Given how rife 2017 was for controversy in the marketing industry, AI winning out as the marketing word of the year against topics like transparency is surprising. This year has seen a handful of big-name advertisers, including Procter & Gamble and Unilever, trim back their spending on digital media as the channel's proved rife with non-transparency and murky business practices. P&G's Chief Brand Officer Marc Pritchard also sparked industry-wide discussions that have extended throughout the year about these subjects and also the need for ad vendors to receive third-party media accreditation from watchdog groups like the Media Rating Council. The ANA news signals that, even as marketers and members of the media get caught up in the industry's churn, many professionals are placing their focus on emerging technology to drive business results and innovate their strategies. AI offers promise in managing the massive amount of data marketers now accrue on their customers and in helping them create and deploy highly personalized campaigns.
Machine learning has become hot this year and suppliers are investing research and development into using machine learning in the supply chain. But in a conversation with Michael Farlekas and John Lash – the CEO and VP of Product Marketing at E2open - I was reminded of the fact that machine learning in the supply chain is not a new technology. Last year E2open acquired Terra Technology. Terra has been using machine learning to power their demand management and demand sensing applications since 2004.
As described in a recent Wall Street Journal article, Unilever's recruiting in the past had centered primarily around eight college campuses and the usual resume collection. According to Unilever, The Wall Street Journal reports, according to Unilever, that "Eighty percent of applicants who make it to the final round now get job offers, and a similar number accepts." They were not, however, all represented in the actual hires, which amounted to about 200 positions for the US and Canada, according to the figures in the Wall Street Journal report. The Wall Street Journal reports that other organizations including Goldman Sachs Group and Walmart Stores' Jet.com are using similar digital tools in recruitment.
The European hair care market clocked revenues worth USD 18 billion in 2013; it is anticipated to generate revenues worth $24 billion in 2018. Recently L'Oréal presented its flagship connected beauty innovations at Viva Technology Paris show held at Porte de Versailles in Paris from 15–17th June 2017.Five of it's Group's brands -- Lancome, Kérastase, L'Oréal Paris, La Roche-Posay and L'Oréal Professionnel -- showcased how they leverage advanced digital technologies to create personalized services for consumers. L'Oréal also discovered the new version of sun care innovation My UV Patch by La Roche-Posay, L'Oréal Group's dermatological skincare brand, designed as a wearable,the first stretchable skin sensor designed to monitor exposure to UV radiation(sun rays) minimizing the frequency of sun burns and to select the right sun protection based on user's skin type. The wearer simply scans the patch with his or her smartphone to determine the wearer's daily sun exposure.Thanks to the specific algorithm, the application uses graphs and statistics to provide advice on or optimal sun protection.It also takes account of hair and skin color into consideration and offers personalized UV protection recommendations.The app alerts the user when UV protection becomes insufficient.This ultra-thin self-adhesive patch comes fitted with an electronic sensor and analyses how much UV radiation the body receives.
For the past year, Dutch-British consumer goods giant Unilever has been using artificial intelligence to hire entry-level employees, and the company says that it has dramatically increased diversity and cost efficiency. Instead of sending representatives to elite universities, collecting resumes, and arranging follow-up phone interviews for the students that stuck out, Unilever has partnered with digital HR service providers Pymetrics and HireVue to completely digitize the first steps of the process. The "balloon game" measures a candidate's relationship to risk. Unilever's North American head of HR, Mike Clementi, said that his team is still finding ways to further refine the process, to ensure that candidates have an enjoyable experience that is unique to Unilever, and one that is not overly mechanized.
Traditionally, the hiring process has meant plenty of face-to-face interaction with candidates, with managers using interviews to narrow their candidate pools. Dutch-British Unilever, one of the largest consumer goods companies in the world with over 400 brands, is experimenting with a process that relies on artificial intelligence and an algorithm to recruit and sort job applicants. Unilever's new way of recruiting and sorting applicants works like this: Unilever has programmed their technology to measure specific elements, such as vocabulary, facial expressions and question response speed. Unilever isn't alone in bringing artificial intelligence and algorithms into the hiring process.
Called Deodorant Hanger MS, the gadget is said to reduce odor intensity within 5 hours and the Japanese firm claims it works especially well to eliminate the smells of smoke, sweat and grilled meats. The system requires a power source and is equip with a unique cable that is plugged into a wall outlet, but the device also includes pack for batteries in case users are without an electrical socket. The system requires a power source and is equip with a unique cable that is plugged into a wall outlet, but the device also includes pack for batteries in case users are without an electrical socket. Called Deodorant Hanger MS, the gadget is said to reduce odor intensity within 5 hours and the Japanese firm claims it works especially well to eliminate the smells of smoke, sweat and grilled meats.
Candidates learn about the jobs online through outlets like Facebook or LinkedIn and submit their LinkedIn profiles -- no résumé required. For example, the game that tests risk gives users three minutes to collect as much "money" as possible using this system: clicking "pump" inflates a balloon by 5 cents; at any point, the user can click "collect money"; and if the balloon pops, the user receives no money. The "balloon game" measures a candidate's relationship to risk. Unilever had exceptional employees in different roles play the games and used their results as a benchmark to measure new candidates against.
Curtis: "A narrow AI is called narrow because it's usually focused on one specific task, where as a general AI would be able to be good pretty much any task thrown its way. Let's take a look into one business that developed an incredibly helpful, narrow AI tool to help solve a huge business headache for a multinational company. Building out an AI to help reduce our workload starts with finding a cognitive problem that needs a solution." This person was tasked with sort of trying to help researchers and engineers and people within Procter and Gamble work together more effectively and more frequently."
"AI is offering retailers new ways to make shopping hassle free. Modern cognitive systems can understand, reason, learn and interact in similar ways to a human being. "KalaniBot will get smarter with use and is designed to interact in a conversational way like the real person, learning more about fans, asking them questions and then driving CoverGirl coupon downloads." And, paradoxically, AI can personalise experiences without needing necessarily to know any personal information at all, merely by looking at online behavioural patterns," says Sentient Technologies' Mr Epstein.