Autonomous Branding: Design Your Brand for AI

As our technology moves from being smart to being intelligent, and people's first point of contact with brands become the machine world, we must consider how we can build brands and experiences that are designed to be understood by artificial intelligences first and foremost.

Transcript

1. AUTONOMOUS BRANDING 
 DESIGN YOUR BRAND FOR A.I.
2. @JordanHarper Chief Technology Officer iris
3. 3 BEYOND SMART, AN INTELLIGENT FUTURE
4. HOW WILL YOU EXPLAIN YOUR BRAND TO A MACHINE? 4
5. 5 WE FIRST SCULPTED BRANDS, AS IF THEY WERE WORKS OF ART
6. 6 IN THE SOCIAL ERA, WE LEARNED TO BE MORE FLEXIBLE & OPEN
7. 7 Old World Social World Structured Scaled Recognisable Chaotic Personal Adaptable
8. Old World Social World AUTONOMOUS BRANDING Structured Scaled Recognisable Chaotic Personal Adaptable Structured Chaos Personal at Scale Adaptable but Familiar 8
9. Clearly articulating a brand to machines can free us and lead to experiences that surprise and delight. Structured Chaos 9
10. Be in a billion places at once, with the intelligence to deliver personal experiences to every customer. 10 Personal at Scale
11. Recognisable brand personas that are sympathetic to every individual without losing their core meaning. 11 Adaptable but Familiar
12. 12 BEER BREWED BY A.I.
13. 13 BEER BREWED BY A.I.
14. 14 BEER BREWED BY A.I.
16. 16 TRAINING A CHATBOT
17. 17 HUMANS × ROBOTS
19. 19 TayTweets @TayandYou
21. WHAT DO A.I. POWERED 
 BRANDS LOOK LIKE? 21
22. HARNESSING A.I. TO CREATE NEW EXPERIENCES 1. (PRODUCTS + PROBLEMS) × INTELLIGENCE 2. BECOME ESSENTIAL TO CUSTOMERS’ LIVES 3. BUILD DEEPER RELATIONSHIPS & PERSONAL EXPERIENCES 4. MAKE MAGICAL PRODUCTS & SERVICES 22
23. 1 PRODUCTS + PROBLEMS × INTELLIGENCE 23
25. (MVT + scalability) × A.I. 25
26. 2 BECOME MORE MEANINGFULLY INVOLVED IN CUSTOMERS’ LIVES 26
28. 28 28
29. 29 Not just a passive robot waiting for instruction, proactive communication through instant messaging and SMS.
30. 3 BUILD DEEPER RELATIONSHIPS AND MORE PERSONAL EXPERIENCES 30
31. JAKEBOT: MAKING FRIENDS & INFLUENCING PEOPLE 31
33. 4 MAKE PRODUCTS AND SERVICES FEEL LIKE MAGIC 33
35. Confidential © 2016 Passcode × Fingerprint × FACE MAGICAL SECURITY THROUGH A.I. Fingerprint 1 in 50,000 Face 1 in 1,000,000 35
36. A.I. → A.R. 36
39. 39 RECAP HARNESSING A.I. TO CREATE NEW EXPERIENCES 1. (PRODUCTS + PROBLEMS) × INTELLIGENCE 2. BECOME ESSENTIAL TO CUSTOMERS’ LIVES 3. BUILD DEEPER RELATIONSHIPS & PERSONAL EXPERIENCES 4. MAKE MAGICAL PRODUCTS & SERVICES
40. LEARN TO LET GO 40
41. BE A GREAT TEACHER 41
42. AUTONOMOUS BRANDING 
 DESIGN YOUR BRAND FOR A.I. 42