Select Page

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 hype?

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 can tool.

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 desired outcome
  • Virtual assistants: Voice and video based assistants 
  • 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 states that:

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.