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· Web Summit,Technology,AI

"Success in creating effective AI, could be the biggest event in the history of our civilisation. Or the worst. We just don’t know."

With these words, Stephen Hawking opened Web Summit 2017, which took place in Lisbon at the beginning of November. Four attendees from Aitarget presented our innovative AI-powered platform called Creative Analytics, and gathered highlights from "Europe’s Largest Technology Marketplace". Our team has analyzed the most-debated trends and is happy to share with you the hot tickets of 2017 and peep into 2018 in three features. Our first is dedicated to technology, and AI in particular.

Anita Koimur, Head of Business Development, has her finger on the marketing planet's pulse and finds the healthiest directions for Aitarget’s development.

"There were many incredible people at the conference, but some stood out to me the most. One of them was Brian Krzanich, CEO at Intel, who talked about AI in Software Robotics, the evolution of data, and the future of technology. Data is one of the most valuable commodities on the planet: it transformed the 20th century and will transform the 21st century. Mr Krzanich invited us to think about common things - cars, for example - and then reimagine how they will change in time. Cars of the future will have AI as fuel, and data will be driving those vehicles. Everyone aboard?”

Reinforcing Mr Krzanich’s thoughts, Elon Musk recently revealed the implementation of custom AI chips for Tesla and made it clear that Tesla is serious about AI, both on the software and hardware.

A few months earlier Uber CEO Travis Kalanick said he plans to make the company’s fleet driverless by 2030.

"Or take any sport, and again, think about it in the context of AI. Mr Krzanich talked about Intel’s partnership with La Liga, Spain’s top professional football division, and their project to install cameras around the stadium to create the full 360 degrees game replay experience. This is Immersive Media, the future of sports.”

Immersive Media opens up enormous opportunities for brands and will be utterly beneficial in social strategies. As consumers get immersed into the world of the brand-manufactured reality, AR hosted and built-on social media platforms make users believe they are able to do anything, be anything, be anywhere, anytime.

"Another speaker I would like to talk about is Antoine Blondeau, Co-Founder and Chairman at Sentient Technologies. He talked about AI-powered society, and what it looks like. AI is everywhere today, in the most common of things (think Siri or Uber). Deep learning is what drives AI development, but deep learning has limitations as data networks consume a lot of data. The question is, how do we scale AI? The human body can adapt to completely new threats, but what about AI?”

"The answer is simple: in the future, algorithms will self-learn. Imagine if the virtual world could dynamically adapt to you in real time. Or if we could use self-evolving AI to evolve the virtual world.”

For Facebook, the future is already here: its advertising based on the actual behavior of online users is a leading concept. For example, if you are looking for a new car, Facebook’s dynamic ads for auto will calculate the most relevant vehicles in real-time and you will only see such offers. This approach drastically increases the conversion rate. Facebook is capable of adapting to users’ emotional state, adjusting in sponsored messages the smallest things like headlines and colors.

Daria Vladimirova, Account Manager, industriously guides clients through the Facebook ad maze.

"Consideration of user experience is key to doing business and advertising. Making the consumer journey short and seamless was widely discussed during the summit. One of the key points was noted by Facebook Messenger VP Stan Chudnovsky while discussing if AI may replace humans in messaging communications. As he stated, conversations between people and businesses keep migrating towards messaging platforms. AI and chatbots have significantly simplified the process of reaching out to businesses for consumers, and made conversations more efficient, empowering people and businesses with ways to build better relationships globally."

In July 2017 Facebook Messenger ads went global, offering businesses of every size the opportunity to extend their reach to people in Messenger. In November 2017 Facebook reported that, according to a Nielsen study, 63% of people said their messaging with businesses has increased over the past two years, and 67% expect to message businesses even more over the next two years. The tendency is evident.

Andrei Babii, Head of Performance Team and guru of automation strategies, manages to keep up with the myriad updates being rolled out every day in Facebook and Snapchat advertising tools.

"To sum up the speculation about AI during the summit, I would like to quote Michael Kassan, the founder and CEO of Medialink, who compared it to “the social media of seven years ago”. Back in 2010 social media was a fearfully discussed topic, and look how we handle social networks now. He projected the same to AI: we’ll be investigating it questionably for a while, but in a few years we will embrace it.”

We shall see if Mr. Kassan is right. Meanwhile keep reading: in our next feature dedicated to the future of marketing we will share his opinion on the world’s best marketer.

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