Artificial Intelligence and Marketing: Hype and reality - Opportunities
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The document discusses how artificial intelligence (AI) and machine learning are transforming marketing from the traditional 4Ps (product, place, price, promotion) to SERV(service), accessibility, value, experience, engagement. It argues that AI will personalize interactions and offers in a hyper-personalized relationship. Within 10 years, AI's productivity will plateau and humans will need to focus more on strategy and creativity while AI handles testing and execution. The document concludes that organizations should start exploring AI applications now through testing as the reality of AI in marketing is already here, even if consumer perception of it remains unclear.
Artificial Intelligence and Marketing: Hype and reality - Opportunities
- 1. A.I. & MARKETING HYPE VS REALITY BAM BRUSSELS – 14TH OF JUNE 2018
- 2. What is AI & Machine Learning ?
- 4. Perception & Understanding of AI is unclear (6000 interviews by Pega)
- 5. A.I. Is definitively moving 4P’s to S.A.V.EEE. in a Hyper Personalized Relation Product PlacePrice Promotion Service x Product = Bespoke Offer Value Based Pricing Access x (Learn + Apply) = Experience Engage, Entertain, Educate = Unique Relationship
- 6. A.I. Is definitively moving 4P’s to S.A.V.EEE. in a Hyper Personalized Relation Product PlacePrice Promotion Service x Product = Bespoke Offer Value Based Pricing Access x (Learn + Apply) = Experience Engage, Entertain, Educate = Unique Relationship
- 8. A.I. Is definitively moving 4P’s to S.A.V.EEE. in a Hyper Personalized Relation Product PlacePrice Promotion Service x Product = Bespoke Offer Value Based Pricing Access x (Learn + Apply) = Experience Engage, Entertain, Educate = Unique Relationship
- 9. Uber: Till 2017 - Prices go up to encourage more drivers to go online. The increase in price is proportionate to demand
- 10. A.I. Ã From Price to Value
- 11. A.I. Is definitively moving 4P’s to S.A.V.EEE. in a Hyper Personalized Relation Product PlacePrice Promotion Service x Product = Bespoke Offer Value Based Pricing Access x (Learn + Apply) = Experience Engage, Entertain, Educate = Unique Relationship
- 13. LET’S INTRODUCE YOU TO OUR HOME MADE CHATBOT
- 17. Marketeer vs Consumer (Source: Pega)
- 18. In which situations would you be comfortable with a company using AI to give you better customer service ? (Source: Pega)
- 19. A.I. Is definitively moving 4P’s to S.A.V.EEE. in a Hyper Personalized Relation Product PlacePrice Promotion Service x Product = Bespoke Offer Value Based Pricing Access x (Learn + Apply) = Experience Engage, Entertain, Educate = Unique Relationship
- 20. A.I.Men – The Young Pope: The Papal Artificial Intelligence
- 23. A.I. Capacities = (Human Capacities)x Autonomous Test. Execute. Report.
- 24. Planning is A.I. Compatible … What about Strategy ?
- 25. Conclusion & Wrap Up
- 26. 1. AI invades marketing 2. Transformational technologies require exploration and patience 3. AI will reach it’s productivity plateau in 10 years now 4. It’s high time to start to explore
- 27. General Conclusions à A.I. is already integrated in Marketing à Consumer is not completely perceiving that reality à We (Human) + A.I. = 3 à Let’s Human Concentrate on Strategy and Creative Big Idea à Test now is a must – Full productivity is about 10 Years
- 28. hugues.rey@havasmg.com @huguesrey + 32 496 26 06 88 www.huguesrey.com www.iamartificial.com THANK YOU FOR YOUR ATTENTION !