Impact of AI in Digital Marketing | Applications of AI in Digital marketing

foreign we'll be talking about Advanced Digital strategies um specifically Ai and emerging Technologies and marketing um this is typical of some of the course curriculum and content that we have at the Wharton online program and so this is going to give you a little bit of a taste of the types of things that we cover in that experience and in that course and we'll tell you more about that too at the end of the webinar so my name is Sharon Lee Tony I am a program Mentor for the Wharton online program I'm also a Wharton

Executive MBA alumni I I run a digital marketing agency called SLT Consulting we've been around for about five years and I started it after a pretty long career working in marketing overall as a practitioner here's what we're going to be doing in today's session I'll talk you guys through the role of AI artificial intelligence and marketing talk to you guys through some applications of it and marketing and how a lot of Brands and companies are using it today um we'll talk a little bit about machine learning and how that's being applied how that's being leveraged

um and you know how how folks are really taking advantage of the new opportunities available to them um we'll also talk through um ethical considerations in terms of AI there's a lot of you know discussion around what is um what's ethical what is an ethical what are the types of guard rails we should be setting around Ai and marketing I'll take you through a couple of case studies I think I have three of them prepared for you um and then we'll have some time at the end for Q a but as I mentioned at any

time feel free to just post your questions in the Q a and I will I'll dip in every now and then to uh to take a look at those so let's get started and thank you guys for continuing to post in the chat where you're from what you're doing what you're all about because that's a great way for us to All Connect so when it comes to AI in marketing what the platforms are doing and what apps are doing is it's using things like pretty Advanced algorithms and machine learning to automate processes and to optimize

processes so I gave you guys the example of an AI Note Taker right and when you think about that all it's really doing not all but basically what it's doing is It's recording the audio of a meeting and sometimes certain platforms also record the video and then it's taking it's taking that file and it's making connections based on based on behaviors that it's that it's familiarized itself with based on some keywords that it's picking up over and over again um based on other things that have been programmed to to cue um certain things so for

example when it comes to writing up next steps the platform is listening quote unquote listening or recording the conversation and finding keywords like that would indicate decisions that a group is making right that would indicate time frames that the folks are agreeing on that would indicate delegation of Duties and then summarizing that in a way that then makes sense for a human to look at and to and to utilize into action so even though I mean so these are robots and we call it you know we're talking about the robots taking over the world and

other things like that but what it is is it's really the algorithms that are picking things up and as these Technologies become more familiar to how you're you're using them personally how your company might be using them how an app is using them across its users it's learning how to be smarter it's optimizing so one thing that I've learned about our own AI Note Taker is we use acronyms all the time just like any business would right so certain clients are acronymed a certain way um we use acronyms like kpis all of the time we

use just all sorts of terminology and in the beginning it was like taking those acronyms and trying to spell it out like a word and then as we went in and edited that ourselves so we'd go in and like you know maybe kpi was always kpi but I can't I can't think of anything off the top of my head but as things were being adjusted by a human the platform automatically starts to learn that like okay so when we say pjan which for us stands for the PNG Alumni network which is one of our clients

we're not talking about a jam we're not talking about P's and Jans we're not like you know PGM is a client and so it starts it starts to learn that and it starts to then provide a more personalized experience to the users and so because we've been using this technology now for several months and knows it's even started to associate account manager with client right so when certain people are on a call account managers and project managers it automatically knows that this one person is assigned to these types of projects and can then tailor the

notes to be the types of things that this person is likely to talk about um which is really wonderful for us as we find it really useful and therefore it also helps to provide more more uh more personalized things but from a marketing perspective allows us as marketers to offer better segmentation to be able to tailor to customer needs to be able to build relationships with consumers based on how they are interacting with the technology and what types of information they might be looking for in different ways um we are already seeing and we can

continue to expect to see more and more people being a using AI in different ways and to use it more effectively I think in the beginning a lot of us were just kind of experimenting with it in in ways where you know we were maybe just using it to search like chat GPT is a big one right when I first started using it I was using it as if it were Google just kind of asking it questions um way back in the day there used to be a website called Ash Jeeves for those of you

who are from the decades that I am you might remember Ash Jeeves which was kind of like how you know eventually how we started to use Google of just asking it a bunch of questions now I go into chat CBT and I have full-on chats um follow-up questions and other things for chat GPT that then kind of informs me about things too so different ways to use things in different you know in different use cases automation has been around for a long time and automation is a um a big part of AI and it's something

where you know we might not even be thinking about it right so a lot of these platforms that you see here some of these are CRM platforms some of these are email marketing platforms some of these are um like I love grammarly I use actually use that too some of these are are sort of like grammar correction platforms all of these types of platforms are ones where they're already shaping the content that we're putting out there so if you're using a platform like MailChimp for your email marketing then you are probably setting up something like

a automated welcome email when someone signs up for your MailChimp email list they get an automated email that says thanks for signing up thanks for joining our list maybe you have some information there about your brand maybe you're including a promo code just kind of depends on whatever you know whatever content is appropriate for your business those types of things are being leveraged across the board for different types of audiences what's interesting about AI is that we're taking the existing automated features and AI is allowing us to become even more segmented and even more personalized

right so that that email now that welcome email might be more than just a standard word thanks for signing up it might actually be one where you can personalize certain sections of that email to meet the needs of that one customer or consumer so if you know that this person is interested in blue kites because you sell different Kites and they happen to sign up on a page on your website where you had blue kites for sale you can take that information put that into integrate your email platform in that way but then use Ai

and automation to then personalize that message to the audience so I I tell you this because for those of us that feel like AI is still super Innovative and maybe even Out Of Reach for us and might not be that accessible or even a little bit scary to use the way that we've used technology in the last few years and the way that we're already familiar with these other features is similar to how ai's being being um leveraged it's really just it's a way that we're just that the the platforms are able to offer just

much more much more personalized and much smarter ways of communicating which is what marketers are tapping into hopefully that makes sense there are different types of Technologies when it comes to artificial intelligence right so there's Auto there's augmented reality and that's basically where um typically you're you're you know there's a filter on something or you might even have like you know AR kind of glasses or lenses but it's where you're looking at the real world with digital elements overlaid on top of that so it could be through filters it could be through um augmenting reality

through kind of uh magnifying certain things um in in the room it can also be um you know kind of showcasing a a digital element a digital content a piece of content it could be a picture a video kind of in a real space that someone could be present in so that's augmenting reality mixed reality is where there's um the physical world and digital elements but where the user can interact with that so it's one of those things where if you're wearing uh you know glasses or there's a filter on something and you as a

user go and try to poke you know the digital element it moves right or it changes color or it transforms in some way and so that's where users and react and I guess more real elements are then interacting with the digital elements to create that shared experience and then there's virtual reality and this is one that a lot of us are already quite familiar with where you're just fully immersed it's a it's a digital environment everything's kind of you know all made up it's not you don't actually see the real room around you um and

you know here the guy's actually dancing with the robot so you might be you know swimming underwater and you know swimming with sharks or you might be in some other make-believe scenario but um you're experiencing it as as a user but you're just really experiencing it through what your eyes are typically perceiving and what your brain is perceiving um versus what's actually around you so those are the three types of AI that we're going to be talking about now especially as we talk about how brands are using them and I'm just going to pause for

questions I'm so glad that Gregory remembered ashgs see juice is very helpful um and I think he even like the icon was like a little Butler too right Gregory so like you just felt like you were being served by by a platform I don't see any questions yet in the chat so that's great perfect I will keep rolling um so Apple Vision Pro um Apple Vision Pro took a blend of digital content with physical space and basically it's it's a set of glasses that you are putting on um you can kind of transform how you

use the apps that you love you can kind of scale things you can use it to scale things you can use it to like decorate a room that you are physically in and kind of just kind of you know make up fake designs in your room and things like that while still being present in the space so it's you know we talk about things like the rose tinted glasses right that's basically how this Hardware is being used where you are sitting in a space but you're literally there's a lens over your eyes um and based

on that lens you can control what else you can see in that space um the way that brands have used this is kind of interesting so um Patron the tequila brand uh create an experience in the Apple App Store where folks could plant and be in a an Agave field right so tequila is made from Blue Agave it's a specific kind of plant that's Harvest harvested and then I don't know processed in a way I've never made tequila but they distill it they or the equivalent of that and they they they they they they use

that to manufacture tequila and so you were able to plant the agave plant in a field um you would then see a whole landscape of agave plants with Greenery so that you you could basically create this a similar type of Hacienda that where Patron actually grew it's it's a agave plant so you were basically taking a space that you were in and transforming it to be the patron field and then therefore had an immersive experience in that way um and why is that fun and why is that important because I think you know for for

people that really love tequila um those types of being closer to the ingredients is really important right for folks that may be big big Patron fans and just really love the brand they you know they may have always dreamed to go and visit the Hacienda or dream to go and actually see where these plants were being grown and this is a way that they could be transformed virtually um into this this world and this lifestyle so that's a mixture of AR augmented reality and mixed reality because I was still taking a space that someone was

physically in and then allowing people to kind of interact with that space and by interacting you know growing these fake plants and seeing these these fields in that way too um a more common one that I feel like a lot of us have experimented with I don't know if you guys have I definitely have myself when I've shopped for furniture one thing about buying furniture online is not really knowing how it's going to look in your house right everything from size to shape to color to kind of just planning out you know where do we

put this couch or where do we put this table or is this even going to look right between the two windows that I have um so Ikea built um uh within their app built an AR augmented reality experience for users where you could take the item that you wanted to buy from Ikea so here we're secret little red chair and take a picture of the or rather sorry take your phone and kind of you know capture that the capture visual of where you wanted to put that piece of furniture so that you could get a

sense of what that would look like it was almost like you know doing a mock-up of your uh of an interior design project for your own living room and it it was helpful because the way that they had built this feature was that it it from a scale on a size perspective it was pretty accurate to a 3D model of the actual um item that you were buying so super helpful when it comes to decorating and design but also helpful in terms of placement and and how much space that you have so that you could

really Envision and really see what your rooms what your house what your bedroom might look like after um after you purchase that and Muhammad says Ikea place is a great helper yeah so great for planning right great for making those decisions like let's say you were deciding between this red chair and maybe there's like a different a completely different style of green chair that you were deciding um amongst and in the past like before all of this like maybe you were taking your laptop and kind of like sitting it down in the corner and being

like hmm with this product on the screen now can I imagine this chair here but now all you have to do is kind of you know take your phone and actually see it in its place so really helpful from that perspective too so for anyone who's thinking about redesigning redecorating download the Ikea place app and you can have a great time um and probably spend way too much money than you intended to while doing that too other things um involved in AI is the machine learning component of all of this so as I mentioned right

so much of this is really about constantly optimizing and constantly being able to provide the users or the consumers with a really great personalized experience and it's the machine learning component of AI that allows these platforms to do that and basically they're just doing it the same way that as you guys are probably familiar with like I mentioned you know it's segmentation it's looking at customer behaviors it's kind of learning about what types of content what types of messages people are more likely to respond to and then it's making connections over time of you know

this person is most likely to engage with that type of product and is most likely to convert if I if I show them these types of things and so this helps because it's an automated optimization process whereas in the past as marketers we may have had to look at lots of data we may have had to look through lots of qualitative things right comments or testimonials or reviews to determine what would be the best way to proceed now which is all being automatically captured and the algorithms are allowing for automated optimization too so ways that

this is being implemented could be through things like product optimizing products selections or maybe optimizing pricing for those of us who shop a lot on Amazon you'll notice quite often that it might be whatever you're whatever you're thinking about buying would be one price one day or even one hour and then like half an hour later that price often changes I used to work in the travel industry um specifically in the hotel industry and the dynamic pricing there like you know you can never predict it I mean there are people there are human beings that

actually specialize in pricing strategies for hotels and it's all very deliberate but as a consumer and a user I know I've been frustrated more than once where it's like oh this hotel room is going to be whatever it might be 350 20 minutes later 380 it's like how did that happen right um and it's happening because of dynamic pricing and optimization so supply and demand Trends it could be happening because of the time of day it could be happening because of the the the the device that you're even using and that you're on but in

this case with AI it's actually mostly happening because of who you are as a customer so as your enter an app as you're entering a website as you're engaging with digital content these platforms are looking at you as a user and trying to then determine what's the optimal product mix price point messaging photo video image you name it that's going to resonate with you most so that's one way another way related to all of that too is using this to acquire new customers right so rather than doing all these crazy a b tests that would

have to manually be set up or like you know analyze later this allows for Mass scale um with testing messaging and and and then appealing to new audiences same for retaining existing customers right so if someone is only shopping um on your website and buying socks on your website and that's all they ever buy they come in time time again they buy stocks they are a an avid loyal sock purchaser um the content that they should see from you should be all about socks maybe once in a while you might want to try to cross-sell

them on a pair of shoes right so there could be other other ways that you leverage this too of how do we get them from socks to more things or other things but leveraging AI to retain existing customers is is a is a is a pretty it's a pretty simple one to put out there because you already have all of this data on your existing customers in terms of their purchase Behavior their frequency approaches too like machine learning and AI is also being used in terms of likelihood of re-engagement right so even in clavio yeah

I think yeah it is clavio so when you when you sync up your clavio account which is an email platform to your Shopify website um they have Predictive Analytics where if if you've got existing customers on your list it'll actually tell you when the next time they might shop for you could be and then you can then automate emails and promotions to that person at that time frame um it's almost like having ESP and fortune telling right but it's all now being driven by Machine learning and AI social media another you know another way that

folks are using machine learning just kind of leveraging the algorithms of social to then deliver messages usually it's an advertising um but also from now that social commerce has become such a big thing so people are shopping now within the Instagram platform within the tick tock platform within the the Facebook platform um those algorithms are also serving up products and content based on people's specific behavior so if I'm logging in the Instagram shop that I'm probably going to see for most brands is going to feature women's products my husband might be logging in on his

device you know from the same household but on his advice for the same brand he's going to see men's collections for that same brand so just simple ways to do that too and then finally marketing data and analytics always a great one I'm a big fan of machine learning for this reason and Ai and kind of optimizations I love the fact that you know these the platforms are are leveraging all of the insights of either the brand account or leveraging industry-wide insights too based on all of the accounts that they have access to and then

helping Brands and companies to then predict or serve up better content for everyone so many many different ways that these are being leveraged oh my skins my screen's not visible sorry about that here you go I did not see that so hopefully this makes sense now right machine learning and the ways that it's being applied um from optimizing product and pricing acquiring new customers retaining existing customers social media and marketing data and Analytics all right next slide sorry I just went backwards there we go chat GPT big big big thing um big topic of discussion

I'm just curious you can put it in the chat how many of you guys have actually tried chat GPT um and how many of you guys and what's something I guess for those of you who have used it what has surprised you about chat gp2 and while you do that I'll talk a little bit about this so what I find fascinating about chat gbt is that I've seen so many different use cases for it so some people are using it just for information right information gathering the same way that you would again like I mentioned

Google search something they're going into chat GPT and they're asking it a question like what's the typical lifespan of my dog or like you know a certain dog breed or I don't know just anything why is the sky blue right asking chat GPT a bunch of questions um so that's and and the what and what Chachi be doing is doing is it's taking the the information that it has access to on the internet curating that to come up with an answer other ways that people are using chat GPT is for Content creation and this is

where I find like I find myself constantly surprised and pressed and even a little bit scared at how smart this technology is right so content creation could be anything from write a caption for a social media post announcing our Black Friday Cyber Monday sale and it'll kind of you know spit out maybe three to five sentences um if you give it the brand you can even say you know write it write a social media post for um Gap uh promoting their their Black Friday Cyber Monday sale and chat gbt we'll write that I've also seen

it write outlines for things I've seen it write outlines for everything from books um I recently I followed someone on LinkedIn named Andrew Chen he he wrote the cold start problem he's like a big industry startup guy and uh he he posted on LinkedIn recently about how it took him three years to write that book and like just kind of like you know working nights working weekends like just kind of on his free time putting together an outline for the book pulling together all of the research for that book you know doing all that he

recently opened up chat GPT and asked chat GPT to basically write an outline for his existing book without actually mentioning it right so he said write me a book that outlines um I forgot exactly so I'm paraphrasing but outlines the challenges that a startup might face um upon starting and you know I want it to be 10 chapters and within every chapter give me five key points that should be featured and within probably less than three minutes he had an entire book outline for a book that he's already written and he's hit you know he

took three years to write and it's a bestseller and all of that so the question becomes if Andrew had access to chat gbt um three years or however many years ago before he wrote this book would his book still be a bestseller right and that's the part I personally am not able to answer yet because I don't know I'm not sure if what chat gbt spits out is quite as good or even better than what a human can spit out and I say that because I've actually had chat GPT help me with some things sometimes

it's kind of drafting up something that I have to write that I just don't have the the brain space to um to figure out on my own sometimes it's you know coming up with a new idea that you know I might be stuck on and it's been really helpful for that when I've asked it to actually write things for me I find that it's just not as good like I I I'm still and maybe I'm just still so old-fashioned but I think that there's a lot to be said about the human element that's more it

comes across as being more authentic it comes across as being more emotional now is that going to change probably right chat gbt is getting smarter and smarter and smarter and smarter and Howard you're even um you've even mentioned it in the chat it's getting better at such a quick rate that it is mind-blowing and so I don't know like it's one of those things where I think I encourage everybody to experiment with it it's free to create an account it's pretty simple to use um you can you can you can really put it to work

for a lot of different things and uh and and just kind of use that as a way to kind of learn about what AI can do for you um using it for exams and papers might be questionable so as someone who is involved in an academic institution I would say please don't do that because that would technically be cheating um but using it to come up with new content that you might need or using it to you know to help to get Initial Ideas is is a great way to do that yes Sweda just mentioned

very useful for research papers or synopsis right so helping it at to create a foundation for written content has been pretty pretty quite amazing um other things that it's great at language translation so you know if you need to translate something from one language to another plopping it in there kind of just as good as Google translate um and then summarizing text as well if you've got a very very wordy document that you just don't want to um that you can't that you don't want to go through or that just seems a little too unwieldy

putting it in there and chat GPD is really great at summarizing that so really interesting use cases there and um I've even seen it create a marketing strategy which scary enough I have to say was pretty good so it is it's learning fast and it is it is helping it's a tool that it will enable us to do a lot more it is one of those things where I think we're all wondering as marketers is it really going to replace the human element and or how do we as humans continue to maintain relevance in this

aspect and I would say right now my answer today anyway might change next week or even tomorrow is as marketers we drive a strategy and we drive the positioning and we control the message so in order for you to continue to remain your relevance as a marketer then you need to learn how to control and I'm putting that in air quotes you need to learn how to work with the technology so that it gives you the answers that you need it's still technology right so it's the whole garbage and garbage out um Dynamic you need

to know what questions to ask it or you need to know what prompts to give it in order for it to be the most useful to you and that is another reason why I do recommend you guys downloading it because um learning how to manipulate it is going to be key to your continued success in this Industry Jasper Ai and other kind of um content writing AI tools are becoming more and more popular as well Jasper platforms like Jasper are being used to create blog posts to create product descriptions to write bios to create ad

copy to recreate social media captions um it also includes generating images using AI as well this technology is typically fueling things like chat Bots for any kind of customer support um messaging it's really helpful for image recognition too so if you have a if you have a product or you have a picture that you're trying to find the source of it helps with that it's also really useful um personal assistant I think someone else in the chat had mentioned well actually had mentioned it's like a personal assistant right so real Chachi PT was so Jasper

is also similar in that way too um what I like about Jasper and some of the other ones similar to it is that you especially when you're writing longer when you're asking it to write longer form content you can control the tone of voice and so it goes back to my whole um stance on as a marketer you're controlling the message you're controlling the positioning and so Jasper typically gives you two or three different options depending on what you're prompting it to do and so it'll write things in different ways they'll be like a more

casual tone of voice and then maybe a more formal tone of voice it might use certain uh certain types of language or keywords um when it's creating content for you and so as someone as the person as a user of this technology to prompt the the platform it's important that you know how you want your brand to appear and how you want that content to appear and that's ways in which you can then lead the creation of content through Jasper as an AI platform okay and as I'm talking to I'm just curious to know like

feel free to put in the chat if you've got other ones that you really love that are similar put that in the chat too because I'm sure everybody else on the webinar would appreciate those suggestions um other ways that AI is popping up and being leveraged is um through chat Bots and virtual assistants so you've seen this as a user probably you know you go to someone's website you go to there maybe it's their social media page like Facebook Messenger has us a lot where there's um chat Bots that can direct you to the right

person or direct you to the right department or even just answer your question for you depending on how you are uh interacting with it as a user um so for Duolingo which I think they do such great such a great job in so many ways they're Tick Tock by the way is amazing so if you don't already follow them on Tick Tock please do they're a lot of fun but they use a gpt4 so that um folks could can learn language right so it's almost like having a personal tutor in your pocket um prompting you

to um you know use specific vocabulary words that you might uh be learning maybe using other kind of technology I mean sorry other kind of terminology and then um allowing the student or the user to ask questions of the chatbot that they would then answer so this is very much like having some one-on-one support from a language tutor that's much more personalized and much more customized and while this is also happening too Duolingo is also recording what where the student might need some extra support with certain types of words certain types of topics and then

how they can how they can leverage that accordingly other ways in which sorry that these chat Bots work is that it's either a rule based where it's being set up with triggers like if someone says this then we're going to answer with that um so that's traditional rule-based tip chat Bots AI power chat Bots are um being really more power to be more personalized and offering more flexibility when it comes to interaction so it feels like you're actually communicating with a human um so more and more companies are leveraging this kind of technology for customer

service reasons and then being able to provide a better experience overall to their users content personalization too so similar to some of the other examples we talked about earlier with maybe it's email marketing personalization um it could be advertising personalization it could be dynamic content types of um use cases machine learning algorithms are typically monitoring a customer's behavior and then being able to serve up content based on preferences so I played I was playing one of my Spotify playlists for you guys when you first joined the webinar um and Spotify is a great example of

that right so if you're if you're always listening to classical music and you the next time you log into Spotify it's going to give you your you know your top picks for the day or your top hits or you know music that's recommended for you so it's very similar in in the way that um the way that many of us are interacting with platforms today voice search is another um another format of artificial intelligence I think my Google home assistant is way intelligent she answers all of my questions and also tracks them all so I'm

sure she if she were really human she might even Judge Me by the types of questions I ask her but if anything from like what's the weather today to how much you know um how far is this place that I have to drive to to most times it's also can my dog eat broccoli because like you know he's like randomly has picked up some broccoli from the floor and I want to make sure that we don't have to like pull that out of his mouth right so um using these tools to search for information using

these tools to ask questions um it also has helped me to entertain my kids so I'll be like hey Google tell us a funny joke or whatever um also like things like that they'll also sing You songs it's just it's it's just hilarious stuff so Alexa I think also is quite funny um I don't have an Alexa but I think she uh for my friends that do she shows a lot of sass sometimes and has some attitude so I find that to be pretty entertaining as well um so that's voice search um other ways that

Brands and companies have been leveraging this is that you can you can uh you can convert through voice search so for example you can order a pizza through your home assistance through Amazon Alexa um and you can even reorder your favorites so if you're a Domino's Pizza loyalist and you have the app and they already know all of your favorite toppings you can just say hey Alexa order me a large pizza for delivery tonight right and then that'll and it's all connected to your credit card and it's all connected to all sorts of things for

those of you with kids I would highly recommend putting some child safety safeguards on this though I have a friend with uh she's a she's a one of my kids uh friends moms and apparently one of the kids ordered I forgot what it was it wasn't anything too expensive but like he it may have been pizza or something like that um when she wasn't home one day and she was like I can't believe they just did that and I was like well they were hungry and you weren't home mom so they ordered a pizza or

Alexa um they also you can also tell Alexa to do other things like make phone calls for you and add things to grocery lists and other stuff so this is truly kind of very much like a virtual assistant to help you out in those ways um other things when it comes to recommendations so just like you know just like Spotify um Amazon does it too where when you log in uh it's it's tracked kind of uh what your tip what you are most likely to buy but it has also tracked what other people are doing

and so really being able to then Rec uh recommend things like when someone bought the product that you're looking at they're also likely to buy other things to then Inspire and incentivize new ideas from a marketing perspective so it helps with things like cross-selling it helps with things like upselling it helps with things like increasing the average order value from every customer um and it's basically you're also you can look think of this as a sales assistant right so the platform itself is functioning as a way to help you to get more more business um

and more Revenue there's a lot of talk about how ethical this stuff is right and um and and how how this is being used and also what it means for the future and so the the eight topics that are typically covered when it comes to ethical considerations are things like whether or not AI is um is fair is it is it is it biased in any way is it displaying a bias are we as we continue to use it programming it to be even more biased and you know these are these are discussion points right

now there's no straight answer but as as folks who are in the space that are thinking about using AI or even um using it to power your businesses it is these are the types of things that are important to keep in mind so that you can get ahead of these things or even find solutions for them within your own within your own business liability who's responsible for AI right so if if chat GPT writes a paper for you no not I'm not going to say paper because that's a school thing but if they write a

blog post for you and in that blog post there are three things that seem like they were facts and true and it turns out that they weren't and you published that who's responsible for that right who found that information who authorized that information who approved that information I've um I've asked chat CPT to tell me about myself like I've asked it about me you know like I think I was actually like tell me about Sharon Lee Tony what does she like you know and it came back with 90 accuracy so it said a lot of

nice things about me which was nice but it also said that I had worked at I think it was Adidas and somewhere else and I've never worked at those places before I don't know where they found that information it's not on my LinkedIn it's not anywhere um it may have just been making some assumptions because I've worked with one of my one of our clients is Peloton we do a lot of things with like health and wellness Brands um so it may have just been like connecting certain things I I still don't know where that

information came from but if if it could be that inaccurate with something something that could be so obvious all it would have to do is browse through my LinkedIn right and actually just pick up the um the companies that are listed then there could be a lot of other things that are being that are being published or being created that need to be fact checked so liability is a question security um a question too if if your kids can order pizza without your permission what else can happen using your credit card using your personally identifiable

information and how do we protect access to information in that way human interaction right what's the risk of that are we going to stop talking to each other are we going to stop asking each other questions are we going to stop telling each other jokes like are we only going to go to Google home to have it tell us terrible dad jokes instead of like wanting to hear it from our own dads but what does that look like employment and this is a big one in the industry right whose jobs are being taken over by

this is it going to get rid of important jobs how do we preserve um our relevance in the industry wealth inequality who benefits from ai ai is technology driven and not everybody has access to technology in this way not everybody has access to Wi-Fi not everybody owns a device and so the people powering the machine learning side of this the people that are editing the answers the people that are asking the questions are typically people of a higher socioeconomic uh background so really thinking through what does this mean in terms of the information that's being

gathered and distributed power and control as well who decides how to deploy it who says that um certain things are okay to deploy and other things not and then finally robot rights can the AI itself suffer are we you know are we going to put ourselves in positions where as humans we might be abusing um the way that we're using this technology as well so no questions but just I mean no no answers for that but but questions to be solved and resolved I have a couple of quick case studies and then I am gonna

um I would like to prompt you guys actually to put some questions in the Q a if you have any um so that we can allocate some time at the end to answer those so if you have questions about this stuff if you have questions about the program please feel free to put them in now so that I can turn them over to some other folks to answer those for you in just a second so here are some case studies What's um where AI has really grown and made an impact is in the beauty industry

so a lot of these case studies I have for you are actually beauty related because it's actually a lot of fun if you think about it right Sephora and other Beauty Brands are typically very experiential experience I can't use experiences again experiential brand and experiential uh locations so when people are going into Sephora they are typically trying on different colors of makeup for their skin tone different lip Shades maybe smelling different fragrances but it's very very high touch from how folks are interacting with products before they make decisions and so even five years ago Sephora

launched something called virtual artist which enables consumers to try on products virtually so it takes a picture of you or takes video of you and you answer a couple questions about your skin type your skin tone your skin goals and then it will give you recommendations based on this but it'll also allow you to try on products by utilizing filters and other things that um would allow you to see you know what a certain shade of lipstick might look like on your face for example um the chat bot got over 8 million engagements it helped

to increase Mobile sales by over 20 percent it reported for reported um double-digit increase in conversion rate for customers who try the product on which makes sense too right if you can kind of see what this lip gloss is going to look like on you before you buy it virtually you're more likely to purchase it and it had a 91 positive sentiment rate so consumers really loved it they love the fact that they could interact with technology in this way that would then um get them excited about a product and have them purchase it after

that I see a hand raise uh or I saw one so if you did have your hand raised you can you can also put your question in the chat or in in Q a um other things so in Southeast Asia um Sephora was seeing some differences with that though it wasn't seeing as much customer adoption so what it did was it took similar technology and it created a different way to deliver that content it created a step-by-step video that talked about um how to use this Ai and and gave it gave people a tutorial basically

on how to interact with this chat bot so that people could then try on makeup virtually and from that just from like an educational piece they were able to see an increase in user adoption an increase in the usage per user and an increase in in overall traffic to the virtual assistant overall so no matter what it's important to to know that educating your customers on how to use AI is important and being able to uh to ensure that they're using it responsibly is also a big part of this too so with that that's all

the content I had for you I'm wondering if you have any questions for me um Sweda you have a question about Sephora usage topic they do still have um VA and VR types of functionality both on their website and in the stores so it hasn't stopped it's just that when they first launched it in 2018 they saw adoption kind of in the in the U.S area and then when they tried to launch it in Southeast Asia kind of noticed that it wasn't taking off in the same way so that was kind of the main point

of that of that case study any questions for me about the content before I turn this over to my colleagues to talk about the program okay there is as I mentioned we're I mean we're still here but we we do have a quick feedback survey to provide to you so we're going to put that in the chat um would love to get your feedback before you guys hop off because we always love to know if this was useful to you as you know these are free webinars and so we take time curating this content for

you and delivering it and your feedback really matters um great I'm going to turn this over to acifa now to tell you a little bit more about the wart in our line course