Transformative tech: What to expect from AI in 2018
It’s official: artificial intelligence has arrived. But how will this disruptive technology transform businesses in the near future?
After more than a few false starts, artificial intelligence (AI) is finally here, and it’s powerfully disrupting the way business is done. We don’t need to ask if or when businesses will adopt AI – the question is where and how widely it will be employed.
AI is already a big player in the technology industry. In particular, there is a growing use of AI in IT’s backroom functions like cybersecurity and tech support. A Tata Consultancy Services (TCS) survey of 835 company executives found that nearly half of respondents were using AI to detect and fend off intrusions – the most frequent use of the technology. But a number of other industries are also opting for AI.
Worldwide spending on cognitive and AI systems is expected to reach $12.5 billion this year, according to IDC, a whopping increase of 59.3 percent over 2016. Much of this growth is powered by use cases like the examples above. But there’s another area where AI is rapidly being adopted: automated customer service agents, or chatbots as they’re more commonly known.
Customers now expect AI to be used by companies and they are comfortable interacting with the technology (up to a point). Research from HubSpot found that nearly half of people are happy with the idea of buying products from a chatbot. Perhaps more importantly, 40 percent of respondents said they were indifferent about receiving customer support from either a chatbot or human – provided they got the help they needed fast and easily.
Dealing with data
Whether patrolling a computer network for intrusions or trawling through financials for signs of fraud, AI is most often employed to intelligently handle vast amounts of data quickly. “AI is best deployed in companies with significant amounts of data and robust data systems,” says Andrea Walsh, Isentia’s CIO.
Gartner predicts that, in 2018, half a billion users will save two hours a day as a result of AI-powered tools. Every time a business gains efficiencies, it saves money – and that is AI’s chief benefit.
AI’s smarter processing power is also helping companies generate more quality leads on new customers, using IBM’s Watson AI, for example. Finding, contacting and closing new sales is a time and resource-heavy activity. But AI-based sales assistants can tirelessly work on reaching out to people, while intelligently analyzing data on leads. This can then be effectively communicated with point-of-sale staff.
When employees hear the word “efficiency,” they often assume it will lead to lay-offs. While there is no question that some jobs will be replaced by AI programs, the naysayers are largely exaggerating their mass-redundancy predictions.
AI is a data-cruncher, and it is often employed to take care of something that didn’t even exist 30 years ago: big data. When it accomplishes its analysis, a human is still needed to interpret the results, such as in cybersecurity and anti-fraud scenarios. Even in the case of customer service chatbots, these will mostly be applied to routine queries and simple support functions, augmented by human representatives for complex problems. “AI should not stand alone as a technology,” say Walsh.
Enhancing existing infrastructure
As with all industrial revolutions, AI will create jobs even as it replaces them. There are already glaring shortfalls in STEM-trained employees across the world, and that’s likely to continue as the rapid pace of technological transformation outruns educational reforms. But eventually, new generations will be trained and educated to do jobs created by innovative technologies like AI.
Any business can benefit from AI programs, but when it comes to how broadly they adopt AI, companies need to look at how the technology can augment their existing capabilities. Instead of replacing staff, current AI should be used to support them and put their invaluable human minds to the best use, saving tedious, data-crunching work for the machines. For customers, AI needs to be a helpful, timesaving addition to their experience, and companies should never try to create the false impression that a human is doing the work. People are ready for AI; companies need to be too.
Big data is more than just a buzzword. It’s one of the biggest challenges and opportunities facing almost every industry, business and brand today. With the potential value that it holds, investment in big data, machine learning and AI will be crucial for any business that wants to remain relevant through the ages.
Big Data
noun: extremely large data sets that may be analysed computationally to reveal patterns, trends, and associations, especially relating to human behaviour and interactions.
Each day 2.5 quintillion bytes of data is generated – a number that continues to grow exponentially. While we have seen improvements in the collection of data over recent years, the ability to synthesize meaning from this data is demanding more from engineers and their technology than ever before.
The problem that we face is sorting through these huge chunks of data to separate the noise from what is important to individuals and their organisation. While automation has offered speed, simplicity and efficiency, the ‘why’ is where the untapped value and excitement lies.
“Contextualisation is key. It's not about just collecting data, it’s about how that data can provide clear information that enables and inspires action”
Richard Spencer, Chief Marketing Officer at Isentia.
Rather than reflecting on past performance, answering the ‘why’ has the potential to lead action that focuses on influencing the tomorrow. Beyond big data, the 'why' behind AI and machine learning may raise new questions. For instance the wider interplay behind machine learnings ability to translate to a language without any knowledge or assumptions about that language.
As teams start to ask these questions, the data starts to be reimagined. The perception of a data point transforms into breadcrumbs of a narrative that can tell a bigger story, and ultimately influence our thinking.
The question is, when big data becomes manageable and meaningful – how fast will it move into being predictive? And even beyond this, be able to simulate what is ‘likely’ to happen.
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Blog
From Complex To Context
Big data is more than just a buzzword. It’s one of the biggest challenges and opportunities facing almost every industry, business and brand today. With the potential value that it holds, investment in big data, machine learning and AI will be crucial for any business that wants to remain relevant through the ages.
If your New Year’s resolution is to get ahead of the tech curve, you’re in luck.
As artificial intelligence (AI) transitions from novel to normalised in 2018, there are many ways you can integrate advanced technology into your day-to-day life, making you more productive at work and at home. Andrea Walsh, one of Australia’s most successful CIO’s, shares tips on how everyone can use machine learning to squeeze more out of the day.
Decision making
You may not trust a computer to make important decisions for you, but it can help guide your choices. Committed to read more in 2018? Amazon will analyse your previous purchasing behaviour to recommend books you might like. If you’d simply like to reconnect with old friends or spend more time with new ones, Facebook will flag friend suggestions for you. If you’re in the market for a new job this year, let LinkedIn’s algorithms suggest jobs you may be interested in or people you should be networking with. Embrace these tools to help cut through the noise and then use your own insight to make decisions on a narrowed, personalised field.
Be more punctual
If you are perennially late and have vowed to be more punctual in 2018, Google Maps is your new best friend, helping you avoid time-sucking activities like getting lost in parking lots or being caught in heavy traffic. Using data from your smartphone, Google is able to provide you with directions to where you parked your car. On the road, Google will analyse your position together with anonymised data from other smartphones to suggest the fastest route to your destination. If driving full-stop is your peeve, then you will be pleased to hear that California authorities will allow self-driving cars to be tested alongside cars driven by humans on roads this year. Experts predict this could result in a 90% reduction in accidents (which will arouse all sorts of ethical debates as to whether humans will still be able to drive cars), 75% less cars on the road and reduce the work commute by almost half.
Boost creativity
With the rise of machine learning comes the fear of job losses. “The development of full artificial intelligence could spell the end of the human race,” Stephen Hawking told the BBC.
An Oxford University survey suggested that 47 per cent of the world’s jobs could be replaced within decades. Autonomous cars present one example of how jobs in transport and logistics may be replaced by robots. With this uncertainty comes the understanding that routine work is far more likely to be automated than jobs requiring skills like creativity or emotional intelligence. Machines may be adept at processing large volumes of data, but they can’t make insightful or creative decisions. The good news is that as machines become smarter, humans are freed from mundane tasks and can become more creative. If you’re in a small business, using accounting products like Xero to manage your financial reporting. This allows you to turn your attention to business boosters like problem solving, improving customer service or creating new products. If you’re in big business, tools like Amazon Transcribe or Amazon Translate can perform laborious tasks like producing and translating documents with lightning speed and accuracy, allowing you to focus on big picture thinking like strategy and profitability.
Stay on top of current affairs
In my work at Isentia, we use machine learning to process seven million news items each day. Not long ago this was a task relegated to humans with the mind-numbing task of flipping through newspapers in search of stories that might relate to a client. Machines trawl video, audio and digital content across more than 5,500 new sites at a rate of 234 stories per second and present meaningful summaries to clients in real-time. Whether a story breaks on Twitter and then spills across news platforms and onto television and radio, machine learning can track and analyse how a story evolves with 99% accuracy. Use these tools to stay on top of the issues or people relevant to your industry – in real time.
Make your mark in 2018
The robots aren’t ‘coming’, they are well and truly here. Without realising, we interact with ‘smart’ technology at almost every touch point of our daily lives. As a technologist, I am excited by machine learning not only because I see its profit boosting value, but also for how much it can improve our working lives each and every day.
If you learn one thing this year, take the time to discover how AI can help you be a more creative and productive version of you in 2018.
Headquartered in Sydney, Australia, Isentia is a media intelligence company operating since 1982. The company is backed by over 1,200 employees with 18 offices across Australia, New Zealand, Asia, Europe and the US. Isentia provides more than 5,000 clients, including many of the world’s leading brands, companies and governments, with media intelligence software and services that help drive more informed and timely business and communication decisions.
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Tips For Success: Make A Robot Your Partner In Crime In 2018
As artificial intelligence (AI) transitions from novel to normalised in 2018, there are many ways you can integrate advanced technology into your day-to-day life, making you more productive at work and at home.
The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals, with people facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences.
What’s driving the cost of living concerns?
A range of factors are driving the cost of living in Australia, with some having more of an impact than others. Using data from our sister company, Pulsar, inflation (as the overarching issue) is gaining the most media coverage as the price of goods and services continues to increase over time.
Source: Pulsar TRAC, 1 Jan - 30 Jun 2023
The chart also shows the rise in energy costs, interest rates, and housing prices (rent and mortgage prices) as other main drivers for cost of living concerns. As energy prices continue to increase, households are feeling the pinch as their expenses soar. And when it comes to housing, whether it's the skyrocketing rent or the burden of increasing mortgage payments, many individuals and families are finding it increasingly challenging to secure affordable accommodation.
Let’s take a closer look at these topics.
Energy fuels the discussion
Energy sources and prices are hot topics in the media, impacting households, affordability, and vulnerable populations. But a troubling discrepancy emerged in the May 2023 Budget: businesses got more attention than households in energy relief measures. Surprisingly, only 13% of media coverage focused on the struggles faced by individuals, while a whopping 29% centered around the politics and policies of Australian businesses. This raises valid concerns about whether the media is truly addressing the needs of Australian communities.
Sectors feeling the heat of media scrutiny
Media outlets play a crucial role in shaping public opinion and influencing the cost of living. When it comes to specific energy sectors, they have become the subject of intense media scrutiny. Data from our Energy Transition report shows that coal and gas are in the hot seat, with a significant portion of media coverage - 43% for coal and 26% for gas - dedicated to discussing these fossil fuels. This media focus highlights the ongoing conversations surrounding the environmental impact of coal and gas, their contribution to climate change, economic considerations, and the urgent need for policy changes to transition to cleaner energy sources.
Feeling the pinch
The cost of living crisis goes beyond numbers; it’s intertwined with the housing market and interest rates. Escalating housing costs, fueled by rising prices and interest rates, can put immense strain on household budgets, leading to financial stress and widening economic inequality.
But the conversation doesn't stop there. The story behind the data is clear: the cost of living is an issue that affects us all, and the media plays a crucial role in shaping and amplifying the conversation. Google searches and social media activity reflect people’s ongoing concern about the weight of living expenses, especially around RBA announcements. Anxiety emerges as a dominant theme, with a staggering 93% of media coverage highlighting the keyword.
Source: Isentia (print, online, broadcast), Pulsar TRENDS (Twitter), Google Trends, May 1 - July 30 2023
Data from the Australian Bureau of Statistics shows living costs have reached an all-time high. Over the past 12 months, all living cost indices have risen between 7.1 percent and 9.6 percent for all households, compared to a 7 percent annual increase in inflation.
The difference largely stems from living cost indices taking into account mortgage interest charges. Housing and interest rates have been the largest contributors to the rise in the cost of living, with home owners feeling the pinch from rising mortgage payments and renters feeling the brunt of it. According to the RBA, the average mortgage size in Australia has increased by 38% in the past decade. According to Pulsar data, unsurprisingly, 84% of Australians are left feeling sad about the cost of living.
Influential figures shaping the conversation
Data from the Pulsar Platform gives a visual snapshot of how several Australian and foreign individuals and groups are influencing the conversation, including politicians, economists, consumer advocacy groups, and business owners.
Source: Pulsar TRAC, 1 Jan - 31 May 2023. Influential people and organisations
Unsurprisingly, the Australian Labor Party (ALP) holds significant influence when it comes to shaping the cost of living conversation in Australia’s political landscape. As the governing body in Australian Parliament, their policies and initiatives subjectively bear the everyday Australian in mind, aiming to tackle the affordability challenges that many face. The ALP resonates with citizens worried about rising living costs due to its focus on income inequality, social justice, and fair economic policies. But are they doing enough?
Treasurer Jim Chalmers, along with other influential ALP members including Prime Minister Anthony Albanese, Chris Bowen, and Mick de Brenni, are leading the conversation in an effort to alleviate living expenses and promote income growth. Despite their desire to achieve these outcomes, the public outcry on Twitter shows the frustration Australians are feeling. The Prime Minister and Treasurer are in the firing line, with the public urging more action on the cost of living crisis.
How media intelligence can help you navigate the cost of living
Advocacy efforts can be significantly enhanced through the use of social listening and media monitoring. These tools allow you to effectively navigate the dynamic narratives surrounding the cost of living. By tailoring your advocacy approach, you can foster a more equitable and sustainable solution that brings positive change to communities and influences public opinion.
Additionally, by staying well-informed about the ongoing public discourse and trending discussions related to the cost of living, you can develop compelling communication strategies that effectively inform and engage your stakeholders.
Curious about how media intelligence can enhance your communication strategies to connect with your audience? Request a demo here, and our expert team will reach out to help you develop your communication strategies.
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Blog
The Story Behind the Data: Navigating the Cost of Living
The rising cost of living is not just an issue in Australia but a global concern that affects countless individuals. Within our shores, people are facing the daunting challenge of affording basic necessities while striving to maintain a decent standard of living. It’s a topic that can touch a nerve for many, but it’s also a dynamic conversation that drives the media, public opinion, and individual experiences.
Media's Lens: Framing the FIFA Women's World Cup Narrative
The FIFA Women's World Cup has taken centre stage as well as global communication strategies, drawing global attention as the media employs key themes to shape perceptions and illuminate the tournament's core values. From Viewing & Enjoying to Women in Sports, Rankings, Cultural Inclusivity and Representation, Marketing and Advertising, Community and Economy, these themes underscore the event's significance, lofty ambitions, and the collective aspiration for soccer's unifying power.
The media focuses on the excitement surrounding the game, not only because it echoes fans' optimistic expectations for the future of women's sports but also because this is entertainment with genuine fandoms. This strategic coverage not only provides professional athletes with a global platform to broadcast their values to the world but also weaves the Women's World Cup narrative into a vibrant tapestry of empowerment, inspiration, and unity, establishing an influential precedent for the evolution of women's sports.
Studying how news media engage viewers provides insights for organisations aligning their messaging with audience expectations. While WWC promotes women in sports, news media prioritise entertainment and women athletes. A tournament, usually hosted in inconvenient time zones, excites Australian and New Zealand non-sports and sports fans alike, emphasising the value of a localised global platform backed by the media.
Media trends drive organisations to adjust communication strategies. It signals organisations/brands to re-strategise their communications strategy when they observe media and viewer trends and their flow-on effects. For example, media coverage of the cup, focusing on its entertainment value rather than gender, and reporting on ratings, excitement, and atmosphere, demonstrates to organisations that it is a worthwhile channel to invest in and align their communications with.
Brand Strategies: Engaging Audiences Amidst the Soccer Spectacle
As the FIFA Women's World Cup captivates global attention, it becomes an arena for strategic brand engagement. Our friends at Pulsar provided key audience intelligence insights, helping us bridge the gap between news coverage and audience engagement. The tournament serves as a stage for brands to showcase their commitment to women's sports and connect with passionate fans on a deeper level with their messaging. Among these, a select few stand out, employing unique strategies, like broadcast presence, social engagement and news pickups, to drive forward their values while resonating with WWC’s diverse audience segments. These organisations took advantage of a phenomenon with broad appeal and positioned themselves to represent the themes driven by news media.
McDonald's and Social Engagement – Empowering Fan Participation and Interaction
McDonald's turns its spaces into soccer havens, fostering community engagement through earned content using social media ops and iconic backdrops. Macca's All Stars and personalised collectible cards connect fans, while initiatives like Macca’s Swings infuse playfulness. The Panini Football Stickers Happy Meal celebrates women's football by building fan dream teams.
Lays and Broadcast Presence – Amplifying the Thrill of the Game
With the biggest investment in TV ads for women's sports, Lay's "Taste of Greatness" commercial marks a historic partnership, fueling the excitement of the game. The #LaysGOALdenGiveaway transforms goals into winning opportunities, while the Ultimate Watch Parties and Fan Quest showcase the lively fan culture, bringing supporters together. Lay's top investment in women's sports aligns with how news media and audiences perceive women's sporting events.
Google Pixel and News Pickup – Highlighting Visibility and Advocating Equality
Google Pixel amplifies visibility with the "unblur" function and the campaign message of seeing individual players' diverse stories, thus advocating for gender equality. Partnerships with football associations and players empower Pixel FC members, while the advanced camera and AI technology enhance fan experiences, uniting fans on and off the field.
By exploring these communication strategies, we discover how the FIFA Women’s World Cup goes beyond being just a sporting event. It becomes a symbol of unity, inspiration, and a demonstration of the messages that resonate with audiences.
Sam Kerr: Icon of the Game and Her Diverse Fan Base
Sam Kerr's journey from aspiring athlete to global sensation exemplifies her exceptional talent and unwavering work ethic. Her iconic status isn't solely due to athleticism; Sam Kerr's genuine authenticity and relatable qualities forge connections with diverse supporters, as seen in the primary fan segments listed above. Her public image highlights how news coverage prioritises entertainment, appealing to a wider audience rather than just sports fans or those with a pro-women agenda.
Organisational messaging can use this to bring their purpose to a wider community. This illustrates a profound connection between the themes the news media emphasise and the messaging organisations should strive for, as demonstrated by Sam Kerr's influence.
Sam Kerr's influence spans diverse groups, including young women who are inspired by social influencers like Tanya Burr, dedicated sports fans who admire her tenacity, and the LGBTQIA+ community who identify with her. Understanding the most popular platforms and channels of her audience further indicates where messaging and brand positioning would be most effective, especially for organisations that aim to reflect the diverse fanbase Sam Kerr attracts. Her impact reflects the universal appeal of the Women's World Cup, bringing together people from diverse backgrounds and uniting them around values such as determination and breaking stereotypes. Sam Kerr's far-reaching impact is a beacon of hope for women's sports.
Getting off on the right foot with the right communication strategies
The FIFA Women's World Cup goes beyond showcasing soccer prowess, intertwining narratives of athlete popularity, partnership strategies, and media coverage. This exploration delves into Sam Kerr's journey, scrutinises the engagement strategies of major brands, and dissects how the media portrays the Women's World Cup. From Kerr's diverse impact on fans to organisations strategically amplifying their brands amid the tournament's excitement and media highlighting essential themes, a comprehensive picture emerges. This holistic perspective crafts a vibrant narrative of empowerment, unity, and inspiration.
As PR and communications professionals, these insights emphasise the potential to align brand narratives with a popular ethos, fostering impactful connections and advocacy that resonate within a changing industry and beyond.
Communication Strategies at FIFA Women’s World Cup
Media’s Lens: Framing the FIFA Women’s World Cup Narrative The FIFA Women’s World Cup has taken centre stage as well as global communication strategies, drawing global attention as the media employs key themes to shape perceptions and illuminate the tournament’s core values. From Viewing & Enjoying to Women in Sports, Rankings, Cultural Inclusivity and Representation, […]
