it’s really a great pleasure to welcome
run almog from Infi people seek to be understood and engaged
with on their terms but digitization has removed the human
factor leaving consumers apathetic and disengaged integrating empathy into
digital transformation has the power to capture the hearts and minds of
customers only those who truly understand their customers can create
captivating experiences to drive revenue in the digital era by understanding the
personalities of millions of customers you can build intimacy trust and loyalty
to cement the ultimate brand customer relationship together we can elevate the
path of digital transformation together week
authentically humanized experiences deliver to over welcome to the in Fiera in fee he’s reflecting the human mind
into a digital world it’s a human operating system of states traits
motives the drive our individual lives relying on over a hundred men years of
research by really top talent experts in the fields of artificial intelligence in
psychology we made some tremendous accomplishments and for the first time we’re able to look beyond what people
are doing and understand why are they doing it for the first time in a digital
way we are able to pinpoint on the human motive for action from this point
onwards this man-machine experience is going to become a lot more personalized
a lot more human now this might sound like singularity it’s a big word a
little bit scary very interesting I’ll try to explain
I’ll break it down into two pillars looking at this curve this technology
evolution curve whenever on that curve the angle of the curve is far greater
than the angle of the previous period then it’s a sign one of the signs of
singularity means that looking backwards and looking forwards is not the same
thing I like to call it the future is not what it used to be it’s a trivial
statement I’ll give an example data technology is something that from
inception and until global penetration has taken several years a decade a
little bit more on the other hand automotive technology
again global penetration from inception until then hundreds of years and still
these are two technologies which are within what we call the modern era but
there are three orders of magnitude of a difference in between 12 years ago Apple
launched the iPhone within under a decade the smartphone has become an
inevitable part of our lives you all have it right if you don’t have it in
your pocket you’re holding it now in your hand right so some would say it’s
an extension of our body I say it’s an extension of our mind and why is that
every gesture every indication every motion that we do with the phone is
being registered by the phone as opposed to every other bodily
function bodily function that were that we’re doing another indication of
singularity is that technology is driving technology evolution in one
field is enabling evolution in another field we have heard this in many cases
even today this is exactly where infi is relying this capability of the
smartphone is the driver the basis for what infi can do so singularity
are we this audience going to live to see it it’s already happening now I
mentioned data technology so what is that anyway data technology is all about
taking virtual world resources and converting this into real world value in
a nutshell that’s what data technology is about big data big data analysis big
data analytics it’s taking a collection of information from individuals such as
ourselves millions hundreds of millions into a big bulk of data and then
breaking this this big bulk of data into segments sub segments groups and sub
groups and then taking me the individual and mapping me into one of these groups
with the purpose of predicting the future behavior of that group
predicting future behavior is something very valuable easy but it’s given an
indication of the future behavior of the group based on the past behavior of the
group there are two caveats here two wrongs first it’s not looking at me
specifically the individual analog I did something in the past it’s not
indicative to this and I’m gonna do something in the future now I’m being
grouped in to some kind of a tribe and the algorithm is expecting me to behave
like the rest of the tribe the second flaw is that it’s looking backwards in
order to predict the future but we just said that a minute ago the future is not
what it used to be so two wrongs don’t make a right and Big Data has its
caveats is it good of course it’s good we’re all using it we’re all enjoying it
in a way but data technology has taken us to the next level because it’s not
perfect and the next level is this machine learning what is that anyway
it’s about defining a model a computerized model and then selecting
some examples so men defines a model and then men select the examples and the
purpose of the examples is to educate the model so that for the next time when
it faces new challenges new questions the model will be able to provide a
humanized answer that’s the logic of machine learning is it better than Big
Data yes is it the best thing out there until now it was in fee is providing the
next layer the next evolution of this data revolution how much data is there a
lot a lot each and every one of us touches our phones
thousands of times per day over a million times per year this ability that
infi has to harvest this gold feel of information is by itself a revolution
this ability to understand who the person is we heard a little bit about
this earlier on to understand who the person and if this person is actually
who we think he is that’s the infeed capability now it
gives an indication it gives us the ability to kind of look into people’s
minds and understand who they are and what’s their human motivation for action
now at this point you could be asking you should be asking did we just take
personal privacy and and threw it out the window
no we didn’t know I didn’t we crossed all the boxes gdpr check california act
of privacy check App Store’s compliance ease check check and r3 so we did we did
all of that but that’s not the question data technology has taken something from
us it brought us more and more towards this machine man-machine interface but
it’s taken also something from us and that’s that human touch for the first
time with data technology this value this real world value is not only in the
hands of the providers you as companies as businesses but also to the side of
the user now it’s you again but as individuals your wives your husband’s
your children your parents they will be the ones benefiting from this infi
experience where you should ask yourself everywhere everywhere where you will
have a man-machine experience an interface envy will be able to add value
now probably a lot of things going through your mind so I’ll give a few
examples the banking industry a bank is a facility whose sole purpose or general
purpose is to provide loans to people this is how banks make money the funny
thing is that most people that apply for a loan with the bank are being rejected
and why because they are from the wrong age group because they live in the wrong
place because they are working in the wrong job all of these are real reasons
none of these reasons have to do with the person himself if the bank in
addition to all of his BI systems had the ability to ask an Oracle will this
person run amok will he return alone yes and no if this Oracle would provide an
honest answer the whole changes the rules of the entire game and this is
where envy is the next example is coming from the world of insurance once again
is this candidate for insurance and insurance risk yes or no it has nothing
to do with the amount of accidents that this person has done before it has to do
with how impulsive is with how aggressive is with how much of a risk
taker is he if he is all of that don’t sell this guy insurance or even better
increases premium make more money out and if is not give him a discount keep
him as your customer because the next one is going to go to the competition so
increase your retention that’s for insurance insurance banks it’s all
commerce specifically for e-commerce the holy grail of e-commerce is
personalization and again we’ve heard about this several times already today
there is a glass ceiling in e-commerce that’s roughly a 4 percent conversion
rate and why is that because when I’m entering into an e-commerce website
I don’t feel welcomed I’m being put inside a chamber keep on echoing the
same messaging this fault a filter bubble or overfitting it doesn’t matter
how you want to call it it’s the same impact I’m being grouped I’m not the
individual my final example it’s coming to show that it’s not all about the
money think of having a personalized health
assistant whose purpose is to decrease medical treatment adherence
trivial we are working already in the UK with the purpose of reducing death cases
caused by cardiovascular diseases by 30 percent three zero within five years
that’s 15,000 lives 15,000 people’s lives saved every year it’s not just
about the money it’s about making a change in society and it’s not only
health think about an empathetic personal assistant who knows exactly who
you are Who I am I’ll take myself as an example and how to help me become my
better self this is the infi bond thank you