wie intelligente algorithmen …...2019/10/10 · 2015 artificial intelligence intelligent personal...
TRANSCRIPT
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Peter Gentsch – Europa Park – 10. Oktober 2019
„GAME CHANGER AI - WIE INTELLIGENTE ALGORITHMEN UNTERNEHMEN, TECHNOLOGIEN UND
MÄRKTE VERÄNDERN “
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DATA IS THE NEW BACON
2
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2 Entwicklungen treffen sich: Exponentieller Anstieg von Daten
– Exponentielle Degression der Kosten
B2B
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Unsere Welt wird mehr und mehr durch Daten repräsentiert
B2B
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The digital sphere is always evolving. Gartner for Marketing Leaders keeps the CMO and her team connected to
the research, so they can keep the competition guessing. For more information: gartner.com/dmtransitmap
Gartner digital marketing transit map
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Every monththe number of data sources grow byabout
80%
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Facebook weiss mehr über
Sie, als Sie selber über sich
wissen
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7WELCOME TO A WORLD OF DIGITAL
EMPATHY
HEAR IT * FEEL IT * SEE IT *
Moderne Handys sind mit bis
zu 60 Sensoren ausgestattet
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AI the new creative…
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© Copyright 2019 Dell Inc.10
AI wird als Game Changer postuliert
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Deutschlands KI-Investitionen sind im internationalen Vergleich verschwindend klein
Mit drei Milliarden Euro möchte die
Bunderegierung bis 2025 die KI fördern.
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Erkennen Sie den Unterschied..?! ;-)
Algorithms
Beispiel: Bilderkennung
KI wird besser als menschliche Expertise
Humans
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AI – nur eine Illusion?
▪ AI ist nicht wirklich “intelligent”. Sie gibt als eine quasi-Intelligenz die Illusion einer menschlichen Intelligenz
▪ AI wird immer stärker autonom und adaptive: Learnto Learn”
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Google AI schreibt bessere KI-Software als seine Entwickler
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AI für Unternehmen: Potentiale & Best Practices
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Quelle: Gentsch, Management & Controlling, 2019
AI-Potentiale nach Branchen
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AI-Potentiale nach Unternehmensfunktionen
Quelle: McKinsey, 2018
Marketing & Sales
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AI für Sales & Marketing
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© Copyright 2019 Dell Inc.19
FEEDBACK LOOPbearch lernt und optimiert
AI zur Optimierung von Sales
„Entscheidend ist das Trainieren des AI-Systems durch einen systematischen Feedback-
Loop – denn auch das AI-System ist nicht von Anfang an perfekt, aber es kann dazu
lernen.“
Lead Prediction
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AI für Kunden-Kommunikation und -Interaktion
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© Copyright 2019 Dell Inc.22
AI-basierte Kunden-Kommunikation
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AI im Innovation Management
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AIMALT
BILDER
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KISCHREIBT
BÜCHER
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Game of Thrones: AI schreibt das nächste Buch
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AI hat den neuen Werbespot für den Lexus ES produziert
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AI kreiert Trailer
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Verschiedene Typen von Innovation und Kreativität
Creativity by imitationCreativity by exploration and
predictionRadical Creativity
Humans are better than AIAI is better than humansAI is better than humans
27%
Who is in
the lead?
Empirical
evidence70% 3%
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AI4Media: CONNECTING MEDIA WITH USAGE DATA
AI4Media Platform
Data as a Service
Intelligence as a Service
SolutionsMedia <-> Audience
▪ Verify▪ Organize▪ Personalize ▪ Predict▪ Create▪ Distribute
Text Image Video Text Image Video
Intern Extern
• Meta Data/ Tags• Audience Data• Classification• Audience Insights• Trending Topics• …..
• SEO/ SEA Optimization• Content Summarization • Audience Segmentation• Recommendations • Upload Filter• …..
• Programmatic Advertising• Cross-Media Program Planner• Program Management • Predictive Content• Audience driven Content
Creation• …..
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AI for New Business
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Optimierung/ SupportNeue Wertschöpfung/
ServicesNEW
BUSINESS
… …
Marketing
Sales
Services
…
AI Game Changer Potential
Operations SMART I F I C I A L
…
Big Data+ AI= New Business
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Wie die GAFA-Welt mit Smart Data und AI die Plattform-
Ökonomie beherrscht
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GAFA World
…wie sich Zeiten und Personen ändern…
1998 2019
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Die GAFA-Gate Keeper hijacken mit Big Data und AI die Kundenbeziehung
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Portable AI: Wird die Kunden-Kommunikation entemotionalisiert bzw. gar überflüssig?
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GAFA dominiert die Platform Economy
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AI – Quo Vadis?
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Jobs nach Gehaltshöhe und Substitutionswahrscheinlichkeit durch AI
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AI Maturity Model: Der Weg zum Daten- und AI-getriebenen Unternehmen
5. Leader
4. Transformer
2. Creator
3. Optimizer
1. Explorer• Deskriptive ad-hoc Analysen
und Restriktive Nutzung von
Daten
• Kein strukturierter Ansatz bzw.
Daten- und/oder AI Strategie
vorhanden
• Erste strukturierte Ansätze
innerhalb unterschiedlicher
Abteilungen
• Erste Pilotprojekte zur
unternehmensweiten
Sammlung und
Integration von Daten
• …
• Strukturierter Data
Management Ansatz und Data-
Governance
• Institutionalisierung in einer
Abteilung, mit
unternehmensweitem
Programm
• Erste AI-Ansätze/Piloten in
Kundenorientierten
Funktionsbereichen
• …
• Integrierte Daten- und AI
Strategie
• Datengetriebene Kultur hat
sich etabliert
• Datenbasis wird durch
kontinuierliche Sammlung und
Auswertung optimiert
• Daten sind wesentliche
Grundlage für Geschäfts-
entscheidungen
• Erfolgreiche AI-Piloten werden
skaliert
• …
• Unternehmensentscheidungen
erfolgen auf Grundlage von
Daten
• Neue Erlös- und
Geschäftsmodelle im Rahmen
von AI
• Vollständige Integration in
bestehende Prozesse
• Institutionalisierung eines
Master-Data-Management-
Ansatzes
• Komplexe Datenverfügbarkeit
und Auswertung – Prescriptive
Analysen
• State-of-the-Art IT-Daten-
Infrastruktur
• …
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Ethische Fragestellungen werden bei einem Daten- und Analytik-getriebenen Business weiter an Bedeutung gewinnen
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AI als Owner und Gestalter
Wie AI zunehmend unser digitales Ecosystemübernimmt und steuert
Super
Intelligence
Web
2.0
3D
Web
Web of
Thoughts
Bio
Web
1990WWW
Search
E-
Commerce
2000Wikipedia &
Blogs
User-Generated
Content
Video & Virals
Bittorrent
Tor
2005Virtual Worlds
e.g. Second
Life
MMORPG
e.g. WOW
Head-Mounted
Displays
2010Internet of Things (IOT)
Machine 2 Machine
(M2M)
Smart Grid
Wearables
Augmented & Virtual
Reality
Industry 4.0
Digital Twins
Blockchain
2015Artificial Intelligence
Intelligent Personal
Assistant (IPA)
Predictive Intelligence
Chatbots
Voice processing
Immediate Translation
Face Identification
Emotional Intelligence
2020Cyboros
Bioelectronics
Artificial General Intelligence
(AGI)
Brain-Computer Interface
Brain Wave Control
Implants, Wetwear
Active Contact Lenses
Exoskeleton
Digital Tattoos
Full-Body Prothesis
2030Singularity, Artificial Life
Self-Replicating Machines
Transhumanism
Human Enhancement
Radical Life Extension
Cryonics, Artificial Brain
Whole Brain Emulation
Brain Scanning, Brain Upload
Brain Transplant,
Quantum Computing
Neuromorphic Hardware
Outernet
AI als Organisator und Optimierer
The
Web