Survival of the fittest in an AI world
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Adapt vs Adopt in an AI world. ADWeek 2018 Keynote Presentation
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Survival of the fittest in an AI world
- 1. Survival of the Fittest in an AI World #WatsonMarketing | @inter_vivos a lesson in adaptation Louis Richardson, Chief Storyteller IBM Watson Customer Engagement
- 2. Are you ready? “Every morning in Africa, a gazelle wakes up, it knows it must outrun the fastest lion or it will be killed. Every morning in Africa, a lion wakes up. It knows it must run faster than the slowest gazelle, or it will starve. It doesn't matter whether you're the lion or a gazelle-when the sun comes up, you'd better be running.” On the plains of business…same rules apply
- 3. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” Charles Darwin
- 4. Adopt verb take up or start to use or follow
- 6. Adapt verb adjust for new conditions 4 areas where you must adapt & 4 ways AI can help you thrive
- 7. 80% of businesses have the wrong strategy in place Your Strategy 90% of the world’s data was created in the last 2 years Your Data Employees waste 19% of their week “searching” Your Expertise 85% of digital transformation projects FAIL Your Platform
- 8. “It’s not what you don’t know that will kill you, it’s what you know for sure that just ain’t so.” Mark Twain STRATEGY
- 11. Ice 1.0 * * Credit Guy Kawasaki
- 12. Ice 2.0
- 13. Ice 3.0
- 16. Alchemy Language Sentiment Concept Insights Dialogue Document Conversion Language Translation Natural Language Classifier Tone Analyzer Personality Insights Relationship Extraction Retrieve and Rank Language Speech to Text Text to Speech Speech Emotion Analysis Tradeoff Analytics Data Insights AlchemyVision Visual Insights Visual Recognition Vision Watson APIs for Marketers
- 18. “However beautiful the strategy, we should occasionally look at the results.” Sir Winston Churchill DATA
- 23. 80% UNSTRUCTURED DATA STRUCTURED DATA20% POS DISTRIBUTION CENTRESCANNER DETAIL SKU LEVEL RETAIL STORE INTERNAL CRMSUPPLY CHAIN INVENTORY PRICING PRODUCT MACHINE INTERACTIONS INTELLIGENCE of THINGS MACHINE SENSORS OPERATIONS METRICS SOCIAL INSTAGRAM FACEBOOK TWITTER PINTEREST SNAPCHAT LINKEDIN THIRD PARTY LOCAL NEWS DEMOGRAPHICS WEATHER MARKET INSIGHTS WIRELESS LOCATION GEO SPACIAL CONSUMER INTERACTIONS DIGITAL INTERACTION CONSUMER PERSONA EVENT INTERACTION ADVERTISING #BIGDATA On average only 0.5% of customer data is ever analyzed even though over 30% is useful.
- 24. DATA Superior Strength Big Data Makes you more PROACTIVE
- 25. “When you remove layers, simplicity and speed happen.” Ginni Rometty PLATFORM
- 27. Charlie Rose: “To be on top of everything that’s out there...all the trials taking place around the world. Seems like an incredible task for any one university or one facility to do.” Dr. Sharpless: “It’s essentially undoable” Excerpt from 60 Minutes Interview
- 28. Dr. Sharpless: “They taught Watson to read medical literature essentially in about a week. It wasn’t very hard. And then Watson read 25 million papers in about another week. And then it also scanned the web for clinical trials open in other centers. And all of a sudden we had this complete list that was sort of everything we needed to know.” Excerpt from 60 Minutes Interview
- 29. IBM Cloud Get peace of mind from a multi-tenant SaaS solution with IBM Cloud security, scalability and performance. Control & Customization Create a superior customer experience to drive business results. Speed & Simplicity Innovate faster and execute better than your competitors. Fast, Easy & Everywhere
- 31. “A human and a machine is greater than any human or a machine.” EXPERTISE John Kelly
- 34. Actions
- 37. Questions Answers Decisions Actions
- 41. STRATEGY Superior Sight Insights to be RELEVANT DATA Superior Strength Big Data to be PROACTIVE PLATFORM Superior Speed Cloud to be AGILE EXPERTISE Superior Intellect Better Decisions to beVALUABLE
- 42. “If you wait until there is a case study in your industry, you’ve waited too long.” Seth Godin
- 43. Because when it comes to surviving in the AI world…
- 44. if you’re not at the table… you’re on the menu!
- 45. Thank you 45© 2018 IBM Corporation Louis Richardson Chief Storyteller IBM Watson Customer Engagement @inter_vivos
Notes de l'éditeur
- From the feedback that we get from clients around the world - There’s no question that the world of eCommerce, Customer Experience, Omnichannel , AI are converging and evolving at a rapid pace.
- And some of us are taking the lead and some organizations are being left behind as we’re aware from I was last at this forum. It was not solely about strength and intelligence but the ability to combine these with adapting to ones changing environment.
- The Dodo did not change its behavior with relation to a changing environment – Disappeared because they were not afraid of Humans, and made extinct by Dutch Sailors
- Another example from the same island of Madagascar, and what better example of evolution can we have than the Chameleon which adapts to its changing environs better than most creatures.
- In the rapidly evolving world of eCommerce are you the dodo or the Chameleon? Are you the follower or the leader and what I want to discuss is what defines a leader and what tools are required to enable a leader.
- The first among them is having Superior Sight / Knowledge of the Environment and in this case the customer – Ability to zeroing in on the things which is most meaningful to you.
- Not referring to system resilience but to the Strength of Customer Experience which is at the core of your client engagement and therefore business.
- Think about a destination you might drive to. Let’s say it’s your office in town. Now before you get into your car to drive there, I’m going to get inside and cover all your windows and mirrors and external cameras with a black film. So you can’t see anything.
- Then I’m going to take an blade and cut out small portions of the film. I’ll open up about 20% of your view. Now I’m going to put you in your car and ask you to drive to your office. One other thing, every other driver on the road has the same visual challenge. How do you feel? A little anxious. What do you think of your chances of successfully getting to your office? It’s a challenge. But wait, there’s more. It’s raining and I’m going to demand you go faster. Now what’s your anxiety level? How can you possibly do this? Interestingly, most companies are driving their businesses in this same way. They are operating on a view of only 20% of the available data.
- Now, let me step back inside your car and take down ALL the film. I’ll adjust your mirrors and tune your exterior cameras. Now get back on the road. And yes, all the other drivers are still visually impaired. But how do you now feel about your chances of success? There will be hazards, but you’ll be able to see them and avoid them. There will be openings and opportunities others won’t be able to see and you’ll be able to take advantage of them. This is what our view of AI provides to you. It gives you access to data you previously considered dark and inaccessible. And like difficult driving conditions, there is a lot of information to process. There is a lot going on and if you were incombered with all this information at once, you’d be paralyzed. But well designed AI is like the systems you may have in your car. There may be objects in your blind spot that you don’t need to know about UNTIL you start to move over or turn on your blinker. THEN you need to know so you can take the right action. There may be accidents miles ahead but in your planned route. Mobile apps help us know about those and even offer alternative routes in real time. Note, you don’t need to know about every accident that is happening everywhere, only those in your path. AI extends your line of sight to show you possible issues or problems along your current process and then provide you with business relevant options to help you make the best decisions.
- 20% structured? IBM + Salesforce. “Watson makes Einstein smarter”. Cognitive is the new CRM
- Superior Speed in deployment – The first thing that vendors talk about is SaaS and sure infra plays a part but what we really want to address is…
- Taking a quick look IBM Digital Commerce is... Speed & Simplicity Fast and simple: Self-service enabled with Watson AI support so you can move quickly Current: Zero down-time updates means you are always up-to-date Watson: AI for the Commerce Professional Control & Customization Customizable: Build the experience your customers want Extensible: Quickly and easily add new capabilities with REST APIs Cost-effective: Built to scale costs flexibly as you grow
- And finally you need the 4th dimension for adaption – you can have vision, have strength, and you can be fast but unless you’re smarter that your competitors you won’t win.
- Kid analogy
- Seth godin