Surviving the Age of AI at the Oxyma AI ...

Surviving the Age of AI at the Oxyma AI Marketing event

In the age of artificial intelligence, you have two options: adapt or die. To help your business survive, we teamed up with Oxyma to host a special event on AI and the future of digital marketing. Last week, we welcomed curious marketing professionals from companies like Sanoma, Philips, Albert Heijn and IBM at our Amsterdam office. Our goal? To come together, dream, and discuss (with a drink) artificial intelligence and the technical innovations it drives. Did you miss the event? Don’t worry. This blog will give you a summary of the highlights. The line-up contained four speakers, and we were super excited to have Google amongst them. In addition to this major player in the field of artificial intelligence, our own frogs Bart Fussel, Naos Wilbrink and Sam Warnaars shared their views on what AI can do for you and your business.

Google: “AI will do the heavy lifting”

Josse Dorleijn, agency performance consultant at Google Netherlands, discussed how Google expects AI to change the future of search. Artificial intelligence will surely enter your life, but it won’t always be visible. Instead, AI will be hidden, doing the heavy lifting in the back. Google Search is already doing this every day. Google’s use of AI started with subtle suggestions (“Did you mean…” and autocompleting the most frequent queries for users), but the field is becoming much broader.

Mobile is big within search and AI tools like voice and image recognition will be used more and more often to assist mobile users. Google Assistant will be the new “Google for your world.” Just ask what you need and “there you go!” This new way of helping users demands that businesses build their services on top of smart assistants. It will make products and services become intensely personal. Creating smarter products will be fast and easy, simply by generating more input.

How will AI disrupt your world as a marketer? Assistants are the new gateway to bringing information to your customers. Mobile is all about speed; you must adapt to new user input to be able to give fast responses. Josse explained: “To users, delay in digital experiences feels the same as watching a horror movie.” Now that’s scary! So be aware of the necessary changes in your approach as a marketer. For example, voice search input will be longer than text queries. How will this affect the focus keywords you use to reach your target groups? And what parts of your search campaigns could be automated? Google’s smart bidding already takes away daily human monitoring.

A digital rollercoaster ride

Bart Fussel, our co-founder and strategy director, took the audience on a rollercoaster ride and invited everyone to dream about the future. He explained the law of accelerating returns and showed the effects of big technological changes in cycles that are becoming shorter and shorter.

Soon, everything will be connected and our digital experiences will merge with our physical lives. AI will always be around, listening to you, and therefore knowing things about you. This makes it possible for AI to become one of the main drivers of your future digital experiences.

Machine learning is a crucial part of this and will affect our jobs as marketers, designers and developers. We don’t yet know how and when this will change, but it’s okay to not know and let it happen! Why? Once machines are able to handle abstract and predictable matters, our human minds can focus on adding the emotional and creative parts.

Here’s the question Bart left us with: “What is a brand worth when everything in the future is based on logic?” Think about how to tackle this for your brand.

Bots will live on metaplatforms

Naos Wilbrink, our managing director and co-founder, narrowed things down and explained more about bots. Chatbots ‘live’ on metaplatforms, of which there are two types: centralized (like Facebook) and decentralized (like Uber). Businesses will soon have to decide which ones they’d like to partner with to create user engagement.

Also, the very foundation of customer interaction is changing: graphic user interfaces are shifting to conversational interfaces. Natural language processing (NLP) will power new forms of messaging between businesses and customers. Because of large amounts of available data and new input from users, these system can learn quickly, making it beneficial for businesses to automate their conversations.

Consequently, the differences between talking to a bot or a human from customer care will soon become more blurry. Naos encouraged everyone to try out different ideas and tools, and to pick a metaplatform to build upon. Fail fast and learn fast! Iterate and improve.

Warning: what you’re about to see, exists today!

Our innovation frog, Sam Warnaars, took matters to a more practical level. He gave the audience multiple AI example cases from different categories. The main dynamic of training AI is providing the right answer a couple of times; after a while, the system will automatically know what to do. This applies to many fields.

AI will transform transportation, like driverless road- and air delivery services. AI will also learn to get out of your phone and be around you, see you and always be aware of your surroundings. Furthermore, AI gives us the opportunity to optimize processes and save on energy bills, by optimizing datacentre cooling systems, for example. AI will also help us in creating new products like very specific aviation materials or even movie trailers. On top of that, AI will understand what you say or do, and therefore understand what you mean. Examples of this are real-time translation services or smart email replies created by a system that interprets incoming mail. Finally, AI will be able to predict the future based on huge amounts of data.

Interested in how AI will affect the future of your business? Or want to learn more about bots? Let us present your future, contact us at