Corey Szopinski | VP / Executive Creative Technology Director
bots
loving you. 4/15/2016
chat bots are radically changing how brands
and customers interact.
chatbots:conversational interface.
quartz news app ->
2 forces are combining to form a perfect
storm (and opportunity)
1. Messaging app growth
Line, Kik, Messenger, whatsapp, etc
2. Machine learning / AI
gen1 bots looked like this: simple query/response
But new tools + cloud services enable more
sophisticated interactions
“bots are the new apps”—Satya Nadella, CEO Microsoft
March 30, 2016
Microsoft Bot Framework helps create conversations in Skype, Slack and
Outlook
Google has added neural-networking in the cloud, based on TensorFlow.
And Facebook announced a major bot strategy inside Messenger.
Example experience: ShopSpring
Chatbots shift the shopping experience from browsing
(web/retail stores) to recommendation.
Bots learn about you, much like a trusted friend or personal
shopper
facebook M: the future of the chatbot
Facebook M is a hybrid AI+Human
concierge.
And because Facebook integrated P2P payments into messenger in 2015, users are
becoming habituated to spending through messenger.
Highly disruptive: Payments + Concierge
Facebook M (and services like it) may
displace e-commerce as we know it
Bots are everywhere
kik botstelegram botsTwitter botsSlack bots
Tweet bot example: DeepDrumpf is an AI trained on Trump’s past tweets and now generates new tweets using his vocabulary and sentence structure.
TacoBell Slack TacoBot
Alexa, open Dominos
Alexa, tell Pandora to play thumbprint radio.
Alexa, what’s in a Negroni?
Alexa, how far is Shanghai?
Alexa, tell Wemo to turn off the living room light.
Alexa, ask KidsMD about fevers
Chatbots aren’t just text based
Alexa, ask Campbells kitchen whats for dinner?
Two minute history lesson
Alan Turing
Alan Turing
Father of the modern computer
Alan Turing
Thought experiment: “The Turing Test”
Alan Turing
If a human in one room has a conversation with a computer in
another room and can’t distinguish if it’s human or not, then that system is
considered artificially intelligent.
Alan Turing
No computer passed the Turing test for 64
years.
Alan Turing
In 2014, a system named Eugene
Goostman passed.
Alan Turing
We are now in a new epoch of human
evolution: the AI era.
How chatbots work
1. Natural Language Processing
Takes unstructured text and isolates the component parts:
intent, action, object, when, etc.
NLP: Natural language processing
2. Machine Learning
Given intent, anticipate the correct solution based on past successes to similar patterns.
Machine Learning
implication:brands can now communicate one-to-one with customers
implication:strategic positioning no longer needs to target the fat middle. We can now be relevant to all customers… even the ones on the edges.
opportunity:brands need to identify moments of being most useful or entertaining, and engage customers there. One on one.
creatively:how can dialog surprise and delight?
creatively:what is our bot’s personality?
other examples of AI
Microsoft Tay: a bot that learned horribly wrong.
AI is popping up in gmail, with a one-click reply.
<- generated by AI
AI systems can determine emotion from faces
Bots aren’t limited to chat interfaces.
And objects in a photo
And even read your pulse by looking at a vein in the forehead
As a result, bots can learn from your photo feeds, or respond to live video.
Imagine a skype video call with your bot.
Summary
Bots are quickly coming of age, and the innovation is accelerating.
Brands need to consider their bot strategy, which is defined by 3 considerations:
1. Shift focus from broadcast messaging to one-on-one engagements
2. Identify own-able moments in a customer’s day, and add utility or entertainment
3. Define the unique personality traits of your bot and then customize it to each user by learning their preferences.
Corey Szopinski | VP / Executive Creative Technology Director
bots
thanking you.