Posts Tagged AI
Technology disruptors like AI & Data reshaping Marketing & Advertising with improved personalization & enhanced targeting
Posted by Darshana V. Nadkarni, Ph.D. in Big Data -Cloud -IoT-Software -Mobile -Entrepreneurship on April 11, 2018
Technology is impacting every area of our lives. Blending marketing and advertising with technology dubbed MarTech and AdTech, is entirely changing the marketing landscape. When combined with big data and AI, there is now greater efficiency in advertising and marketing; from building, managing, delivering and optimizing campaigns, to placing, buying, and selling ads, to targeting to most optimum potential buyers.
But it’s not about build it and they will come or turn it on and it will deliver. Often martech purchase decisions underdeliver. As an entrepreneur, if you plan to lead your company through various stages of business lifecycle from seed stage to growth stage to expansion and maturity, then you will encounter an array of marketing challenges that will require different strategies and tactics. While in earlier phase, your focus will be on building customer and prospect lists to drive product awareness, it will soon evolve into tracking and accessing purchasing activities, supporting customer segmentation based on demographics, past purchase history and gaining deeper insight about the customer to support segmentation and personalized targeting.
At TiEInflect 2018, the largest entrepreneurship conference to take place in May at Santa Clara Convention Center, a focused track on MarTech will feature exciting topics like “Marketing to the power of AI”, “Marketing maturity model for entrepreneurs” and more. Register for the conference at www.tieinflect.org .
Written by Michael Golamco, “Build” is CityLights’ Executive Artistic Director, Lisa Mallette’s yet another bold venture aimed to bring thematically relevant plays to the Silicon Valley audience. Set in the heart of Silicon Valley, in Palo Alto, CA, this is a story about — what else? A startup! And what could be more hot than a video gaming company?
I am going to skip a more typical review with detailed plot description, in favor of giving you a glimpse of the future envisioned in this production. To give a little background of the plot, Kip (George Psarras) and Will (Max Tachis) had earlier conceived a brilliant game that resulted in a grand success, leading to what appears to be a milestone based buyout deal. Unlike Will, dapper and immaculate, Kip, the creative genius, with disdain for money, and for following procedures, and grave dislike for documenting details to make hand off of work easier for others, has a harder time with monetary success, fast cars, suits and board and shareholder meetings. Kip spends his days cloistered in his home mourning the loss of his late wife, and has abandoned social life, in favor of staying indoors, in his cluttered apartment, working on his next big project; only this time to give it away via open source and cloud. And who else to keep him company but an “artificially intelligent” being, an AI robot, oddly resembling his late wife Allison (Morgan Voellger).
If you think that it might be too far fetched, think again. Sometime back, IBM’s AI computer, Watson made history when it appeared on Jeopardy, the popular game show beat most of the contestants http://bit.ly/JOZmwH . Watson is a computer system, capable of answering questions posed in natural language. This is no small feat. Human language is infinitely complex. That alone makes for a huge challenge in building an artificially intelligent, interactive being. Puns, idioms, and other contextual expressions, and even the tone of voice http://bit.ly/17FvMmW and a pause at a different place in a sentence, can completely alter the meaning. In medicine, AI computer like Watson is expected learn the nuances of the language to offer complex diagnosis, and even indicate the level of confidence it has in the diagnosis offered.
In “Build”, Kip’s AI being is keenly aware of her identity “16 terabytes of data”. But she is far superior than any ordinary machine and he has built it in human avatar. The robot takes on Allison’s personality, even the loneliness Allison experienced when she was married to Kip and Kip was occupied with his gaming venture. This AI machine made out of code is incredibly smart (beats Kip in the word game they play), is intuitive and curious, and even talks about her dreams. When Will discovers Kip’s secret AI being, he is both astounded and concerned that Kip will forever stay a prisoner of his home, as long as he has the companionship offered by the robot. Along with this ulterior motive, Will also has fond memories of Allison and is mesmerized by Allison-like-robot.
This is not stuff of idle imagination. Elon Musk, Stephen Hawking and Bill Gates have all said that we should be concerned about the future of artificial intelligence. Louis Del Monte, an entrepreneur, has said that some day, machines could surpass humans and could become the most dominant species, and Hawking has said that machines could eventually “outsmart financial markets” and “out-invent human researchers”. Days may not be far when machines will fulfill the roles of companions and caregivers.
While it is challenging to imagine the future, this production is tackling the challenges of reproducing that “future” on stage. It takes the audience into the fascinating world of video gaming as Will and Kip work on deliverables, cleaning out bugs, and packet drops. Then with the help of high tech design and lighting, the audience is introduced to the AI robot. Video designer, Nick Kumamoto has worked wonders with some scattered computer screens and lighting. While AI robot appears caring and concerned, and seems to be a perfect companion, the story revolves around three human beings, one who has passed away, leaving behind memories, and two friends who struggle through their growth and transformation, to keep the ties that brought them together in the first place; gaming, innovation, and their urge to “build” something, in the heart of Silicon Valley. “Build” will be running at CityLights in San Jose, till February 22, 2015. For tickets, go to www.cltc.org