Cloudy with a Chance of AI is back! This week we examine the adoption of artificial intelligence and machine learning in marketing, and how consumers are responding to these initiatives. Join Andrew Van Aken, Senior Consultant at Ogilvy, for the latest on voice, chatbots and automated ad buying to uncover what the successes and disappointments are for each technology.

1. Powered by
What’s Next:
Cloudy with a
Chance of AI
#7

2. Welcome
Andrew Van Aken
Senior Consultant
Ogilvy
Dayoán Daumont
Consulting Partner
Ogilvy Consulting

3. Tell us
where you
are dialing
in from!
What’s the weather
like in your city?

4. Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting

5. January 31, 2019 5
State of AI in
Marketing: 2019

6. January 31, 2019 6
1. General AI/ML Adoption
2. Adoption/Usage by channel
3. How to get started
4. Looking to 2019

7. January 31, 2019 7
General AI/ML in
Marketing

8. January 31, 2019 8
AI & Personalization
is the next big thing…
Source:Brightedge 2018 Future of AI and Marketing Survey

9. January 31, 2019 9
Source:Adobe 2018 Digital Trends
…and they go hand
in hand…

10. January 31, 2019 10
…especially in B2B
Source:Emarketer

11. January 31, 2019
11
But, AI is not prioritized by CMOs
Source: The CMO Survey Highlights and Insights Report-Feb-2018
To what extent is your company
implementing artificial intelligence
or machine learning into its
marketing toolkit? (1=Not at all,
7=Very highly)
Segment Current In Three Years
B2B Product 1.7 2.9
B2B Services 1.9 3.1
B2C Product 2.1 3.5
B2C Services 2.2 3.3

12. January 31, 2019 12
And the majority don’t
have plans to implement
AI
Source: Walker Sands State of March 2018

13. January 31, 2019 13
Despite it being an area
where AI can help most.
Source: McKinsey Notes from the AI Frontier
Industry
$Efficiencies projected to
be gained through AI
($trn)
$1.4 - $2.5
Supply Chain $1.2 - $2.0
Risk US $0.2
Services US $0.2
Marketing & Sales

14. January 31, 2019 14
Start small
Identify data assets
What is a business problem?
Start implementing
AI/ML

15. January 31, 2019 15
Voice Adoption

16. January 31, 2019 16
Smart speakers
have exploded in
growth
Source:eMarketer

17. January 31, 2019 17
The number of skills
has also exploded
Source:FastCompany, Amazon

18. January 31, 2019 18
With Amazon
leading the way
Source:Voicebot.ai

19. January 31, 2019 19
Causing enthusiasm
with marketers
Source: OnBrand/Bynder The 2018 State of Branding Report

20. January 31, 2019
“Nearly 60 percent of skills do not
have any ratings, and roughly 17
percent have only one review”
20
But actual usage is mixed
Source: Dashbot

21. January 31, 2019 21
People give up quickly.
Source: Techrepublic

22. January 31, 2019 22
Ratings are mixed
Source:Dashbot
Rating distribution of Alexa skills

23. January 31, 2019 23
Users typically
engage with simple
tasks
Source:Voicebot.ai

24. January 31, 2019 24
With the speaker
function being a
important feature
Source:Voicebot.ai

25. January 31, 2019 25
“Of about 50 million Alexa users, only
about 100,000 reportedly bought
something via voice interface more
than once.”
And haven’t used them to
buy things
Source: The Information

26. January 31, 2019 26
“Amazon is also looking to earn revenue
from Alexa users through advertising, but
the e-commerce giant hasn’t yet figured out
how to inject advertising into a voice
environment without compromising user
experience”- Digiday
Marketing landscape of
Alexa is in its infancy
Source: Digiday

27. January 31, 2019 27
Can this skill become a habit?
What consumer behavior am I influencing?
How can I build a prototype?
Voice
Things to consider

28. January 31, 2019 28
Chatbot Adoption

29. January 31, 2019 29
Facebook bots have
grown ~30x in 2 years
Source: Verge 2016, TheRegister 2017, VentureBeat 2018

30. January 31, 2019 30
Chatbot startups have also
seen impressive growth
Source: Crunchbase

31. January 31, 2019 31
“Of the marketing decision-makers we
surveyed, 7% are currently using AI-
powered chatbots”
Marketers have yet to
dive in
Source: Freedman International

32. January 31, 2019 32
“In our survey, we found that 15% of
consumers have used chatbots to
communicate with businesses in the
past 12 months.”
Source: Drift State of Chatbots 2018
Consumer use is small

33. January 31, 2019 33
And consumers expect
limited functions
Source: Drift State of Chatbots 2018

34. January 31, 2019 34
What can I learn from the data now?
Is my chatbot solving a need?
Can I improve it over time?
Chatbot
Things to consider

35. January 31, 2019 35
Ad Buying

36. January 31, 2019 36
Albert AI made
news with
automated ad
buying
Source: AdExchanger

37. January 31, 2019 37
336% ROAS
37% increase in overall website sessions
20x increase in social purchases
155% increase in revenue
And showed
significant results
Source: Albert.ai

38. January 31, 2019 38
Volkswagen switched to Blackwood
Seven, a Danish media agency that
uses AI and predictive analytics to
forecast ad spend decisions
Increased car sales between 14 - 20%
in some campaigns
As well as Volkswagen
Source: AdAge

39. January 31, 2019 39
Albert recorded $1.7mn in revenue
for 2017, with several pilot
projects for 2018
But adoption is small
Source: Albert.ai

40. January 31, 2019 40
“It’s still in its infancy.” Krick said
most of Essence’s clients are still
learning about AI through pilot
programs or research.
Brian Krick, EVP of global media
planning at WPP GroupM’s Essence
Source: Digiday
But adoption is small

41. January 31, 2019 41
Am I already implementing ML but don’t know?
Engage your media agency about AI/ML
Run a test campaign with automation
Ad buying
Things to consider

42. January 31, 2019 42
What’s on the horizon?

43. January 31, 2019
Ç
43
Holding
companies
projects need to
show ROI
Source: Publicis, Omnicom

44. January 31, 2019 44
Alexa only gets better
Source: WSJ

45. January 31, 2019 45
Source: Omnicom Q2 2018 Earnings Call
Salesforce
Attribution?

46. January 31, 2019 46
AdGan

47. January 31, 2019 47
AI becomes easier
to implement

48. January 31, 2019 48
That’s it!
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https://www.andrewvanaken.com/newsletter
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49. Questions?
Andrew Van Aken
Senior Consultant
Ogilvy
Dayoán Daumont
Consulting Partner
Ogilvy Consulting

50. Thank you.