source: John Koetsier

12. an algorithm is a
set of instructions that
tells the machine what to do.
@PaulRoetzer

13. Except with AI the machine
can create its own algorithms,
determine new paths, and
unlock unlimited potential
to advance marketing,
and mankind.

14. THEN send three-part email campaign.
IF visitor downloads ebook,
@PaulRoetzer

15. What if there are 10,000 downloads,
across five personas, originating
from multiple channels (social,
organic, paid, direct) that require
personalized emails and website
experiences based on user history?
@PaulRoetzer

16. the marketing automation we see
today is, ironically, largely manual.
@PaulRoetzer

17. Marketing automation platforms save time,
increase efficiency and productivity, and
drive performance.
BUT . . .
@PaulRoetzer

18. Marketing automation platforms generally
do NOT provide deep insights into data,
recommend actions, predict outcomes
or create content.
@PaulRoetzer

19. Source: BBC: Is A.I. the Problem or the Solution?

20. AI takes very specific (narrow)
and complex data-driven
problems, and then devises
and executes solutions.

21. 90% of all data in the world
has been created in the last 2 years
Source: IBM

22. Marketers have access to data from dozens of sources:
social monitoring, media monitoring, web analytics,
email, call tracking, sales, advertising, remarketing,
ecommerce, mobile apps. . .

23. We have a finite ability to process
information, build strategies,
create content at scale, and
achieve performance potential.
@PaulRoetzer

24. Image: Wikimedia Commons
Algorithms, in contrast, have an almost
infinite ability to process data, and deliver
predictions, recommendations and
content better, faster and cheaper.

25. @paulroetzer www.pr2020.com
And yet marketing remains
largely human powered, with a
bit of automation mixed in.

26. The future may be
closer than you think.

27. THE DISRUPTION OF
INDUSTRIES

28. @paulroetzer www.pr2020.com
60% of all trades are executed by computers
with little or no real-time oversight from humans.
Source: Christopher Steiner, Automate This

29. @paulroetzer
avg 120 stops/day

30. what is the possible number of
alternatives for ordering those stops?
@PaulRoetzer

31. 6,689,502,913,449,135,000,000,000,
000,000,000,000,000,000,000,000,
000,000,000,000,000,000,000,000,
000,000,000,000,000,000,000,000,
000,000,000,000,000,000,000,000,
000,000,000,000,000,000,000,000,
000,000,000,000,000,000,000,000,
000,000,000,000,000,000,000,000,
000,000
Source: Wall Street Journal

32. “Can a human really think of the
best way to deliver 120 stops? This
is where the algorithm will come
in. It will explore paths of doing
things you would not, because
there are just too many
combinations.”
Jack Levis
Senior director of process management, UPS
Source: Wall Street Journal

33. NETFLIX uses algorithms to suggest content
and manufacture shows based on subscriber
viewing habits and preferences.
Source: Ne*lix Tech Blog

34. 75% of what people watch on Netflix is from some
sort of algorithm-generated recommendation
Source: Ne*lix Tech Blog@PaulRoetzer

35. Epagogix algorithms analyze movie scripts to
predict how much money they will make at the box office
and offer recommendations on how to make them more
marketable and profitable, including through changes to
plot lines, settings, character roles and actors.

36. Source: Tesla

38. @PaulRoetzer

39. THE MARKETING MACHINE AGE

40. Source: Social Media Frontiers
Facebook uses “deep learning,” an AI subfield, to filter your
Newsfeed and recognize faces in photos you upload,
but that’s only the beginning . . .
@PaulRoetzer

41. Source: Social Media Frontiers
h?ps://research.facebook.com/ai
“We’re committed to advancing the field of machine
intelligence and developing technologies that give
people better ways to communicate. In the long term,
we seek to understand intelligence and make
intelligent machines.”
@PaulRoetzer

42. search, voice recogni*on, language transla+on, robots, driverless cars . . .
@PaulRoetzer

43. “Alphabet Inc.’s Google named the head of its artificial-intelligence
research to run its search engine, demonstrating the importance of
the rapidly evolving technology to the company’s main profit engine.”
Source: The Wall Street Journal
@PaulRoetzer

44. Source: Campaign
In October, lingerie retailer Cosabella replaced its
digital agency with an AI platform named 'Albert'.
Since then it has more than tripled its ROI and
increased its customer base by 30 percent.
@PaulRoetzer

45. Source: Popular Science
“IBM used machine learning and experimental Watson
APIs, parsing out the trailers of 100 horror movies. It did
visual, audio, and composition analysis of individual
scenes. . . . Watson was then fed the full film, and it
chose scenes for the trailer. . . . A process that would
normally take weeks was reduced to hours.”
@PaulRoetzer

46. Source: The Drum
“Content creation is something that we have been doing
for a very long time . . . what I want to start
experimenting with is automated narratives.”
This experimentation will explore how AI can be applied
to everything from choosing music, updating social
media and even writing scripts . . .
(Mariano Bosaz, Coca-Cola’s global senior digital director, interview with AdWeek)
@PaulRoetzer

47. Source: The Guardian
“A machine will win a Pulitzer one day,”
predicts Kris Hammond from Narrative
Science, a company that specialises in
natural language generation. “We can tell
the stories hidden in data.”

48. "Cognitive technology is there to extend and amplify
human expertise, not replace it.”
— Rob High, Chief Technology Officer, IBM Watson
@PaulRoetzer

49. 3 THINGS TO KNOW

50. #1
It is still very early. Many of the rising AI tech
companies have significant venture capital funding, but
limited market success to prove the products work and
that the models are scalable.

51. #2
Artificial intelligence requires massive amounts of data
(structured and unstructured) and customized
solutions, so large enterprises are more likely to see
short-term benefits from AI investments.

52. #3
There is a push to make AI technology more affordable
and accessible. The challenge will be finding technical
talent capable of building and executing AI solutions.

53. 3 STEPS TO GET STARTED

54. #1
Evaluate repetitive, manual marketing tasks that could
be intelligently automated.

55. Source: Timothy Neesom
There are dozens of AI-powered marketing tools that you
can use to plan, create, optimize, personalize, promote,
measure and analyze content.

56. #2
Assess opportunities to get more out of your data—
discover insights, predict outcomes, devise strategies,
personalize content and tell stories at scale.

57. @PaulRoetzer

58. @PaulRoetzer

59. #3
Consider the AI capabilities of your existing marketing
technology, and explore the potential of emerging AI
solutions.

61. THE NEXT FRONTIER

62. dra$ing social media updates
discovering keywords
planning blog post topics
wri4ng content
op4mizing content
cura4ng content
personalizing content
automa4ng content
building email workflows
crea3ng ad copy
managing digital ad campaigns
tes3ng headlines, ads
scheduling social shares
predic3ng conversions
reviewing analy4cs
wri3ng performance reports
recommending strategies

63. and imagine if that was only the beginning . . .

64. www.MarketingAIinstitute.com

65. Paul Roetzer
Founder & CEO | PR 20/20
Creator | Marketing AI Institute
paul@PR2020.com
www.PR2020.com
www.MarketingAIinstitute.com