Transcript of Search Marketers’ Guide to Our New Robot Overlords #stateofsearch
- 1. Search Marketers Guide to Our New Robot Overlords
@KelvinNewman - State of Search, 2016
- 2. @kelvinnewman So, who is this guy? @kelvinnewman
- 3. Founder of BrightonSEO @kelvinnewman kelvin@brightonseo.com
http://www.slideshare.net/kelvinnewman Kelvin Newman
- 4. @kelvinnewman Im from the United Kingdom @kelvinnewman
- 5. @kelvinnewman In the seaside resort of Brighton
@kelvinnewman
- 6. @kelvinnewman Actually; I live in Worthing
- 7. @kelvinnewman Which is famous for one thing @kelvinnewman
Birdman Competition where people see how far they can jump of the
pier
- 8. @kelvinnewman Room above the pub I started organising a meet
up in the upstairs room of this pub @kelvinnewman
- 9. @kelvinnewman And 3500 people came along to the last one
@kelvinnewman
- 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. @kelvinnewman Consequently, Im really interested in how
technology works
- 12. @kelvinnewman But Im most interested in the people who use
technology @kelvinnewman
- 13. @kelvinnewman And the impact that technology has on people.
@kelvinnewman
- 14. @kelvinnewman I also spend a lot of time assembling stupid
stuff I bought of eBay
- 15. @kelvinnewman But I got told thatd be a boring topic for a
talk though
- 16. @kelvinnewman So what is this presentation about?
@kelvinnewman
- 17. @kelvinnewman Well, this presentation isnt about
@kelvinnewman
- 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. @kelvinnewman It will introduce you to our new marketing
robot overlords
- 20. @kelvinnewman Most of the SEO talks about AI, Machine
Learning, robots, etc. focus on the search engine,
- 21. @kelvinnewman Not the search engine optimizer
- 22. @kelvinnewman I want to talk about both.
- 23. @kelvinnewman When we talk about robot overlords you
probably think of things like
- 24. @kelvinnewman@kelvinnewman
- 25. @kelvinnewman@kelvinnewman
- 26. @kelvinnewman
- 27. @kelvinnewman Or the scariest robot of all, one that will
send shivers down your spine and give you nightmares.
- 28. @kelvinnewman
- 29. @kelvinnewman But the ones that should the ones that should
really scare us look very different. @kelvinnewman
- 30. @kelvinnewman@kelvinnewman
- 31. @kelvinnewman Or dont even really look like robots at all
@kelvinnewman
- 32. @kelvinnewman So why should I be scared @kelvinnewman
- 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. @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. @kelvinnewman Is 15 Million a lot of Brits though?
@kelvinnewman
- 36. @kelvinnewman Hands up whos birthday is between Jan 1st and
May 2nd? @kelvinnewman
- 37. @kelvinnewman Sorry the robots taken your job.
@kelvinnewman
- 38. @kelvinnewman Thats about a third of the population whos
job is at risk due to robots
- 39. @kelvinnewman oops I made a mistake 15 million is a third
of the population, but actually about half of the working
population
- 40. @kelvinnewman Thats 30 times as many U.S jobs as lost in
the 2008 financial crash @kelvinnewman
- 41. @kelvinnewman
- 42. @kelvinnewman@kelvinnewman OK, breathe, I dont flip burgers
in McDonalds so Im alright?!?
- 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. @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. @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. @kelvinnewman
http://www.bankofengland.co.uk/publications/Documents/speeches/2015/speech864.pdf
- 47. @kelvinnewman What do I actually mean by robots?
@kelvinnewman
- 48. @kelvinnewman Automation by hardware Where routine tasks
are carried out by a machine rather than a human.
@kelvinnewman
- 49. @kelvinnewman New Holland CR10.90 @kelvinnewman GPS guided,
touchscreen controlled, airplane-style joystick ... and yes, a
fridge and cup holder
- 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. @kelvinnewman Automation by software Where routine tasks
are carried out by software rather than a human. @kelvinnewman
- 52. @kelvinnewman
https://ifttt.com/recipes/search?q=discover+weekly
- 53. @kelvinnewman https://zapier.com/
- 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. @kelvinnewman Answer the Public scrapes and probes Google
Suggest answerthepublic.com
- 56. @kelvinnewman These sort of things arent sexy But are
likely to have the biggest most immediate impact on your life.
@kelvinnewman
- 57. @kelvinnewman Machine learning is sexy And Articial
Intelligence, Deep Learning and other sort of related things along
those lines. @kelvinnewman
- 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. @kelvinnewman I studied media studies at Uni not computer
science or anything like it Now feels like a good time to share
@kelvinnewman
- 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. @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. @kelvinnewman Theres three levels of articial intelligence
in rising levels of nightmarish-ness Difference between narrow,
general and super intelligence
- 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. @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. @kelvinnewman Mustafa Suleyman Our mission is to solve
general intelligence
- 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. @kelvinnewman ASI is likely to either mean we become
immortal or face extinction @kelvinnewman
- 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. @kelvinnewman But enough of the sci-fi dystopia stufff
- 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. @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. @kelvinnewman
- 73. https://www.flickr.com/photos/61408718@N02/6333712753/ When
Robots impressed me
- 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. @kelvinnewman
- 76. @kelvinnewman The rest of the slides I made myself. But
could the machine of done better?
- 77. @kelvinnewman
- 78. @kelvinnewman
- 79. @kelvinnewman Spotifys key staff share how it works
https://www.youtube.com/watch?
v=qhYlmnqSDV0&index=7&list=PLSRBXQp3FvKJa4J5ZlKsupg189WJ4YhYc
- 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. @kelvinnewman To me it sounds more like the Beach Boys than
the Beatles, but still hugely impressive
- 82. @kelvinnewman https://github.com/david-gpu/srez A Neural
Networks that can reconstruct Pixelated faces
- 83. @kelvinnewman An Artificial Intelligence that finds art
like current news photos http://recognition.tate.org.uk/
- 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. @kelvinnewman The software also generate natural language
Google Analytics Reports.
https://www.narrativescience.com/quill-engage
- 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. @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. @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. @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. @kelvinnewman When the robots disappointed me
- 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.
@kelvinnewmanhttps://blog.arik.io/facebook-m-the-anti-turing-test-74c5af19987c#.mq0ix93r2
Facebooks Fake Robots Their AI Assistants sometimes are actually
people
- 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. @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. @kelvinnewman Should we resist and fight back?
- 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. @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. @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. @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. @kelvinnewman Anything invented after youre thirty-five is
against the natural order of things. Douglas Adams
@kelvinnewman
- 101. @kelvinnewman Im 33, so I hoping the rate of change slows
down a bit
- 102. @kelvinnewman So what are the actions? @kelvinnewman
- 103. Things you can do when you get back to the office
@kelvinnewman
- 104. @kelvinnewman Panic! and drink
- 105. @kelvinnewman Buy shares in Uber, Amazon and Google
@kelvinnewman
- 106. @kelvinnewman OK, heres some serious advice
@kelvinnewman
- 107. @kelvinnewman Never do a job a machine could do quicker Or
better than you @kelvinnewman
- 108. @kelvinnewman Examine the rough edges and the exceptions
to the rules. @kelvinnewman
- 109. @kelvinnewman
- 110. @kelvinnewman
- 111. @kelvinnewman
- 112. @kelvinnewman
- 113. @kelvinnewman Stay ten minutes ahead of Google
@kelvinnewman
- 114. @kelvinnewman Use the tech before it becomes part of the
core algo @kelvinnewman
- 115. @kelvinnewman Google are taking machine learning for image
recognition seriously
- 116. @kelvinnewman
- 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. @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. @kelvinnewman Is it part of the core algorithm
- 120. @kelvinnewman Probably not
- 121. @kelvinnewman Will it be?
- 122. @kelvinnewman Certainly
- 123. @kelvinnewman Is the lag an opportunity?
- 124. @kelvinnewman Certainly
- 125. @kelvinnewman How much could you improve you alt text on
your website if you ran your images through this captioning
system?
- 126. @kelvinnewman Use some off the shelf options
- 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. @kelvinnewman https://algorithmia.com/ A marketplace for
algorithms
- 129. @kelvinnewman
- 130. @kelvinnewman
- 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. @kelvinnewman Leave you with a final thought
@kelvinnewman
- 133. @kelvinnewman Your job is to be Luke Skywalker
Inexplicably understand the robots when nobody else can
- 134. @kelvinnewman@kelvinnewman
- 135. Thanks for listening Kelvin Newman - Founder of
BrightonSEO @kelvinnewman kelvin@brightonseo.com
http://www.slideshare.net/kelvinnewman