The World of Everything: Making Sense of the AI Hype

The World of Everything: Making Sense of the AI Hype

ARTIFICIAL INTELLIGENCE

The World of Everything: Making Sense of the AI Hype

Greg Yates
Chief Marketing Officer

09 March 2017

Artificial Intelligence (AI) is everywhere, bringing hype and fear to almost everyone. As we move into an automated future, we have to start considering things like will robots really make human jobs obsolete? According to Oxford University, researchers estimate that ‘robots’ could potentially automate 47% of U.S. jobs within the next 20 years. Scary, right? The buzz around the upcoming SXSW Conference that kicks off later this week is all about AI, so I’ve been asked a lot recently if all of the hype is real?

AI is still in its infancy stage. While it is moving towards its tween stage, the problem now is that people are jumping on the AI bandwagon without fully understanding what it is and how to successfully create it. I equate it to the Wild West – the main AI players are using a statistical methodology that is known to be inaccurate. Companies everywhere are claiming to have AI or be creating AI, using open source platforms and using an AI engine from the same place. In reality, proper AI should be developed by a skilled mathematician, and not a statistician, with a technology background and knowledge broader than simple probabilities to create an AI engine that can be utilized into different mediums. People are rushing into AI to be part of the trend, but like most things, we will start to see a large percentage of the subpar AI phased out. The true and successful AI will move away from the statistics based model we are seeing now, and move into a deterministic model that looks at data and solves it.

Photograph by Thomas Lefebvre via Unsplash

For example look at the Echo that I personally use at home. It has its limitations, however, it should be considered a baby that still needs to learn. Current AI should not be treated like a grandparent full of knowledge with all the wisdom of the world yet; it should be treated like a child with an understanding that it is not going to know information it has not been fed yet. As more organizations start back filling the brain of AI, then the AI will learn more and start to do learning on its own.

The key is combining biometric data with AI data, producing the most robust form of humanized intelligence.

Yes, believe the hype, but be patient with expectations. One day the AI imposters will be gone, and the real AI will change day-to-day operations across all aspects of our lives. The key is combining biometric data with AI data, producing the most robust form of humanized intelligence. We will move away from the concept of artificial intelligence and move towards the idea of cognitive intelligence. The future will be the World of Everything (WoE) or a 365° view of everything tangible and intangible that surrounds us. Our cognition mission will be able to solve for all of it.

Photograph by Lorem Ipsum via Unsplash

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Super Bowl Ads: An Outdated Approach to Advertising

Super Bowl Ads: An Outdated Approach to Advertising

BRANDING & MESSAGING

Super Bowl Ads: An Outdated Approach to Advertising and a Bad Brand Investment. Here’s Why…

Greg Yates
Chief Marketing Officer

13 February 2017

Finally, a Super Bowl game that’s worth watching, but more commercials that really weren’t. After the big game Facebook and Twitter feeds were flush with excitement about the game, but disappointment in the advertisements, which seemed disjointed, not on brand message and filled with forced humor.

Super Bowl ads have long been the most ridiculously priced time slot in the industry, the only things coming in close seconds are during the Academy Awards and sweeps week, in general. Even with OTT and streaming capabilities the Super Bowl time slots still garner a hefty $5 million price tags for precious 15 and 30 second spots, which seems absurd in this day of real-time engagement and interaction. What is the immediate impact of these ads? Can brands measure whether or not their ads reached intended audiences? Engagement, website traffic and online interaction seem to be the measuring sticks of the day, but after the fact it’s too late and the money has been spent. Many brands are getting smart after each experience and I guess that’s fine if you have $5 million to spend annual on 30 seconds of air time (before you even figure in creative costs), for instance, this year Snickers announced it’s doing ‘the FIRST’ live advertisement during the Super Bowl.

Of course, then there are the brands who have shown real understanding of having a powerful impact and ad in real-time, like Oreo, which responded to the power outage four years ago and started a ‘dunk in the dark’ campaign that ruled social media for days after the big game. The point in all of this is why are we still following the old formulaic approach to advertising during significant moments in time when we know we will have a captive, yet fickle, audience? Why aren’t we planning ahead in a way that utilizes tools we have readily available, like biometrics and neuroscience?

Can brands measure whether or not their ads reached intended audiences?

The Power of Biometrics in Advertising

As the Falcons were beating the Patriots before the final turn of events, were the people watching from New England amused by GoDaddy’s cats riding Roombas and were they even able to recall that was the brand associated with that ad, or will the jokes and calls to action, like promised “risqué” content on its website be lost on a sad and somber fan-base? Wouldn’t it be more powerful for GoDaddy to be able to change its scheduled ad in real-time based on what was happening in the game to reach its audience based on their mood and location? Sounds like fantasy-land where unicorns roam and strange orange-colored monsters rule kingdoms, but the reality is we’re there…we have the ability to do just that. 

By exploring human emotions (and what it means cognitively) and how neurometrics and biometrics is the ultimate form of intelligence to inform and refine the four pillars in marketing – strategy, the communications platform, distribution, efficacy & attribution expensive ads could take on a whole new meaning.

Photograph by Lorem Ipsum via Unsplash

Neuroscience and biometrics have become powerful tools for marketers who understand the power of data and finally want to do something with it. Neuroscience for marketing purposes studies consumers’ unconscious and emotional reactions to stimuli. People are inherently incapable of conveying how they really feel for multiple reasons as evidenced by Nobel winner and Psychologist Daniel Kahneman, Ph.D., therefore we must tap into the unconscious which bypasses the biased conscious mind. We have also learned from neuroscientist, Dr. Antonio Damasio that decision making isn’t logical, but emotional. Therefore, to truly appeal to your target, and get them to encode, and recall, your marketing message, you must understand their mindset and its neuroscience and neuroscience alone that can provide such access to that cognitive data.

Therefore, by harnessing this power and understanding the information it’s putting forth we have the ability to better reach our intended audiences, by being in tune to their unconscious reactions.

We’re already working with brands in the hospitality, sports and finance industries that are implementing the power of biometrics into their campaigns. For instance, we leverage galvanic skin responses (GSR), which measures arousal and facial action coding (FAC), which examines “microexpressions” via 43 muscles in the face to identify what real emotions are coming from the brain at any particular moment and there are companies using this technology in office buildings – through lobby monitors and out of home monitors to assess the overall sentiment of the room and feed up an ad that speaks to that sentiment in real-time.

How it Could Work and Beyond the Super Bowl

For brands to take advantage of biometrics and neuroscience they have to get in the game early. Ads need to be built on the premise that studying human reactions is going to be the approach to developing the ads, it can’t just be funny for the sake of being funny or play off of something a room full of creatives think is funny, but rather feeding off of the captive audience’s reactions and sentiments. This goes beyond traditional focus groups, as people are inherently incapable of articulating how they feel. The Super Bowl actually represents the best test case for this science, as we can predict one user group will be happy, elated, anxious, while the other will likely be frustrated, anxious and sad, so it just then falls on the brands to develop the right content to speak to those reactions.

Three key benefits for brands to know when using biometrics or neuroscience in ads:

  • Biometrics can help rewire your consumers brain triggering mnemonic devices and influences that impact decision-making up to ten seconds before the customer even realizes.
  • Biometrics puts the power of real-time engagement in brands’ hands, with the ability to target the target audience with the most compelling message based on mindset.
  • The digital world in which we live is ripe for this science to be utilized through OTT, streaming, AI assistants, social media and more brands now just need to alter their calls to action.
  • According to the Journal of Advertising: Adding neuroscience-based methods to a traditional test of creative can identify advertising creative that leads to more sales.

Biometrics is being applied to the everyday world understanding user sentiment while they are on the go, in real-time, so brands may change messaging in real-time across connected cities and media – while in restaurants, in elevators in office buildings, in arenas, in their homes and other places people populate and market their products, it’s happening already, so why didn’t any brands think about using this technology when it came to the priciest ad buy on the block? 

To use a bit of a cliché, wouldn’t the executives see a real ‘advertising touchdown,’ with their ads reaching the right audience on a subconscious level and engaging them from an emotional place, which ultimately drives purchase decisions at the key time, in a manner that triggers a subconscious buying decision? I would think the resounding answer is yes and I’m here to say it’s possible and the brands tapping into this science are paving the way for the next innovation to disrupt the advertising – and marketing – industries. So for those brands planning to spend that $5 million dollars next year, we’d urge you to look into the use of biometrics to target your ads in a way that will result in increasing purchase intent, better recall and definitely more positive feedback following the show.

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