Persuading Machines

1
Jason Alan Snyder
Persuading Machines
2007 Jason Alan Snyder - jas@evilrobot.com
Who Am I? Utility Marketing Advertising Messaging and the Future

Non-Human Intelligence Articial Life Augmented Reality Physical World Connections
Who Am I?
Strategic Consultant for Government and Business Futurist Creative Director Product Developer Inventor Filmmaker
Technologist
So what do I do?
I provide advice and counsel to C level (CEO, CMO, COO, CTO, CIO), executives about the use and application of technology as it relates to marketing and advertising, now and in the future. Yes, the future. Out to about 2020 or so. I help companies gure out where to place their bets. I am responsible for The Big Idea
The Big Idea

I have two kinds of clients:
I have an idea. I have no idea.
My job is to foster ideation and innovation

I bring velocity to ideas.
Anything else...?
Yes. I invent stuff. Over the past three years I have led more than 15 international patents in a variety technology areas. My focus areas are: life sciences, mobile technology, synthetic worlds, social networking systems, physical world connections, articial intelligence and information security.
Utility Marketing
Utility Marketing
Think about interactive advertising more broadly. Think bigger than creating content.
Consider the opportunity in the medium, the technology itself, in addition to the benets of your message.
10
Entertainment + Information
beer.com
11
Entertainment + Information
Burger Kings Subservient Chicken

12
Utility
13
Utility Marketing
AFFINITY
HABITUAL BEHAVIOR UTILITY
SOCI AL C APIT A
L CON VERS
ATIO N
14
Metcalfes Law
A telecommunications network is proportional to the square of the number of users of the system (n2)
Bob Metcalfe
2-n) (n
/2
15
Reeds Law
n-n-1 2
David P. Reed
16
Social Capital
social capital (soh-shuhl)(kap-i-tl) (n.) An economic idea that refers to the connections between individuals and entities that can be economically valuable. Social networks that include people who trust and assist each other can be a p o w e r f u l a ss e t . T h e s e re l a t i o n s h i p s b e t w e e n individuals and firms can lead to a state in which each will think of the other when something needs to be done. Along with economic capital, social capital is a valuable mechanism in economic growth.
17
18
Exponential Growth
19
Linear Growth Exponential Growth
200
10 10
20 20
30 30
x x
40
x x
20
facebook.com
21
myspace.com
22
wikipedia.com
23
subservientchicken.com
24
beer.com
25
beer.com
26
A Practical Guide to Exponents
Suppose I were to offer you a job for a month
27
Job Offer
Would you rather be paid $100 per day for 30 days, or else be paid 1 Penny the rst day, two Pennies the second day, 4 Pennies the third day, and so on...?
28
29
Take the Pennies

Since a month has about 30 days we will let n equal 30. This means that after a month you will have 2^30 - 1 pennies. Well, 2^30 - 1 = 1,073,741,824 - 1 = 1,073,741,823 pennies. That's more than a billion pennies! If we divide this number by 100 (remember, there are 100 pennies in a dollar), we can nd how many dollars this is: 1,073,741,823 divided by 100 = $10,737,418.23. That's almost eleven million dollars. Versus the $3000 the $100 day plan would yield.
30
Recap:
Technology grows exponentially Technology is adopted exponentially
31
1955
1985
2000
2010
2015
32
Articial Life
33
What is A-Life?
A eld of study that aims to discover the essential nature and universal features of "life": not only life as we currently know it, but life as it could be, within computers, or elsewhere, and in whatever shape or form that it may be found or made within our universe.
34
A-Life
Simply: A-Life examines systems related to life, its processes and its evolution through simulations using computer models, robotics, and biochemistry.
35
Tamagotchi
36
MMOGs
Massively Multiplayer Online Game(s) A computer game which is capable of supporting hundreds or thousands of players simultaneously. Notably, these MMOGs have persistent worlds. The world is always available and world events happen continually.
37
38
39
40
A-Life:The Singularity Theory
41
The Singularity
Exponents... Computer intelligence is increasing so swiftly that soon, it will inevitably reach and then surpass human intelligence. And that at the monumental juncture in the history of this planet, humanity will be eclipsed and replaced by its own creations.
42
The Singularity
Within a few decades, we humans will be living among superintelligent entities that are just as incomprehensible to us as we are incomprehensible to bacteria. This exponential spiral will continue from there on without limit, resulting in entities "who" are literally billions of times more intelligent than today's humans, and "who" will soon commandeer stars and then whole galaxies, nally turning the entire universe into one single inconceivably intelligent selfreective organism.
43
The Singularity
Maybe...
44
The Singularity
Instead, things will probably go down like this: Within only two or three decades from now, the total reverse-engineering of the human brain will be complete. So will the complete mapping of the brains of specic individuals.
45
The Network
Those brain maps will be uploaded into cyberspace, where they will run as software and the former owners of those brains will thus become literally immortal. At that time, biological humans may choose to abandon their biological incarnations in order to become immortal in computer networks.
46
A-Life:Near Term
47
A-Life:Near Term
We nd A-Life evolving through our physical environment.
48
A-Life:Robots
49
Robots
Consumer applications for Robots are motivating research into building autonomous Robots that play a benecial role in the daily lives of ordinary people.
50
RI Man
51
52
53
54
Robots:Learning Systems
How do people want to teach Robots? And what implications does this pose for Robots that learn from people?
55
A-Life:Robots
Learning is a profoundly social and collaborative experience Social-cognitive skills (such as shared attention and perspective), coupled with multi-modal communication play an important role in our teaching/ learning process A-Life:Robots will learn from people via social referencing, imitation, demonstration, and tutelage
56
A-Life:Robots in Synthetic Environments
57
A-Life:Intelligent Agents
Robots are not just made of metal and plastic. Some Robots are just software. Some of these software Robots are called Intelligent Agents. A piece of software that assists users and will act on their behalf, in performing non-repetitive computer-related tasks. An agent in the sense of the word is like an insurance agent or travel agent.
58
A-Life:Autonomous Agents
We can also build an Autonomous Intelligent Agent, which means they can act independently, and will learn and adapt to changing circumstances. Learn and improve through interaction with the environment Adapt online and in real time Learn quickly from large amounts of data Accommodate new problem solving rules incrementally Have memory based storage and retrieval capacities Have parameters to represent short and long term memory, age, forgetting, etc. Be able to analyze itself in terms of behavior, error and success.
59
A-Life:Sub-Agents
Intelligent Agents are normally gathered in a hierarchical structure containing many sub-agents. When grouped, the intelligent agent and sub-agents create a compete system that can accomplish difcult tasks or goals with behaviors and responses that display a form of intelligence.
60
A-Life:Agent Hierarchy
Some of the sub-agents that may be a part of an Intelligent Agent or a complete Intelligent Agent in themselves are: Temporal Agents (for time-based decisions) Spatial Agents (that relate to the physical real-world) Input Agents (that process and make sense of sensor inputs example neural network based agents neural network) Processing Agents (that solve a problem like speech recognition) Decision Agents (that are geared to decision making) Learning Agents (for building up the data structures and database of other Intelligent agents) World Agents (that incorporate a combination of all the other classes of agents to allow autonomous behaviors)
61
AIMbots
An AIM Bot is a screen name that can respond automatically to the IMs it receives. They are capable of maintaining high volume IM conversations with multiple users simultaneously, but can not initiate IM conversations without special permission. SmarterChild Shoppingbuddy Spleak HotSpot IM Street AOLBuddy Moviefone sharethisdotcom WSJ
http://gallery.aim.com/browse/bots
62
A-Life:Recap
63
A-Life + Advertising
What does all this mean for you in terms of utilizing articial life as messengers for advertising? What does talking to non-human entities do to your messaging programs? For all of the Advertising you will create? When will we intentionally construct advertising messages for entities that are not human?
64
Email Marketing
65
A-Life:Presence
Think about presence. Voicemail E-mail Instant Messaging myspace.com Facebook MMOGs How have your notions of presence and the importance of presence shifted in the last few years? These ideas are the basis of how we handle communication for messaging to non-human intelligence
66
Augmented Reality
67
What is Augmented Reality?

The idea that an observer's experience of an environment can be augmented with computer generated information A mixture of the real world and computer generated data
68
AR is not VR (Virtual Reality)
VR is a 100% synthetic environment created with computer hardware and software
69
70
71
72
73
74
75
76
Emma Caldwell
77
78
79
80
81
82
Physical World Connections (PWC)
83
One day soon...

Every object manufactured in the world will have a physical world hyperlink. Every single thing. Really.
84
85
RFID
86
bluecasting
87
One day soon...

Nearly every activity you undertake will connect you to the internet in some way. Every single thing. Really.
88
89
90
2D Matrix Codes
91
Mobile Phones
Think of your mobile phone as your computer mouse.
92
QR Codes
93
McDonalds
Scanning the QR Code on any of 19 sandwiches, eight sides and ve salads brings up a URL, which will take customers to the nutritional information for the food they are eating. Customers will be able to view the amount of calories in their meal, as well as the amount of sodium, fat, protein and carbs. Information is available both for individual items and meals. Customers can also nd out about allergy information.
Coca-Cola
Payment for soda at vending machines.
94
95
96
97
98
99
Shotcode nextCODE
HP ActivePrint
Fujitsu
100
101
Mobile Ad Spending
Worldwide Mobile Advertising Spend* 2006 = $900 million 2011 = $11.35 billion Worldwide Mobile Subscribers* 2006 = 2.1 billion 2011 = 4.0 billion
*Source: Informa Telecoms & Media, September 2006; Reuters, September 2006
102
End.

Persuading Machines

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Persuading Machines

Uploaded by

Copyright:

Available Formats

1

Jason Alan Snyder

2007 Jason Alan Snyder - jas@evilrobot.com

Who Am I? Utility Marketing Advertising Messaging and the Future

2007 Jason Alan Snyder - jas@evilrobot.com

The Big Idea

My job is to foster ideation and innovation

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

Burger Kings Subservient Chicken

2007 Jason Alan Snyder - jas@evilrobot.com

HABITUAL BEHAVIOR UTILITY

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

A Practical Guide to Exponents

Suppose I were to offer you a job for a month

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

Take the Pennies

2007 Jason Alan Snyder - jas@evilrobot.com

Technology grows exponentially Technology is adopted exponentially

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

A-Life:The Singularity Theory

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

We nd A-Life evolving through our physical environment.

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

A-Life:Robots in Synthetic Environments

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

2007 Jason Alan Snyder - jas@evilrobot.com

What is Augmented Reality?

2007 Jason Alan Snyder - jas@evilrobot.com