Business 4.0 - Adopting a digital transformation strategy to survive and thrive

Business 4.0
Adopting a digital transformation
strategy to survive and thrive
@katieeking
Katie King

Evolve and
future proof
 Writing book for Kogan
Page Publishers on AI in
Marketing
 MD of Zoodikers
 Co-founder of AI in FM
 TEDx speaker
 Chairperson of a PRCA
Group
 Commentator on BBC
TV and radio
2

Avoid
extinction….
Yesterday’s
business silos
3

Tomorrow’s
4th Industrial Revolution
5

Definition of AI
Artificial intelligence (AI - also known
as machine intelligence, MI) is
intelligence exhibited by machines,
rather than humans.
Turing test: machine's ability to exhibit
intelligent behaviour equivalent to, or
indistinguishable from that of a
human

A futuristic smart
fridge
12
With cameras to track the
food inside, it sees that your
milk is running low. Because
it's connected to your credit
card and your preferred online
grocery store, it automatically
orders new milk based on data
it's gathered about your
previous shopping habits.

Websites that make
themselves
14

For the Football
World Cup in Russia
15

Chatbots
According to Gartner research, chatbots will account for 85%
of all customer service by 2020.
16

Defining marketing
for the digital age: econsultancy
17
”If we cannot reconcile digital
and classic marketing, we will
see further organisational silos,
duplicated work and a lack of
clarity and focus around roles
and responsibilities which leads
to inefficiency, frustration and
bickering. Opportunities are
missed and the growth that
marketing, and the business,
wants to deliver will by stymied.”

Deloitte: rewriting the rules of work
 Deloitte's latest Human Capital Trends report: many leaders unprepared to
deal with the future of work.
 Not prepared to manage a digitised workforce.
 Just 16% of leaders feel ready to manage a workforce consisting of both
people and artificial intelligence (AI).
 This is despite the implementation of robotics and AI in many of the
businesses surveyed. Of the leaders that responded, 42% said robotics,
cognitive and AI technologies were already in operation in their workplaces.
18

AI’s impact on PR
Machine reading and interpretation of unstructured text has the
potential to revolutionise our everyday work in PR
 Client emails
 Client announcements
 Industry publications and articles
 Coverage tracking and monitoring
 Social media management
How much more could we accomplish every day with
machines helping to crunch all the text and surfacing only the
most important items for us to read?
19

Jobs: + or -?
20
AI will eliminate 1.8M
jobs but create 2.3M
by 2020, claims
Gartner
Artificial intelligence will
augment workers and
become a 'net job
creator' by 2020
according to new
research.

3 possible PR jobs of the future
1. Training, supervising and assisting robots
2. Artificial personality designer - different brands may want to be
represented by distinct and well-defined personalities. The effective human-
facing AI designer will, therefore, need to be mindful of subtle differences
within AI to make AI interactions enjoyable and productive.
3. Human as a service - As automated systems become better at doing most
jobs humans perform today, the jobs that remain monopolised by humans
will be defined by one important characteristic: the fact that a human is
doing them. Of these jobs, social interaction is one area where humans may
continue to desire specifically the intangible, instinctive difference that only
interactions and friendships with other real humans provide.

How can you prepare?
 The right mindset
 Clear mid and long term business strategy. Control your own agenda
 (Re)training: closing the skills gap. You, your staff, your clients, your family
 Talent and culture: what are we in business for?
 Hire/attract the right people. Data scientists…
 Funding: e.g. Innovate UK or Crowdfunding
 Partner
 Innovate
 Be bold and experiment
22

24
Hawking; humans must colonise
another planet within 100 years

25
What’s your role regarding AI and
Ethics?

26
To debate over drinks:
are we on the evolutionary path to
becoming cyborgs?

***INNOVATE***
**ENGAGE**
*EVOLVE*
Thank you for your time
@katieeking
www.zoodikers.com

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