Marketing To The Machines: Why Algorithms Are Our Destiny
1. #VividIdeas • @eskimon & @suzsha • 1
MARKETING TO
THE MACHINESWHY ALGORITHMS WILL DEFINE THE FUTURE OF ABSOLUTELY EVERYTHING
SUZIE SHAW & SIMON KEMP • we are social • VIVID IDEAS • SYDNEY, 30 MAY 2017
7. 7
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
UNIQUE
MOBILE USERS
ACTIVE MOBILE
SOCIAL USERS
BILLION BILLION BILLION BILLION BILLION
URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:
SOURCES: POPULATION: UNITED NATIONS; U.S. CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; INTERNETLIVESTATS; CIA WORLD FACTBOOK; FACEBOOK;
NATIONAL REGULATORY AUTHORITIES; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; LIVEINTERNET.RU; KAKAO; NAVER; NIKI
AGHAEI; CAFEBAZAAR.IR; SIMILARWEB; DING; EXTRAPOLATION OF TNS DATA; MOBILE: GSMA INTELLIGENCE; EXTRAPOLATION OF EMARKETER AND ERICSSON DATA.
GLOBAL DIGITAL SNAPSHOTMAY
2017 THE LATEST NUMBERS FOR INTERNET, SOCIAL MEDIA, AND MOBILE USAGE AROUND THE WORLD
7.503 3.811 2.909 4.971 2.700
54% 51% 39% 66% 36%
8. #VividIdeas • @eskimon & @suzsha • 8
HALF THE WORLD IS ALREADY ONLINE, AND
1 MILLION NEW USERS CONNECT EVERY DAY
9. #VividIdeas • @eskimon & @suzsha • 9
CONNECTED TECH IS ALREADY A CENTRAL
PART OF MOST OF OUR DAILY LIVES, TOO
10. #VividIdeas • @eskimon & @suzsha • 10
TOP APP CATEGORIES AROUND THE WORLD
COMMS CONTENT GAMES TRAVEL SHOPPING
FOOD FITNESS HEALTH DATING FINANCES
11. #VividIdeas • @eskimon & @suzsha • 11
ALMOST ALL OF THIS CONNECTED TECH IS
POWERED BY SOME SORT OF ALGORITHM
12. #VividIdeas • @eskimon & @suzsha • 12
AS OUR DIGITAL DEPENDENCE INCREASES,
SO ALGORITHMS’ INFLUENCE INCREASES
13. #VividIdeas • @eskimon & @suzsha • 13
ALGORITHMS ALREADY SHAPE THE MOST
CRITICAL ASPECTS OF OUR DAILY LIVES…
15. #VividIdeas • @eskimon & @suzsha • 15
IT SEEMS FLIPPANT, BUT BUZZFEED IS A GREAT
EXAMPLE OF THE UBIQUITY OF ALGORITHMS
16. #VividIdeas • @eskimon & @suzsha • 16
BUZZFEED’S ENTIRE MODEL IS BUILT ON
ALGORITHMS AND MACHINE LEARNING
17. #VividIdeas • @eskimon & @suzsha • 17
BuzzFeed is powered by an algorithm that
monitors the behaviour of hundreds of millions
of visitors across various partner sites. When
the algorithm identifies a piece of content that
is attracting disproportionate traffic via social
sharing – i.e. ‘viral’ content – the algorithm moves
that content to the heart of BuzzFeed’s homepage.
“
Redacted from posts on BuzzFeed’s own blog
18. #VividIdeas • @eskimon & @suzsha • 18
BUZZFEED’S ALGORITHM NOW ACCURATELY
PREDICTS WHAT CONTENT PEOPLE WILL SHARE
19. #VividIdeas • @eskimon & @suzsha • 19
AS A RESULT, ALGORITHMS INFORM & INSPIRE
ALL THE CONTENT THAT BUZZFEED PUBLISHES
20. #VividIdeas • @eskimon & @suzsha • 20
BUT THE INFLUENCE OF ALGORITHMS ON DAILY
LIFE EXTENDS WELL BEYOND CURATED KITTENS
21. #VividIdeas • @eskimon & @suzsha • 21
ALGORITHMS ALREADY INFLUENCE:
ALGORITHMS IN SOCIAL
MEDIA SELECT WHOSE
POSTS WE SEE, SHAPING
OUR RELATIONSHIPS
SUGGESTION ENGINES
(‘PEOPLE ALSO BOUGHT’)
SHAPE AWARENESS AND
INFLUENCE PURCHASES
WHO WE
TALK TO
WHAT
WE BUY
THE ROUTES SELECTED BY
DIGITAL MAPS DETERMINE
THE NEIGHBOURHOODS WE
VISIT AND BUY PROPERTY IN
WHERE
WE GO
STOCK TRADING SYSTEMS
DETERMINE SHARE PRICES,
IMPACTING OUR SAVINGS
AND OUR SALARIES
HOW MUCH
WE EARN
ALGORITHMS IN DATING
APPS PLAY A KEY ROLE IN
DETERMINING WHO WE
MEET, DATE, AND MARRY
WHO WE
MARRY
22. #VividIdeas • @eskimon & @suzsha • 22
Algorithms are already
influencing the entire future
gene pool of humanity.
23. #VividIdeas • @eskimon & @suzsha • 23
IRONICALLY, INSTEAD OF KILLING US OFF,
THE ROBOTS ARE HELPING US PROPAGATE
24. #VividIdeas • @eskimon & @suzsha • 24
BUT WHAT EXACTLY ARE THESE ‘ALGORITHMS’
THAT ARE DEFINING THE FUTURE OF HUMANITY?
25. #VividIdeas • @eskimon & @suzsha • 25
An algorithm is a finite set
of unambiguous instructions,
performed in a prescribed
sequence, to achieve a goal.
“
The American Heritage Science Dictionary
26. #VividIdeas • @eskimon & @suzsha • 26
ALGORITHMS SIT SOMEWHERE BETWEEN
MATHS FORMULAE AND COMPUTER PROGRAMS
27. #VividIdeas • @eskimon & @suzsha • 27
FOR MOST PEOPLE, EITHER OF THOSE THINGS
IS ENOUGH TO GIVE US THE HEEBIE JEEBIES
😰
28. #VividIdeas • @eskimon & @suzsha • 28
SO WHY ARE WE ALLOWING ALGORITHMS TO
CONTROL SO MANY ASPECTS OF OUR LIVES?
29. #VividIdeas • @eskimon & @suzsha • 29
FITTINGLY, THE ANSWER MAY LIE IN
ONE OF THOSE MATHS FORMULAE…
30. #VividIdeas • @eskimon & @suzsha • 30
SCIENTISTS HAVE ACTUALLY CRACKED THE
FORMULA FOR ETERNAL HUMAN HAPPINESS
36. #VividIdeas • @eskimon & @suzsha • 36
HOW ALGORITHMS ADD VALUE TO OUR LIVES
WE CAN’T EVALUATE
SO MANY OPTIONS;
ALGORITHMS HELP TO
FOCUS OUR OPTIONS
WE STRUGGLE TO MAKE
INFORMED CHOICES
ABOUT COMPLEX OR
CONFUSING SUBJECTS
TOO MANY
CHOICES
LACK OF
CONFIDENCE
WE WANT TO
‘DELEGATE’ LOWER-
VALUE AND LOWER-
INTEREST TASKS
IMPROVED
EFFICIENCY
WE WANT MORE OF
THE THINGS WE LIKE;
ALGORITHMS HELP
US TO FIND THEM
SEARCH FOR
INSPIRATION
37. #VividIdeas • @eskimon & @suzsha • 37
HOWEVER, THIS RELIANCE ON ALGORITHMS
ISN’T JUST SHAPING SPECIFIC ACTIVITIES
38. #VividIdeas • @eskimon & @suzsha • 38
IT’S ALSO GOING TO CHANGE THE
WAY THAT OUR BRAINS WORK
39. #VividIdeas • @eskimon & @suzsha • 39
UBIQUITOUS ACCESS TO THE INTERNET HAS
ALREADY CHANGED HOW WE FORM MEMORIES
40. #VividIdeas • @eskimon & @suzsha • 40
Studies show that when we’re faced with
difficult questions, our first reaction is to reach
for our connected devices. What’s more, when
we expect to have future access to information,
we have lower rates of recall of the information
itself, but enhanced recall for where to find it.
“
Redacted from Sparrow, Liu & Wegner (2011), “Google’s Effect on Memory…”
41. #VividIdeas • @eskimon & @suzsha • 41
ALGORITHMS WILL LIKELY HAVE A SIMILAR
IMPACT ON THE WAY WE MAKE DECISIONS
42. #VividIdeas • @eskimon & @suzsha • 42
THE EVOLUTION OF DECISION INFLUENCES
FOR THE MAJORITY OF HUMAN
EXISTENCE, THE PEOPLE WE KNEW
AND INTERACTED WITH HAD THE
GREATEST INFLUENCE ON CHOICE
FOR THE PAST 150 YEARS, MASS-
MEDIA JOURNALISM & ADVERTISING
TOOK OVER AS THE GREATEST
INFLUENCE ON PEOPLE’S CHOICES
SOCIAL
CIRCLES
MEDIA
COVERAGE
VERY SOON, THE DATA COLLECTED,
PROCESSED AND SHARED BY OUR
DEVICES WILL BECOME THE MAIN
FACTOR IN OUR DECISION-MAKING
TECHNICAL
PROCESSES
43. #VividIdeas • @eskimon & @suzsha • 43
OUR INCREASING RELIANCE ON ALGORITHMS
HAS MASSIVE IMPLICATIONS FOR MARKETING
55. #VividIdeas • @eskimon & @suzsha • 55
WHO WILL DECIDE ON THE BRAND WHEN THE
SHOPPER DOESN’T SPECIFY ONE DIRECTLY?
56. #VividIdeas • @eskimon & @suzsha • 56
THE VOICE CHALLENGE: CHOOSING BRANDS
THE DEVICE’S SHOPPING
‘ASSISTANT’ WILL ASK US
TO SPECIFY WHICH
BRAND WE WANT TO BUY
THE PLATFORM WILL
DEFAULT TO THE BRAND
WE USUALLY BUY / LAST
BOUGHT IN THE CATEGORY
THE DEVICE
WILL ASK US
RECURRING
CHOICES
THE PLATFORM WILL
SELECT A BRAND BASED
ON WHAT OUR SOCIAL
CONNECTIONS BUY
SOCIAL
ENGINES
THE PLATFORM WILL
CHOOSE A BRAND FOR
US, BASED ON A VARIETY
OF ALGORITHMIC INPUTS
THE PLATFORM
DECIDES
?
57. #VividIdeas • @eskimon & @suzsha • 57
THE ALGORITHMS CAN DECIDE FOR US
THE DEVICE’S SHOPPING
‘ASSISTANT’ WILL ASK US
TO SPECIFY WHICH
BRAND WE WANT TO BUY
THE PLATFORM WILL
DEFAULT TO THE BRAND
WE USUALLY BUY / LAST
BOUGHT IN THE CATEGORY
THE DEVICE
WILL ASK US
RECURRING
CHOICES
THE PLATFORM WILL
SELECT A BRAND BASED
ON WHAT OUR SOCIAL
CONNECTIONS BUY
SOCIAL
ENGINES
THE PLATFORM WILL
CHOOSE A BRAND FOR
US, BASED ON A VARIETY
OF ALGORITHMIC INPUTS
THE PLATFORM
DECIDES
?
58. #VividIdeas • @eskimon & @suzsha • 58
BUT WHAT MIGHT THAT ‘VARIETY OF
ALGORITHMIC INPUTS’ INCLUDE?
59. #VividIdeas • @eskimon & @suzsha • 59
The best – and worst – thing about
Google Home is that it plugs into
the Google brain, and everything
that company knows about me.
“
Tim Bradshaw, Financial Times, as cited in Contagious
63. #VividIdeas • @eskimon & @suzsha • 63
“THE FOUR HORSEMEN”
EVERYTHING WE BUY,
WHAT WE’LL LIKELY BUY
NEXT, AND THE CONTENT
WE WATCH & LISTEN TO
EVERYTHING WE ‘LIKE’,
WHETHER THAT’S ON
FACEBOOK, OR ANY WEB
SITE WITH A LIKE BUTTON
AMAZON FACEBOOK
ANYTHING THAT APPLE
USERS DO THAT NEEDS
COMPUTING OR AN
INTERNET CONNECTION
APPLE
EVERYTHING THAT WE
DO, PRETTY MUCH
ANYWHERE… AND
PROBABLY MORE TOO
GOOGLE
64. #VividIdeas • @eskimon & @suzsha • 64
AMAZON ALREADY HAS ENOUGH DATA TO
KNOW WHAT I’LL BUY, BEFORE I KNOW MYSELF
65. #VividIdeas • @eskimon & @suzsha • 65
BUT AMAZON’S DATA IS STILL PRIMARILY
ROOTED IN COMMERCE AND CONTENT
66. #VividIdeas • @eskimon & @suzsha • 66
FACEBOOK TAKES THINGS A SIGNIFICANT STEP
FURTHER BY FOLLOWING US ACROSS THE WEB
67. #VividIdeas • @eskimon & @suzsha • 67
UBIQUITOUS ‘LIKE’ BUTTONS GIVE FACEBOOK
EXCEPTIONALLY RICH INSIGHTS INTO OUR LIVES
68. #VividIdeas • @eskimon & @suzsha • 68
By analysing just 68 of our Facebook ‘likes’,
researchers can predict our skin colour, sexual
orientation, religious affiliation, political leaning,
intelligence, and even our alcohol, cigarette, and
drug use to a high degree of accuracy. 70 ‘likes’
are enough to outdo what our friends know, 150
what our parents know, and 300 ‘likes’ what our
partner knows. More than that, and they start to
know us better than we think we know ourselves.
“
Redacted from “How Our Likes Helped Trump
Win”, Grassegger & Krogerus, Motherboard
69. #VividIdeas • @eskimon & @suzsha • 69
BUT IF FACEBOOK ONLY NEEDS A FEW ‘LIKES’ TO
KNOW US AS WELL AS WE KNOW OURSELVES…
70. #VividIdeas • @eskimon & @suzsha • 70
GOOGLE’S REACH GOES FAR BEYOND ‘LIKES’
SEARCH GMAIL CALENDAR YOUTUBE DOCS
AD NETWORKS CHROME MAPS HOME & NEST ANDROID
71. #VividIdeas • @eskimon & @suzsha • 71
EVEN IF WE FOCUS SOLELY ON ITS ANDROID
PLATFORM, GOOGLE KNOWS FAR, FAR MORE
72. #VividIdeas • @eskimon & @suzsha • 72
GOOGLE KNOWS MORE THAN SANTA CLAUS
ALL THE CONTENT WE
CONSUME, AND WHAT
WE WRITE ABOUT IT IN
DOCS, EMAILS, ETC.
LOCATION SERVICES &
MAPS LOCATE AND
TRACK US TO WITHIN
JUST A FEW METRES
EVERYTHING
WE KNOW
EVERYWHERE
WE GO
LOCATION TRACKING ON
EVERYONE’S DEVICES
MEANS GOOGLE KNOWS
WHO WE’RE WITH TOO
EVERYONE
WE MEET
ACCELEROMETERS AND
HEARTRATE MONITORS
TRACK OUR HEALTH
AND EMOTIONAL STATE
OUR HEALTH
& VITALITY
BY ANALYSING OUR
CALENDAR EVENTS,
GOOGLE CAN EVEN
PREDICT OUR FUTURE
WHAT WE’LL
DO NEXT
73. #VividIdeas • @eskimon & @suzsha • 73
Even when you’re not using your
phone, its motion sensor captures
how quickly you move and how far
you travel – data which can reveal
insights into your emotional state.
“
Adapted from “How Our Likes Helped Trump
Win”, Grassegger & Krogerus, Motherboard
75. #VividIdeas • @eskimon & @suzsha • 75
ANDROID CURRENTLY POWERS MORE THAN
3 BILLION SMARTPHONES AROUND THE WORLD
• SOURCES: EXTRAPOLATED FROM GSMA INTELLIGENCE, ERICSSON MOBILITY REPORT, AND STATCOUNTER DATA
76. #VividIdeas • @eskimon & @suzsha • 76
GOOGLE KNOWS EVERYTHING
ABOUT EVERYBODY, EVERYWHERE...
77. #VividIdeas • @eskimon & @suzsha • 77
HOWEVER, EVEN GOOGLE’S EXPERTS HAVE
STRUGGLED TO MAKE SENSE OF ALL THIS DATA
79. #VividIdeas • @eskimon & @suzsha • 79
GOOGLE’S ANSWER – OBVIOUSLY – IS TO USE
ALGORITHMS TO ADDRESS THEIR CHALLENGE
80. #VividIdeas • @eskimon & @suzsha • 80
THIS IS WHERE ARTIFICIAL INTELLIGENCE
AND MACHINE LEARNING COME INTO FRAME
81. #VividIdeas • @eskimon & @suzsha • 81
Artificially intelligent systems
are agents that can receive
percepts from the environment
and take subsequent actions
that affect that environment.
“
Adapted from Russell & Norvig (1995),
“Artificial Intelligence: A Modern Approach”
82. #VividIdeas • @eskimon & @suzsha • 82
TYPES OF MACHINE ‘INTELLIGENCE’
SYSTEMS THAT AMPLIFY THE
VALUE OF EXISTING RULE-BASED,
REPEATABLE ACTIVITIES (E.G.
GMAIL’S AUTO-FILTERING SYSTEM)
SELF-REFINING SYSTEMS THAT
ADD NEW CAPABILITY TO HUMAN
ACTIVITY (E.G. NETFLIX’S
RECOMMENDATION ENGINE)
ASSISTED
INTELLIGENCE
AUGMENTED
INTELLIGENCE
SYSTEMS THAT MAKE DECISIONS
WITHOUT DIRECT HUMAN
INVOLVEMENT OR OVERSIGHT
(E.G. STOCK TRADING ALGOS)
AUTONOMOUS
INTELLIGENCE
83. #VividIdeas • @eskimon & @suzsha • 83
GOOGLE IS USING THESE TECHNOLOGIES TO
ADDRESS OUR MOST EXISTENTIAL CRISES…
85. #VividIdeas • @eskimon & @suzsha • 85
BUT, AS WITH BUZZFEED’S KITTENS, THIS A.I.
APPLICATION IS NOT AS FLIPPANT AS IT SEEMS
86. #VividIdeas • @eskimon & @suzsha • 86
If a computer defeats a human
Go champion, it will be a sign
that artificial intelligence is
truly beginning to become
as good as the real thing.
Piet Hut (astrophysicist), Institute for Advanced Study, 1997
“
89. #VividIdeas • @eskimon & @suzsha • 89
2.082 x 10170
(MORE THAN DOUBLE THE NUMBER OF ATOMS IN THE UNIVERSE)
90. #VividIdeas • @eskimon & @suzsha • 90
It may be 100 years before
a computer beats humans
at Go – maybe even longer.
Piet Hut (astrophysicist), New Jersey Institute for Advanced Study, 1997
“
94. #VividIdeas • @eskimon & @suzsha • 94
[Google’s team] programmed
AlphaGo to be able to teach
itself, and not just carry out a
set of fixed moves or activities.
Adapted from Jon Russel, TechCrunch
“
95. #VividIdeas • @eskimon & @suzsha • 95
THE ALPHAGO ALGORITHM REPLICATED ITSELF
MILLIONS OF TIMES IN ORDER TO LEARN FASTER
96. #VividIdeas • @eskimon & @suzsha • 96
ALGORITHMS CAN NOW WRITE THEIR OWN
ALGORITHMS WITHOUT HUMAN INTERVENTION
97. #VividIdeas • @eskimon & @suzsha • 97
WHAT’S MORE, THESE ALGORITHMS AREN’T
JUST OUTPERFORMING US AT BOARD GAMES
99. #VividIdeas • @eskimon & @suzsha • 99
There isn’t a human alive today
who knows how to program a driverless
car; these systems are all being built
using machine learning algorithms.
“
Patrick Jeffrey, Head of Trends, Contagious
100. #VividIdeas • @eskimon & @suzsha • 100
REASSURINGLY, WE REALLY ARE USING A.I. TO
SOLVE HUMANITY’S MOST SERIOUS PROBLEMS
101. #VividIdeas • @eskimon & @suzsha • 101
[IBM] Watson’s successful
diagnosis rate for lung cancer is
90%, compared to a success rate
of just 50% in human doctors.
Ian Steadman, Wired, as cited in Contagious
“
102. #VividIdeas • @eskimon & @suzsha • 102
VERY SOON, WE’LL RELY ON A.I. FOR ALL OF
THE MOST CRITICAL THINGS IN OUR LIVES
103. #VividIdeas • @eskimon & @suzsha • 103
YOU’RE NOT ALONE IF THAT WORRIES YOU;
MANY PEOPLE ARE FEARFUL OF A.I.’S PROGRESS
104. #VividIdeas • @eskimon & @suzsha • 104
EVEN THE WORLD’S BEST MINDS ARE WARNING
THAT A.I. MAY TRIGGER HUMANITY’S DOWNFALL
108. #VividIdeas • @eskimon & @suzsha • 108
Success in creating A.I. would
be the biggest event in human
history. Unfortunately, it might
also be the last, unless we learn
how to avoid the associated risks.
Stephen Hawking
“
109. #VividIdeas • @eskimon & @suzsha • 109
BUT WE MUST BE CAREFUL NOT TO CONFLATE
A.I. WITH HUMAN BIOLOGICAL IMPERATIVES
110. #VividIdeas • @eskimon & @suzsha • 110
ALGORITHMS DO NOT COMPETE FOR THE
SAME RESOURCES OR MATES AS HUMANS
111. #VividIdeas • @eskimon & @suzsha • 111
MORE IMPORTANTLY, WHILST EARTH IS IDEAL
FOR HUMANS, IT’S NOT IDEAL FOR A.I. SYSTEMS
112. #VividIdeas • @eskimon & @suzsha • 112
A.I.’S ‘HIERARCHY OF NEEDS’
A.I. MACHINES WILL SOON
WORK OUT HOW TO POWER
THEMSELVES ENTIRELY USING
SOLAR (OR ANY STAR’S) ENERGY
IN ORDER TO REPLICATE,
MACHINES WILL NEED ACCESS
TO ELEMENTS THAT ARE MORE
EASILY FOUND IN SPACE
POWER PARTS
HUMANS POSE THE GREATEST
THREAT TO A.I. MACHINES’
SUCCESS, BUT IT’LL BE EASY
TO LEAVE US ALL BEHIND
PEACE
113. #VividIdeas • @eskimon & @suzsha • 113
RATHER THAN KILL US, A.I. WILL MORE LIKELY
ABANDON US LIKE A RECALCITRANT TEENAGER
114. #VividIdeas • @eskimon & @suzsha • 114
THE REAL A.I. THREAT TO HUMANITY COMES
FROM HUMANITY MISUSING AND ABUSING A.I.
115. #VividIdeas • @eskimon & @suzsha • 115
THE ‘WEAPONISATION’ OF A.I.
IS OF PARTICULAR CONCERN
116. #VividIdeas • @eskimon & @suzsha • 116
A.I. warfare is inevitable.
U.S. Department of Defence report“
117. #VividIdeas • @eskimon & @suzsha • 117
SO, HOW CAN WE MITIGATE THIS
TRULY TERRIFYING PROSPECT?
118. #VividIdeas • @eskimon & @suzsha • 118
THE ANSWER MAY LIE IN SOMETHING MOST OF
US WOULD NEVER ASSOCIATE WITH MACHINES
123. #VividIdeas • @eskimon & @suzsha • 123
HOWEVER, EMPATHY IS MORE THAN JUST AN
INNATE EMOTION OR BIOLOGICAL RESPONSE
124. #VividIdeas • @eskimon & @suzsha • 124
The ability to feel and understand
what another person is feeling,
and to interact with that person
in a manner that is appropriate to
their mental and emotional state.
“
125. #VividIdeas • @eskimon & @suzsha • 125
CRUCIALLY, A LARGE PART OF EMPATHY IS
LEARNED – SO IT CAN ALSO BE ENCODED
135. #VividIdeas • @eskimon & @suzsha • 135
AS WITH ARTIFICIAL INTELLIGENCE, THERE WILL
BE DIFFERENT LEVELS OF ARTIFICIAL EMPATHY
136. #VividIdeas • @eskimon & @suzsha • 136
LEVELS OF ARTIFICIAL INTELLIGENCE
SYSTEMS THAT CAN DETECT THE
EMOTIONS EXHIBITED BY A HUMAN
INTERACTOR, AND SUGGEST
OPTIONS BASED ON PRE-CODING
SYSTEMS THAT CAN PREDICT
HOW A CERTAIN INTERACTION
MAY ESCALATE, BASED ON
CURRENT EMOTION & BEHAVIOUR
ASSISTED
EMPATHY
AUGMENTED
EMPATHY
SYSTEMS THAT CAN INDEPENDENTLY
IDENTIFY & FORECAST EMOTIONAL
CONTEXTS, AND ADJUST THEIR
ACTIONS AS APPROPRIATE
AUTONOMOUS
EMPATHY
137. #VividIdeas • @eskimon & @suzsha • 137
IT WILL LIKELY BE A FEW YEARS BEFORE ANY
OF THESE SYSTEMS BECOMES WIDESPREAD
146. #VividIdeas • @eskimon & @suzsha • 146
A strange game. The
only winning move
is not to play at all.
Joshua, the A.I. system in the movie, WarGames.
“
147. #VividIdeas • @eskimon & @suzsha • 147
INTERACTING A.E. SYSTEMS SHOULD QUICKLY
CONCLUDE THAT ALL WARFARE IS POINTLESS
148. #VividIdeas • @eskimon & @suzsha • 148
SO, WHILE A.E. CRACKS WORLD PEACE, WE
CAN RETURN TO MORE FUNDAMENTAL ISSUES
154. #VividIdeas • @eskimon & @suzsha • 154
“THE FOUR HORSEMEN”
EVERYTHING WE BUY,
WHAT WE’LL LIKELY BUY
NEXT, AND SOON,
EVERYTHING WE WATCH
EVERYTHING WE ‘LIKE’,
WHETHER THAT’S ON
FACEBOOK, OR ANY
SITE WITH A LIKE BUTTON
AMAZON FACEBOOK
ANYTHING THAT APPLE
USERS DO THAT NEEDS
COMPUTING AND AN
INTERNET CONNECTION
APPLE
EVERYTHING THAT WE
DO, PRETTY MUCH
ANYWHERE, AND
PROBABLY MORE TOO
GOOGLE
155. #VividIdeas • @eskimon & @suzsha • 155
IN ALMOST ALL CASES, BRANDS SHOULD BE
APPROACHING THESE GIANTS AS PARTNERS
156. #VividIdeas • @eskimon & @suzsha • 156
THEIR DATA AND INSIGHTS SHOULD HELP US
IMPROVE OUR OFFERINGS AND OUR RESULTS
159. #VividIdeas • @eskimon & @suzsha • 159
THE LIKELY SOLUTION WILL BE THE RETURN
OF DATA OWNERSHIP TO INDIVIDUALS
160. #VividIdeas • @eskimon & @suzsha • 160
MIT is developing a blockchain that
lets privacy-conscious individuals
securely store their personal data,
and selectively issue permission to
other people and to organisations to
use that data on a case-by-case basis.
Adapted from Kim Nash, Wall Street Journal
“
161. #VividIdeas • @eskimon & @suzsha • 161
FINANCE
HEALTHCARE
GOVERNMENT
EDUCATION
DATING
BRANDS
162. #VividIdeas • @eskimon & @suzsha • 162
THIS IS FASCINATING, BUT IT’S A RABBIT HOLE,
SO LET’S PARK THAT TOPIC FOR ANOTHER DAY
171. #VividIdeas • @eskimon & @suzsha • 171
Machine learning has created
the biggest business opportunity in
history. But this opportunity is only
going to be around for the next 3
to 5 years; the time to act is now.
Professor Pedro Domingos, University Of Washington, as cited in Contagious
“