1. 1. Search Marketers Guide to Our New Robot Overlords @KelvinNewman - State of Search, 2016
2. 2. @kelvinnewman So, who is this guy? @kelvinnewman
3. 3. Founder of BrightonSEO @kelvinnewman kelvin@brightonseo.com http://www.slideshare.net/kelvinnewman Kelvin Newman
4. 4. @kelvinnewman Im from the United Kingdom @kelvinnewman
5. 5. @kelvinnewman In the seaside resort of Brighton @kelvinnewman
6. 6. @kelvinnewman Actually; I live in Worthing
7. 7. @kelvinnewman Which is famous for one thing @kelvinnewman Birdman Competition where people see how far they can jump of the pier
8. 8. @kelvinnewman Room above the pub I started organising a meet up in the upstairs room of this pub @kelvinnewman
9. 9. @kelvinnewman And 3500 people came along to the last one @kelvinnewman
10. 10. @kelvinnewman Because I organise an SEO conference I spend more time than is healthy thinking about what SEO is really about * this isnt actually me thinking about the future of search, Im reading my emails, but it makes me look moody and enigmatic
11. 11. @kelvinnewman Consequently, Im really interested in how technology works
12. 12. @kelvinnewman But Im most interested in the people who use technology @kelvinnewman
13. 13. @kelvinnewman And the impact that technology has on people. @kelvinnewman
14. 14. @kelvinnewman I also spend a lot of time assembling stupid stuff I bought of eBay
15. 15. @kelvinnewman But I got told thatd be a boring topic for a talk though
16. 16. @kelvinnewman So what is this presentation about? @kelvinnewman
17. 17. @kelvinnewman Well, this presentation isnt about @kelvinnewman
18. 18. @kelvinnewman If you spend fifteen minutes doing this youll get seventy billion links Its more about getting you to think differently about the future. And the impact technology has on people.
19. 19. @kelvinnewman It will introduce you to our new marketing robot overlords
20. 20. @kelvinnewman Most of the SEO talks about AI, Machine Learning, robots, etc. focus on the search engine,
21. 21. @kelvinnewman Not the search engine optimizer
22. 22. @kelvinnewman I want to talk about both.
23. 23. @kelvinnewman When we talk about robot overlords you probably think of things like
24. 24. @kelvinnewman@kelvinnewman
25. 25. @kelvinnewman@kelvinnewman
26. 26. @kelvinnewman
27. 27. @kelvinnewman Or the scariest robot of all, one that will send shivers down your spine and give you nightmares.
28. 28. @kelvinnewman
29. 29. @kelvinnewman But the ones that should the ones that should really scare us look very different. @kelvinnewman
30. 30. @kelvinnewman@kelvinnewman
31. 31. @kelvinnewman Or dont even really look like robots at all @kelvinnewman
32. 32. @kelvinnewman So why should I be scared @kelvinnewman
33. 33. @kelvinnewman Mark Carney Governor of the Bank of England Hes not a robot you should be scared of. But his organisation is behind a report that scared me.
34. 34. @kelvinnewman Taking the probabilities of automation, and multiplying them by the numbers employed, gives a broad brush estimate of the number of jobs potentially automatable. For the UK, that would suggest up to 15 million jobs could be at risk of automation. In the US, the corresponding gure would be 80 million jobs. Andy Haldane Chief Economist at the Bank of England
35. 35. @kelvinnewman Is 15 Million a lot of Brits though? @kelvinnewman
36. 36. @kelvinnewman Hands up whos birthday is between Jan 1st and May 2nd? @kelvinnewman
37. 37. @kelvinnewman Sorry the robots taken your job. @kelvinnewman
38. 38. @kelvinnewman Thats about a third of the population whos job is at risk due to robots
39. 39. @kelvinnewman oops I made a mistake 15 million is a third of the population, but actually about half of the working population
40. 40. @kelvinnewman Thats 30 times as many U.S jobs as lost in the 2008 financial crash @kelvinnewman
41. 41. @kelvinnewman
42. 42. @kelvinnewman@kelvinnewman OK, breathe, I dont flip burgers in McDonalds so Im alright?!?
43. 43. @kelvinnewman http://www.oxfordmartin.ox.ac.uk/downloads/academic/The_Future_of_Employment.pdf Perception & Manipulation Creative Intelligence Social Intelligence Frey and Osborne have examined how susceptible jobs are to computerisation
44. 44. @kelvinnewman Three types of task Perception & Manipulation Robots are still unable to match the depth and breadth of human perception. Tasks that relate to an unstructured work environment can make jobs less susceptible to computerisation. Creative Intelligence The psychological processes underlying human creativity are difcult to specify. The principal obstacle to computerising creativity is stating our creative values sufciently clearly that they can be encoded in an program. Social Intelligence Human social intelligence is important in a wide range of work tasks, such as those involving negotiation, persuasion and care. The realtime recognition of natural human emotion remains a challenging problem.
45. 45. @kelvinnewman Things people are good at Tasks requiring perception in unstructured environments. Creative tasks which rely both on novelty and value. Non-routine social tasks which rely on hard to articulate common sense Things machines are good at Routine tasks in structured environments. Tasks which require novelty and experimentation. Analysis at a speed and scale.
46. 46. @kelvinnewman http://www.bankofengland.co.uk/publications/Documents/speeches/2015/speech864.pdf
47. 47. @kelvinnewman What do I actually mean by robots? @kelvinnewman
48. 48. @kelvinnewman Automation by hardware Where routine tasks are carried out by a machine rather than a human. @kelvinnewman
49. 49. @kelvinnewman New Holland CR10.90 @kelvinnewman GPS guided, touchscreen controlled, airplane-style joystick ... and yes, a fridge and cup holder
50. 50. @kelvinnewman These sort of things probably wont affect us i.e. people who muck about all day in front of a computer @kelvinnewman
51. 51. @kelvinnewman Automation by software Where routine tasks are carried out by software rather than a human. @kelvinnewman
52. 52. @kelvinnewman https://ifttt.com/recipes/search?q=discover+weekly
53. 53. @kelvinnewman https://zapier.com/
54. 54. @kelvinnewman https://chrome.google.com/webstore/detail/twitter-archiver/pkanpfekacaojdncfgbjadedbggbbphi?hl=en https://chrome.google.com/webstore/detail/twitter-archiver/pkanpfekacaojdncfgbjadedbggbbphi?hl=en
55. 55. @kelvinnewman Answer the Public scrapes and probes Google Suggest answerthepublic.com
56. 56. @kelvinnewman These sort of things arent sexy But are likely to have the biggest most immediate impact on your life. @kelvinnewman
57. 57. @kelvinnewman Machine learning is sexy And Articial Intelligence, Deep Learning and other sort of related things along those lines. @kelvinnewman
58. 58. @kelvinnewman Artificial Intelligence, Machine Learning and Deep Learning Whats the difference between https://blogs.nvidia.com/blog/2016/07/29/whats-difference-articial-intelligence-machine-learning-deep-learning-ai/
59. 59. @kelvinnewman I studied media studies at Uni not computer science or anything like it Now feels like a good time to share @kelvinnewman
60. 60. @kelvinnewman Computer systems able to perform tasks normally requiring human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages. What is artificial intelligence? @kelvinnewman
61. 61. @kelvinnewman The wide availability of GPUs that make parallel processing ever faster, cheaper, and more powerful. All aided by practically innite storage and a ood of data sources. Why AI has exploded? @kelvinnewman
62. 62. @kelvinnewman Theres three levels of articial intelligence in rising levels of nightmarish-ness Difference between narrow, general and super intelligence
63. 63. @kelvinnewman AI that specializes in one area. Theres AI that can beat the world chess champion in chess, but thats the only thing it does. Ask it to gure out a better way to store data on a hard drive, and itll look at you blankly. Artificial Narrow Intelligence (ANI)
64. 64. @kelvinnewman A computer that is as smart as a human across the boarda machine that can perform any intellectual task that a human being can. Creating AGI is a much harder task than creating ANI, and were yet to do it. Artificial General Intelligence (AGI)
65. 65. @kelvinnewman Mustafa Suleyman Our mission is to solve general intelligence
66. 66. @kelvinnewman Articial Superintelligence ranges from a computer thats just a little smarter than a human to one thats trillions of times smarteracross the board. Artificial Superintelligence (ASI)
67. 67. @kelvinnewman ASI is likely to either mean we become immortal or face extinction @kelvinnewman
68. 68. @kelvinnewman The 24k words on AI on this blog will literally blow your mind http://waitbutwhy.com/ 2015/01/articial- intelligence- revolution-1.html
69. 69. @kelvinnewman But enough of the sci-fi dystopia stufff
70. 70. @kelvinnewman Machine Learning Machine Learning at its most basic is the practice of using algorithms to parse data, learn from it, and then make a determination or prediction about something in the world. So rather than hand-coding software routines with a specic set of instructions to accomplish a particular task, the machine is trained using large amounts of data and algorithms that give it the ability to learn how to perform the task.
71. 71. @kelvinnewman Deep Learning A branch of machine learning based on a set of algorithms that attempt to model high level abstractions in data by using a deep graph with multiple processing layers, composed of multiple linear and non-linear transformations.
72. 72. @kelvinnewman
73. 73. https://www.flickr.com/photos/61408718@N02/6333712753/ When Robots impressed me
74. 74. @kelvinnewman That previous slide was made by slidebot.io 25,352,683 images combine with 10,000+ design rules and 237 unique layout styles to create one powerful presentation.
75. 75. @kelvinnewman
76. 76. @kelvinnewman The rest of the slides I made myself. But could the machine of done better?
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78. 78. @kelvinnewman
79. 79. @kelvinnewman Spotifys key staff share how it works https://www.youtube.com/watch? v=qhYlmnqSDV0&index=7&list=PLSRBXQp3FvKJa4J5ZlKsupg189WJ4YhYc
80. 80. @kelvinnewman Beatles articial intelligence Flow Machine - Daddys Car http://www.ow-machines.com/ai-makes-pop-music/ A Beatles-esque song written by artificial intelligence @kelvinnewman
81. 81. @kelvinnewman To me it sounds more like the Beach Boys than the Beatles, but still hugely impressive
82. 82. @kelvinnewman https://github.com/david-gpu/srez A Neural Networks that can reconstruct Pixelated faces
83. 83. @kelvinnewman An Artificial Intelligence that finds art like current news photos http://recognition.tate.org.uk/
84. 84. @kelvinnewman Newspaper sports reports are often generated by machines Friona fell 10-8 to Boys Ranch in five innings on Monday at Friona despite racking up seven hits and eight runs. Friona was led by a flawless day at the dish by Hunter Sundre, who went 2-2 against Boys Ranch pitching. Sundre singled in the third inning and tripled in the fourth inning Friona piled up the steals, swiping eight bags in all https://www.wired.com/2012/04/can-an-algorithm-write-a-better-news-story-than-a-human-reporter/
85. 85. @kelvinnewman The software also generate natural language Google Analytics Reports. https://www.narrativescience.com/quill-engage
86. 86. @kelvinnewman IBM Watson and cancer treatments http://www.nytimes.com/2016/10/17/technology/ibm-is- counting-on-its-bet-on-watson-and-paying-big-money-for- it.html?_r=0
87. 87. @kelvinnewman At the University of North Carolina School of Medicine, Watson was tested on 1,000 cancer diagnoses made by human experts. In 99 percent of them, Watson recommended the same treatment as the oncologists. In 30 percent of the cases, Watson also found a treatment option the human doctors missed. Some treatments were based on research papers that the doctors had not read more than 160,000 cancer research papers are published a year.
88. 88. @kelvinnewman Eliza simulated conversation by using a 'pattern matching' and substitution methodology that gave users an illusion of understanding on the part of the program, but had no built in framework for contextualizing events. https://en.wikipedia.org/wiki/ELIZA Eliza the 1960s rubbish robot people loved
89. 89. @kelvinnewman https://theringer.com/meet-the-man-who-created-a-virtually-immortal-joey- tribbiani-21b910295b1f#.ykixtfnhz A video chat bot that generates new lines for Joey from friends
90. 90. @kelvinnewman When the robots disappointed me
91. 91. When 30 of the USs biggest companies lost 9% of their value for no apparently caused by algorithmic trading May 2010 Flash Crash I did a whole deck about the the implications of the ashcrash on how we think about SEO http://bit.ly/ashcrashlessons
92. 92. @kelvinnewmanhttps://blog.arik.io/facebook-m-the-anti-turing-test-74c5af19987c#.mq0ix93r2 Facebooks Fake Robots Their AI Assistants sometimes are actually people
93. 93. @kelvinnewman http://arstechnica.co.uk/business/2016/09/at-the-bleeding-edge-of-ai-quantum-grocery-picking-and-transfer-learning/ Everything but packing the bag Ocado have automated nearly every aspect of their business apart from packing the shopping bags @kelvinnewman
94. 94. @kelvinnewman Theres software used across the country to predict future criminals. And its racist. https://www.propublica.org/article/machine-bias-risk-assessments-in-criminal- sentencing
95. 95. @kelvinnewman Should we resist and fight back?
96. 96. @kelvinnewman https://en.m.wikipedia.org/wiki/ William_Lee_(inventor) Elizabeth 1st refused patent for knitting machine out of fear it would cause mass unemployment
97. 97. @kelvinnewman http://www.slate.com/articles/business/ the_dismal_science/1997/01/ the_accidental_theorist.html Technology tends to ultimately displace rather than completely replace jobs.
98. 98. @kelvinnewman Anything that is in the world when youre born is normal and ordinary and is just a natural part of the way the world works. Douglas Adams @kelvinnewman
99. 99. @kelvinnewman Anything thats invented between when youre fifteen and thirty-five is new and exciting and revolutionary and you can probably get a career in it. Douglas Adams @kelvinnewman
100. 100. @kelvinnewman Anything invented after youre thirty-five is against the natural order of things. Douglas Adams @kelvinnewman
101. 101. @kelvinnewman Im 33, so I hoping the rate of change slows down a bit
102. 102. @kelvinnewman So what are the actions? @kelvinnewman
103. 103. Things you can do when you get back to the office @kelvinnewman
104. 104. @kelvinnewman Panic! and drink
105. 105. @kelvinnewman Buy shares in Uber, Amazon and Google @kelvinnewman
106. 106. @kelvinnewman OK, heres some serious advice @kelvinnewman
107. 107. @kelvinnewman Never do a job a machine could do quicker Or better than you @kelvinnewman
108. 108. @kelvinnewman Examine the rough edges and the exceptions to the rules. @kelvinnewman
109. 109. @kelvinnewman
110. 110. @kelvinnewman
111. 111. @kelvinnewman
112. 112. @kelvinnewman
113. 113. @kelvinnewman Stay ten minutes ahead of Google @kelvinnewman
114. 114. @kelvinnewman Use the tech before it becomes part of the core algo @kelvinnewman
115. 115. @kelvinnewman Google are taking machine learning for image recognition seriously
116. 116. @kelvinnewman
117. 117. @kelvinnewman image recognition open source GoogleBrain have released their image captioning system available as an open source model in TensorFlow. https://research.googleblog.com/2016/09/show-and-tell-image-captioning-open.html
118. 118. @kelvinnewman https://research.googleblog.com/2016/09/introducing-open-images-dataset.html Released a huge learning set of images - a dataset consisting of ~9 million URLs to images that have been annotated with labels spanning over 6000 categories
119. 119. @kelvinnewman Is it part of the core algorithm
120. 120. @kelvinnewman Probably not
121. 121. @kelvinnewman Will it be?
122. 122. @kelvinnewman Certainly
123. 123. @kelvinnewman Is the lag an opportunity?
124. 124. @kelvinnewman Certainly
125. 125. @kelvinnewman How much could you improve you alt text on your website if you ran your images through this captioning system?
126. 126. @kelvinnewman Use some off the shelf options
127. 127. @kelvinnewman Altify Uses deep learning to caption images in an HTML file and fills out its alternative text attributes with the related caption https://github.com/ParhamP/altify @kelvinnewman
128. 128. @kelvinnewman https://algorithmia.com/ A marketplace for algorithms
129. 129. @kelvinnewman
130. 130. @kelvinnewman
131. 131. @kelvinnewman Tutorials on use Machine Learning on over 1M hotel reviews finds interesting insights https://blog.monkeylearn.com/machine-learning-1m-hotel-reviews-nds-interesting-insights
132. 132. @kelvinnewman Leave you with a final thought @kelvinnewman
133. 133. @kelvinnewman Your job is to be Luke Skywalker Inexplicably understand the robots when nobody else can
134. 134. @kelvinnewman@kelvinnewman
135. 135. Thanks for listening Kelvin Newman - Founder of BrightonSEO @kelvinnewman kelvin@brightonseo.com http://www.slideshare.net/kelvinnewman