Bots vs. Content Managers – Making Sense of Artificial Intelligence

A presentation at Congres Content Marketing & Webredactie in November 2016 in Utrecht, Netherlands by Nick van der Linde

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@nickvanderlinde Bots vs.

Content Managers Making sense of artificial intelligence

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@nickvanderlinde Congres Content Marketing & Webredactie Nick van der Linde Creative lead

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@nickvanderlinde Congres Content Marketing & Webredactie

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@nickvanderlinde Congres Content Marketing & Webredactie “Artificial intelligence” ”Machine learning” ”Cognitive computing” ”Neural systems”

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@nickvanderlinde Congres Content Marketing & Webredactie (Also: OMG will robots take over my job? ! ) How can we use AI to   design and build better   digital products?

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@nickvanderlinde Congres Content Marketing & Webredactie Why AI is exciting

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@nickvanderlinde Congres Content Marketing & Webredactie

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@nickvanderlinde Congres Content Marketing & Webredactie Credit: Brad Frost

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@nickvanderlinde Congres Content Marketing & Webredactie We believe the future is   about less interactivity,   not more.

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@nickvanderlinde Congres Content Marketing & Webredactie Smart   Reply

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@nickvanderlinde Congres Content Marketing & Webredactie Title Text

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@nickvanderlinde Congres Content Marketing & Webredactie

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@nickvanderlinde Congres Content Marketing & Webredactie Design system

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INSIGHT @nickvanderlinde Congres Content Marketing & Webredactie Context-awareness allows us to design much smarter, more relevant user experiences.

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@nickvanderlinde Congres Content Marketing & Webredactie

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INSIGHT @nickvanderlinde Congres Content Marketing & Webredactie Artificial intelligence allows us to fundamentally reimagine today’s   screen-based interactions.

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@nickvanderlinde Congres Content Marketing & Webredactie Desktop interfaces Natural language interfaces Mobile interfaces

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@nickvanderlinde Congres Content Marketing & Webredactie Natural language interfaces will radically change how we interact with technology.

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@nickvanderlinde Congres Content Marketing & Webredactie How will this change our work?

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@nickvanderlinde Congres Content Marketing & Webredactie

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@nickvanderlinde Congres Content Marketing & Webredactie 35% of jobs are at high risk of computerisation over the next 20 years” Michael Osborne, Carl Frey, Oxford University “

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@nickvanderlinde Congres Content Marketing & Webredactie Wait, I’m a creative!

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@nickvanderlinde Congres Content Marketing & Webredactie Title Text https://thegrid.io

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@nickvanderlinde Congres Content Marketing & Webredactie

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@nickvanderlinde Congres Content Marketing & Webredactie Google can now describe images with 94% accuracy” https://www.engadget.com/2016/09/23/googles-ai-is-getting-really-good-at-captioning-photos/ “

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@nickvanderlinde Congres Content Marketing & Webredactie

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@nickvanderlinde Congres Content Marketing & Webredactie

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@nickvanderlinde Congres Content Marketing & Webredactie The future is hyper-personal

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@nickvanderlinde Congres Content Marketing & Webredactie Hyper-personal content Artificial intelligence Personalised   content Wikipedia New York Times Twitter

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@nickvanderlinde Congres Content Marketing & Webredactie Instead of one story with a million page views, we’ll have a million stories with one page view each.” Robbie Allen, CEO, Automated Insights “

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@nickvanderlinde Congres Content Marketing & Webredactie

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@nickvanderlinde Congres Content Marketing & Webredactie

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@nickvanderlinde Congres Content Marketing & Webredactie Hyper-distributed content Personalised   content Browsers AR / VR Wearables Voice Chat Cars Notifications Artificial intelligence

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@nickvanderlinde Congres Content Marketing & Webredactie 1. AI will increasingly be able to create highly personal content by mashing up existing content and data points

AI will increasingly determine what content will show up where, based   on what it knows about users Summary

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@nickvanderlinde Congres Content Marketing & Webredactie How do we   stay relevant?

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@nickvanderlinde Congres Content Marketing & Webredactie A few ideas on the role   of content managers in a world of algorithms…

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@nickvanderlinde Congres Content Marketing & Webredactie Create content that’s easily reusable 5 1

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@nickvanderlinde Congres Content Marketing & Webredactie Browsers AR / VR Wearables Voice Chat Cars Notifications +

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@nickvanderlinde Congres Content Marketing & Webredactie

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@nickvanderlinde Congres Content Marketing & Webredactie Using meaningful, semantic HTML will   make your content future-proof

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@nickvanderlinde Congres Content Marketing & Webredactie •

▪ hAtom - blog posts, articles •

▪ hCalendar - events •

▪ hCard - people, organizations, contacts •

▪ hListing - listings for products or services •

▪ hMedia - media info about images, video, audio •

▪ hProduct - products •

▪ hRecipe - cooking and baking recipes •

▪ hResume - individual resumes and CVs •

▪ hReview - individual reviews and ratings Microformats!

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@nickvanderlinde Congres Content Marketing & Webredactie

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@nickvanderlinde Congres Content Marketing & Webredactie

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INSIGHT @nickvanderlinde Congres Content Marketing & Webredactie Paying attention to semantics and meta-data will help AI to   put your content to use

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@nickvanderlinde Congres Content Marketing & Webredactie Think about   input & output 5 2

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@nickvanderlinde Congres Content Marketing & Webredactie Artificial intelligence   is about content and design as much as it is about engineering.

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@nickvanderlinde Congres Content Marketing & Webredactie Things to consider: • Data quality • Data relevance • Ethics Things to consider: • Output format • Tone of voice • User experience Algorithm Input Output CALENDAR Things to consider: • Quality • Potential bias

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INSIGHT @nickvanderlinde Congres Content Marketing & Webredactie AI requires intense collaboration between content specialists, designers and technologists.

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@nickvanderlinde Congres Content Marketing & Webredactie Build in   affordances 5 3

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INSIGHT @nickvanderlinde Congres Content Marketing & Webredactie As stuff increasingly happens “under the hood”, building in affordance will go a long way toward preventing disaster.

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@nickvanderlinde Congres Content Marketing & Webredactie Keep playing around 5 Keep playing around 4

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@nickvanderlinde Congres Content Marketing & Webredactie

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@nickvanderlinde Congres Content Marketing & Webredactie LABS

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INSIGHT @nickvanderlinde Congres Content Marketing & Webredactie Take the time to fool around, and try new things outside of your “regular” projects

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@nickvanderlinde Congres Content Marketing & Webredactie 1. Create content that’s easily reusable

Think about input and output 3. Build in affordance to prevent disaster

Keep playing and experimenting Key take-aways

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@nickvanderlinde Congres Content Marketing & Webredactie Going forward

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@nickvanderlinde Congres Content Marketing & Webredactie Bots vs.

Content Managers M This is the wrong way to look at it

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@nickvanderlinde Congres Content Marketing & Webredactie ✓ Nuance ✓ Abstraction ✓ Storytelling ✓ Breaking rules ✓ Judgment ✓ Precision ✓ Computation ✓ Memory ✓ Working quickly ✓ Perseverance + Together, we make a great team

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@nickvanderlinde Congres Content Marketing & Webredactie

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@nickvanderlinde Congres Content Marketing & Webredactie How will you make   robots work for you?

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@nickvanderlinde Congres Content Marketing & Webredactie Thank you! 1 @nickvanderlinde nvanderlinde@mirabeau.nl