AI, Machine Learning and Deep learning a simple guide… or as simple as I can make it
Before we are fully enslaved by our sentient robotic
overlords I thought I would explain what AI, Machine Learning and what Deep
learning is and how they will impact on marketing and on consumers.
Let start with where did this come from; Back in the 50’s we
all dreamt Artificial Intelligence about robots making our tea and what we
would do with all our spare time, partly fuelled by the space race and partly
by science fiction it was all a heady dream, until that is the 80’s where we
could “teach” machines simple tasks (Machine Learning) the more the machine did
the task the more it learnt and improved. We are now at Deep Learning where
through the improvement of data storage, processing power and network speeds
algorithms can be used so software can train itself through multiple iterations
and vast amounts of data.
So a simple summary of the three levels:
OK so now we know the terms what is the impact?
True AI is still a dream, yes we have robots that can run,
win jeopardy but the amount of computing power required for the decision trees
and if –then rules the human brain has is still a distance away.
So why is the term AI being banded around so much, why the
Well “AI” by its definition is the mimic of human behaviour
so for example we are a UK authorised partner of a software called Sentient
Asend, can it predict the future NO, can it make toast NO, but it can replace a
human behaviour called AB testing, which if you are not familiar with is used
for developing web sites and journeys; simply you test version A with one
headline and version B with a different headline and look at the results. This
used to be a process of making two versions, getting customers to use them,
then review the results and possibly test two new “AB’s” based on the outcomes
and you carry on till you have the optimised version. Now you use a tool to
replace the human behaviour, Asend tests thousands of variations and
combinations, measures the results and optimises it for you faster with more
combinations then you could do as a human, so mimicking human behaviour so
therefore lives in the AI world. So a simple add value / do it faster that I
So how is that different from Machine learning? Machine learning
is from experience so…
So a machine matches using its learning tags and create a
best guess based on the data it has already, if this is correct the bridge with
sunset may become another tag.
So finally deep learning, is a subset of Machine learning
but with hidden layers (Neural networks) the software can train itself to
understand its outputs but it also uses huge amounts of data.
Here is a simple
example of a deep learning view:
Simple right? No… here is an image of what a self-driving
car sees and imaging this moving, processing power required is immense.
So what do we use all this tech for? Imagine Deep Learning
reviewing MRI scans or mammograms the volume to could get through and the accuracy,
or teaching children, learning and improving as it goes.
The impact on marketing of AI, machine and Deep learning ?
Tasks delivered faster and with more accuracy:
A/B testing, journey mapping behavioural analysis
Content: understanding the best content for the
Virtual assistants: Voice and video based
SEO: self-optimisation based on the search
algorithms and customer behaviour
Campaigns: Optimisation and prediction also tie
in the smart content and it’s a game changer
So what is store? Tasks that a machine can do faster and
better, brilliant embrace it and it will deliver a great ROI. Going all the way
to driverless cars?
Well let’s finish with a quote from Jason Pontin, MIT
Technology Reviews editor-in-chief who
Humans understand the tremendous potential in
“embracing machines that are smart and powerful enough to become part
of who we are.” However, Pontin goes on to state that you must be
aware of what’s wanted from these smart machines, as “they are not
solely loyal to our interests.”
So are we back to the start just awaiting the rise of the
machines? No we are still way off that kind of computing power, so Ubers flying
taxi’s and computers that express art are a long way off but today we can use
AI to do things faster, better and more accurate today so get on board.