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@pieroleo
Creative Computing: how artificial intelligence
could augment designer’s decisions?
Pietro LeoExecutive Architect - Chief Scientist and Strategist for of IBM Italy Research and BusinessIBM Academy of Technology Leadership
Transforming Data into Wisdom
@pieroleo
Rethinking Fashion SustainabilityMilan, 9 Marzo
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#idatisonofashion2013
“The word sustainability is perhaps more clear if you think it as a continuous dialogue with all of those that are influenced or have
an interest in the activities of a company. It is not an end point for a company, it is rather a
journey.”
Marco Ricchetti, Sustainability Lab
• The theme sustainability contributes, in dependence of the brands, from 22% up to 69% to improve positively the brand reputation.
• Sustainability confirms itself as one of the major topic that fashion brands care about brands should care about next years.
Source: http://www-05.ibm.com/it/events/idatisonofashion/pdf/Ricerca_IBM_idatisonofashion_2.pdf
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DataTechnology
Dialogue Production & Supply chains
Decision Making&
Sustainability
Creativity & Design
The way to find information about products and brands
The way to make better decisions along alllevels of a product journey
Toward a Precise Decision Making to reduce the wasteful as well as the risk in every industry and for every consumers
New Information Technology challenge is now about the
possibility to expand our WISDOM options
Watson
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Decision Making&Design, Creativity
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MARCHESAA dress that think
JASONGRECH Fashion zeitgeist
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Creations from the Cognitive Collection – Designed by JASONGRECH and IBM Watson
Source: https://www.ibm.com/blogs/think/2016/08/cognitive-fashion/
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Decision Making&Brands and Consumers
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Image source: http://personalexcellence.co/blog/ideal-‐beauty/
City
Lifestyle
ZIPcode
Costal vs Inland Marital status
Generation
Location
Family Size
Gender
Income Level
Competitors
Age
Loyalty & CardActivity
Revenue Size
Life Stages
Eductation
Legal status
Sector
Industry
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Image source: http://personalexcellence.co/blog/ideal-‐beauty/
City
Lifestyle
ZIPcode
Costal vs Inland Marital status
Generation
Location
Family Size
Gender
Income Level
Competitors
Age
Loyalty & CardActivity
Revenue Size
Life Stages
Eductation
Legal status
Sector
Industry
SubscriptionsDate on Site
Wish List
Size of Network
Check-ins
App usage duration
Number of Apps on Device
Deposits/Withdrawals
Device UsagePurchase History
FollowingFollowers
Likes
Number of Hashtags used
History of Hashtags
Search Strings entered
Sequence of visits
Time/Day log in
Time spent on site
Time spent on page
Frequency of Search
Videos Viewed
Photos liked
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Image source: http://personalexcellence.co/blog/ideal-‐beauty/
City
Lifestyle
ZIPcode
Costal vs Inland Marital status
Generation
Location
Family Size
Gender
Income Level
Competitors
Age
Loyalty & CardActivity
Revenue Size
Life Stages
Eductation
Legal status
Sector
Industry
SubscriptionsDate on Site
Wish List
Size of Network
Check-ins
App usage duration
Number of Apps on Device
Deposits/Withdrawals
Device UsagePurchase History
FollowingFollowers
Likes
Number of Hashtags used
History of Hashtags
Search Strings entered
Sequence of visits
Time/Day log in
Time spent on site
Time spent on page
Frequency of Search
Videos Viewed
Photos liked
Sentiment
Tone
Euphemisms
Hedonism
Extroversion
Face Recognition
Openess
Colloquialism
Reasoning Strategies
Language Modeling
DialogIntent
Latent Semantic Analysis
Phonemes
Ontology Analysis
Linguistics Image Tags
Question Analysis
Self-transcendent
Affective Status
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Conversation
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I am going to New York next May
Man
Walking, go around
vest
Where and When will you be using this jacket?
I'll find a jacket that fits those conditions. Are you looking for a men's or women's jacket?
Okay, I got it. What will you use this jacket for?
What styles are you looking for?
Conversation
https://www.thenorthface.com/xps
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I am going to New York next May
Where and When will you be using this jacket?
I'll find a jacket that fits those conditions. Are
you looking for a men's or women's
jacket?
https://www.thenorthface.com/xps
Man
Okay, I got it. What will you use this jacket
for?
Walking, go around
What styles are you
looking for?
vest
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Watson
Keyword Extraction, Entity Extraction, SentimentAnalysis, Concept Tagging,
Conversation Intents Entities Dialogues
Personality 5Five Personality Traits Needs Values
Language Tone Emotion Social propensities Language styles
Translate Conversational News Custom TranslationPatents
Language DeepUnderstanding
Relation Extraction, Taxonomy Classification, Author Extraction….. Custom Analysis
Speech-to-text
Custom pronunciations Voice TransformationExpressive Voice
Voice synthesis
Keyword Spotting Telephony Broadband
Vision Face Recognition Image Similarity Image ClassificationCustom eyes
WATSONKind of skills
Source: https://www.ibm.com/watson/developercloud/services-catalog.html
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It will be more and more a bots vs bots marketing battle!
Our personal BOTS will buy for us, #Brands should convince them NOT us!
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Every Product has a story to exchange with a its consumer
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Every product has a Story
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Decision Making & Production, Supply Chains
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•Ensure transparency and authenticity in the goods we trade, purchase and sell globally•Protect the provenance of high value assets•Re-establish trust in global trading marketplaces•Reduce risk, theft, trafficking and fraud
Source: https://www.everledger.io
24Source: http://list.youku.com/albumlist/show/id_28351302.html
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Blockchain
Smart Contract
Creativity & Design
ProductionDistribution Chains
Precision Decision Making could re-shape sustainability journey: from creativity to individual decisions
Individual Decisions
Supply Chain
Product Stories
Decisions
DecisionsDecisions
MediationRules
@pieroleo
@pieroleoPietro LeoExecutive Architect - Chief Scientist of IBM Italy Research and Business UnitIBM Academy of Technology LeadershipHead of IBM Italy Center of Advanced Studies
Grazie!
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