Ai for customer centric marketing for BMA NorCal Oct 19th 2017

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Artificial Intelligence for

Customer-Centered MarketingSUDHA JAMTHE, CEO IoT Disruptions

BMA NorCal, Palo, Alto, CA, USA Oct 19th 2017

IoTDisruptions.com © 2017 Sudha Jamthe

Image: bigthink.com

SUDHA JAMTHE Background

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CEO IoTDisruptions, Technology Futurist

Continuing Studies Instructor

Driverlesscarbook.com @sujamthe

Technology Futurist with a mix of Academic and Global Digital Transformation

Strategic, Entrepreneurial & Operational Experience.

My specialty: Finding gaps for innovation and b-model development in new tech

ecosystems.

AI TECHNOLOGY SPECTRUM

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Machine Learning & Deep Learning

Cognitive IoT

AR/VR

Voice to Text

Text to Speech

Facial

Recognition

Computer Vision

NLP

Machine Intelligence

IoTDisruptions.com http://bit.ly/IoTAIBook @sujamthe

Copyright: Sudha Jamthe

AI STARTUP LANDSCAPE

IoTDisruptions.com http://bit.ly/IoTAIBook © sujamthe 4

CAN AI HELP MARKETERS IN BEING

CUSTOMER-CENTRIC?

5IoTDisruptions.com http://bit.ly/IoTAIBook © sujamthe

Image: bigthink.com

AI IMPACTS MARKETING OWNERSHIP OF

CUSTOMER IN EVERY STEP OF A B2B BUSINESS

marketing

sales

Service

Customer Engagement

Production


Demand

Estimates

Demand

Generation

Sustainable

Growth

Post-Sales

experience

Understand

need shifts

Shifts in

brand equity

& trust

© Sudha Jamthe

1. AI MAKES DECISIONS TYPICALLY

MADE BY MARKETERS


AI PREDICTS CUSTOMER DEMAND &

EQUIPMENT HEALTH

IoTDisruptions.com http://bit.ly/driverlessworld 8

Connected appliances

can predict customer

demand from their

usage patterns.

Marketing can use this

data to add to their

business experience to

understand customer

usage vs. engagement

more intimately.

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AI OPTIMIZE PROCESSES USING ROBOTS

Automation in

ManufacturingAmazon Kiva

in the warehouse

Image:cnet.com

AI driven Robots

optimize to increase

production volumes.

When a company can

produce more

marketing should be

involved in deciding

how to increase

demand - from same

customer or new

markets.

Did AI in Distribution

create Amazon’s

challenge to expand

Prime customers?

Manufacturing with

Robots to produce

more should match

customer demand.

IoTDisruptions.com http://bit.ly/driverlessworld

AI MAKES DECISIONS WITHOUT HUMAN

INTERVENTION

IOTDisruptions.com #IoTAI @sujamthe 10

Deepmind (Google),

predict Kidney problems

Nanobots detect and

kill cancer cells

Image: cnn.com

Marketing has an

opportunity to

solve for customer

fears as customer

roles shifts in the

new reality where

AI makes

decisions without

human

intervention.

e.g. Doctors role

changes with

augmented AI

predicting diseases.

How is marketing going to

help B2B customers

facing automation

challenges?

2. AI BECOMES FIRST CUSTOMER

TOUCHPOINT


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ROBOTS in Security, Airports, Malls,

Customer Service

Images: Sudha Jamthe


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IoTDisruptions.com http://bit.ly/IoTAIBook © sujamthe

DRONES ARE $127Bil EYE IN THE SKY

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BOTS ENGAGING/ LEARNING/ WINNING

CUSTOMERS

Image: Theverge.com

Amy from x.ai Melody Medical Bot from Baidu

Travel, Shopping, Financial, Customer Service, Health Bots: Claire, Clara,

Julie, Ann , Messenger Bot from Kayak, KLM, Expedia, …

Marketing needs to get involved in capturing customer

feedback when customers engage with Chatbots and

Robots as 1st Customer Touch point


3. AI IS BRINGING US THE ALWAYS-

ON CUSTOMER WITH MOBILITY

SERVICES


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Image: onenewssource.com

Lyft/Uber/Didi/BlaBlacar

TRANSPORTATION AS A SERVICE

Ad driven AV buses in NY

Voyage Autonomous Taxi (San Jose, CA)


Personal mobility vehicle (Ford)

MOBILITY SERVICES FOR THE RIDE-SHARE

ECONOMY

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CUSTOMER DATA = $$$ & NEW B-MODELS

NEW CUSTOMER SEGMENTS WITH MOBILITY

IKEA pays for retail ride (Tadaa!). Future: Mobility Health clinic, B2B Trucking Pods.


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WRAPUP: WITH AI AUTOMATION

TAKING OFF CAN WE BUILD MORAL

MACHINES

WITH CUSTOMER EMPATHY?

Driverlesscarbook.com #Driverless @sujamthe

Slides are at:

http://slideshare.com/sujamthe

Tweet me @sujamthe

Signup for newsletter:

http://iotdisruptions.com

http://driverlessworldbook.com

http://bit.ly/sudhajamthe

19IoTDisruptions.com #IoTAI @sujamthe

http://slideshare.com/sujamthe

http://iotdisruptions.com

Business

Ai for customer centric marketing for BMA NorCal Oct 19th 2017