Machines work fast. They work predictably. They compute, filter and crunch at scale. But they don’t yet interpret. They don’t yet judge. They don’t bring context and culture to the table. Humans are masters of pattern recognition. Of making unexpected connections. They have ‘gut instinct’. So how do we fuse the two in this sphere of social insights? What’s the balance and where are we heading?

1. Humans and machines working
in harmony
Gaelle Bertrand, Head of Brand Insight

2. 2
The possibilities are endless…

3. 3
Yesterday
Ethnographic
Qualitative
Manual
Small Datasets

4. Today
Social media listening tools
Automated metrics
Topic detection
Natural language processing

5. A flexible rational agent that
perceives its environment and
takes actions that maximize its
chance of success
A fresh and not yet obvious
understanding of customer
beliefs, values, desires,
motives, emotions or needs
that everyone agrees on and
can become the basis for
competitive advantage
Insight

6. Data Mining

7. 7
Humans and
Machines

8. A world without humans?
8

9. Visual intelligence
9

10. 10
Connected Intelligence

11. A flexible rational agent that perceives its
environment and takes actions that
maximize its chance of success
Integrate or disintegrate
Stan Sthanunathan, SVP, CMI
Unilever

12. A flexible rational agent that perceives its
environment and takes actions that
maximize its chance of success
A flexible rational agent that
perceives its environment and
takes actions that maximize its
chance of success.
Artificial
Intelligence

13. Intelligence Amplification
makes the most effective use of information technology and
augments it with human intelligence.

14. Thank you!
Gaelle Bertrand
gaelle.bertrand@kantarmedia.com
@gaelleanneclair

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