Transforming the Perception of AI: From Fear to Future
Addressing the stigma around AI by increasing awareness, reducing fear, and fostering partnerships. Analyzing the current perception, operational landscape, and competitor analysis to recommend strategies for ElementAI's success in the industry.
- AI Transformation
- Perception Change
- Industry Analysis
- Competitor Assessment
- Strategic Recommendations
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C C C Carolina Consulting Element ElementAI AI Presented to: JF Gagne, CEO of ElementAI January 7, 2020 Presented by: Jason Cline, Will Richardson, Carly Seneca, & Caroline Wright Situation Analysis Overview Recommendation Conclusion Implementation
C C Key Question Key Question How to bring AI away from the stigma of fear and into the future as a transformative technology for both consumers and businesses? Reality Check: There are legitimate reasons people are afraid of technology, such as data privacy (Cambridge Analytica scandal) Media reports continue drive a negative perception Situation Analysis Overview Recommendation Conclusion Implementation
C C Agenda Agenda Goals & Objectives Situation Analysis Recommended Strategy Implementation Q&A Situation Analysis Overview Recommendation Conclusion Implementation
C C Goals & Objectives Goals & Objectives Definition of Success: Reduced stigma and awareness of AI with increasing partnerships for ElementAI and the industry. Consumers Universities & Schools Businesses KPIs: Awareness AI perception Number of customers and partners Shareholders / Investors Military Government Employees Situation Analysis Overview Recommendation Conclusion Implementation
C C Current Perception of AI Current Perception of AI Stems from lack of education about Potential for job loss Loss of privacy Robot takeover Our place in the cosmos Situation Analysis Overview Recommendation Conclusion Implementation
C C Operational Landscape Operational Landscape Competition Company Customers Situation Analysis Overview Recommendation Conclusion Implementation
C C Operational Landscape: Competitors Operational Landscape: Competitors Competition Company Customers Situation Analysis Overview Recommendation Conclusion Implementation
C C Analysis of Competitors Analysis of Competitors Industry Overview Technology / Deep Learning Strengths How We Win Engineering talent Ability to customize for companies Larger company presence Stronger in market branding Competitors IBM Watson Data Scientists Analysis Firms Weaknesses Potential Landmines Less engineering talent Not global in scope Narrow focus Products Consumer fear of AI Prominent industry leaders raise concerns about AI AI Software Infrastructure Software Situation Analysis Overview Recommendation Conclusion Implementation
C C Operational Landscape: Customers Operational Landscape: Customers Competition Company Customers Situation Analysis Overview Recommendation Conclusion Implementation
C C Customer Description Customer Description Government Agencies Law enforcement Intelligence services Universities & Secondary Schools Large Corporations Manufacturing Sales Sports Teams Big Tech Firms Google Facebook Amazon Influencers Consumers Media High-profile Individuals Acquirers Situation Analysis Overview Recommendation Conclusion Implementation
C C Partners Partners Universities Professional Sports Teams Government Agencies Other Large Tech Firms Situation Analysis Overview Recommendation Conclusion Implementation
C C Operational Landscape: Company Operational Landscape: Company Competition Company Customers Situation Analysis Overview Recommendation Conclusion Implementation
C C Internal Perspective Internal Perspective Company Interview How We Lose How We Win Technology / Deep Learning Heightened consumer fear of AI Low adoption of acceptance of AI Limited internal tools to counteract negative perception Only playing the long-game Address fears around AI Develop partnerships with direct and indirect businesses Create an avenue for sales an marketing development PhD talent Customers LG GIC Gore Mutual Port Montreal AISIN Price Tiered pricing structure Situation Analysis Overview Recommendation Conclusion Implementation
C C Recommended Strategy Recommended Strategy Recruit and build a team by hiring sales and marketing professionals to drive awareness and education of AI Industry and ElementAI Use our own tech to improve the sales cycle Our recommended strategy is: Situation Analysis Overview Recommendation Conclusion Implementation
C C Why might the strategy not work Why might the strategy not work 1. AI winter becomes an ice age (no sales) 1. Extensive and comprehensive marketing 2. Long game goes way too long 2. Sales team hiring 3. Utilize our AI to continually improve sales cycle 3. Forget our own competitive advantage Situation Analysis Overview Recommendation Conclusion Implementation
C C Implementation Overview Implementation Overview Promotion and marketing campaigns Additions to product base Placement of product Pricing Situation Analysis Overview Recommendation Conclusion Implementation
C C Implementation: Product Implementation: Product Promotion and marketing campaigns Additions to product base Placement of product Pricing Situation Analysis Overview Recommendation Conclusion Implementation
C C Implementation: Product (1/5) Implementation: Product (1/5) To best sell ElementAI, we need Sales and Marketing Teams Sales (40 total) (4) Key National Account Managers (KNAM) (36) Sales professionals Situation Analysis Overview Recommendation Conclusion Implementation
C C Implementation: Product (2/5) Implementation: Product (2/5) To best sell ElementAI, we need Sales and Marketing teams Brand Director Marketing (6 total) (1) Brand Director (2) Senior Brand Manager (3) Brand Managers Senior Brand Manager Brand Manager (N. America) Brand Manager (Europe) Brand Manager (Asia) Brand Manager (Emerging Mkts) Situation Analysis Overview Recommendation Conclusion Implementation
C C Implementation: Product (3/5) Implementation: Product (3/5) Training Recruit On-board Train Retain HR-led to find top talent Company goals/mission /vision Best practices & industry specific role training Promotions Role expansions Situation Analysis Overview Recommendation Conclusion Implementation
C C Implementation: Product (4/5): Mass Customization Strategy Implementation: Product (4/5): Mass Customization Strategy Create mass customizable solutions to become the Dell of AI Customers will be able to mix and match parts of a AI solution to tailor to their needs Different AI capabilities could be incorporated to similar software packages Algorithm updates based on type of customer and end-use Situation Analysis Overview Recommendation Conclusion Implementation
C C Implementation: Product (5/5): Best Practices Implementation: Product (5/5): Best Practices Establishing a knowledge bank of best practices about AI and sharing this the community will help establish consumer trust and reduce industry stigma and fear. Partnerships to establish now: Government Universities Schools Interest groups (through trade shows) Ethics Safety Data protection Security layers Rapid expansion without validating fears Situation Analysis Overview Recommendation Conclusion Implementation
C C Implementation: Promotion Implementation: Promotion Digital Digital Mobile First Word of Mouth Traditional Online Situation Analysis Overview Recommendation Conclusion Implementation
C C Implementation: Promotion Implementation: Promotion Educational Tab on Company Website Ads Facebook/Instagram Television Campaigns Create loyalty incentives based on customer referrals Geofilter on Snapchat Billboards in Key Cities Digital Advertising in Professional Sports Arenas Make yourself look like an AI robot In store Pop-Ups at technology stores Banner Ads online Situation Analysis Overview Recommendation Conclusion Implementation
C C Implementation: Promotional Campaigns Implementation: Promotional Campaigns Educate consumers on role and importance of AI technology Campaign 1 Raise awareness of Element AI as a company and role they are playing in progressing AI forward Campaign 2 Campaign 3 Elaborate on how AI benefits everyday life Situation Analysis Overview Recommendation Conclusion Implementation
C C Implementation: Product Implementation: Product Promotion and marketing campaigns Additions to product base Placement of product Pricing Situation Analysis Overview Recommendation Conclusion Implementation
C C Implementation: Placement Implementation: Placement Beta licensing element AI to local high schools and universities Attend Tradeshows Placement in entertainment Situation Analysis Overview Recommendation Conclusion Implementation
C C Implementation: Product Implementation: Product Promotion and marketing campaigns Additions to product base Placement of product Pricing Situation Analysis Overview Recommendation Conclusion Implementation
C C Implementation: Pricing Implementation: Pricing Group Tier Humanitarian and schools 1 Government 2 Large corporations 3 Professional sports teams 4 Situation Analysis Overview Recommendation Conclusion Implementation
C C Budget Budget (US $ million) Sales Marketing 2020 2.2 2021 2.2 2022 2.2 2023 2.2 2024 Total 2.2 11 42.75 2.75 Personnell Digital Traditional Product Placement Trade shows 0.55 0.55 0.55 0.55 0.55 1 5 1 5 1 5 1 5 1 5 5 25 2.5 7.5 0.5 1.5 0.5 1.5 0.5 1.5 0.5 1.5 0.5 1.5 Total 10.75 10.75 10.75 10.75 10.75 53.75 Situation Analysis Overview Recommendation Conclusion Implementation
C C Timeline Timeline Year 1 Year 2 Year 3 Year 4 Year 5 Hire marketing & sales personnel Training for personnel Expansion of product line for mass customization Marketing campaigns Utilize our own AI to improve sales Situation Analysis Overview Recommendation Conclusion Implementation
C C Risks & Mitigations Risks & Mitigations Likelihood & Severity Risk Mitigation Gen Pop continues to have a stigma around AI and adoption is slow Extensive hiring of marketing talent and marketing campaigns targeting consumers about the benefits of AI Sales are slow and not enough to fund marketing and expansion investments Marketing campaign will drive a better perception of AI by consumers who will demand AI solutions from businesses Relentless media campaigns against AI Continued promotions to combat the perception Situation Analysis Overview Recommendation Conclusion Implementation
C C Slide Index Slide Index Title Recommended Strategy Alternative #1 Agenda Why It Won t Work Alternative #2 Key Question Implementation Overview Evaluation of Alternatives Goals & Objective Implementation: Product SWOT Operational Landscape Implementation: Place Marketing Expansion Operational Landscape: Competitors Implementation: Promotion Executive Summary Competitive Landscape Implementation: Price Operational Landscape: Customers Financial Assumptions Customer Description Budget Operational Landscape: Company Timeline Internal Perspective Risks & Mitigations Recommended Strategy Metrics Situation Analysis Overview Recommendation Conclusion Implementation
C C Alternative #1: AI Academy Alternative #1: AI Academy Establish an AI training program and work with local schools and universities to get young students exposed to AI and its benefits and educate them about what it is and what it is not. PROs CONs Smaller scope Starting local Access to local talent pool for future hires and educates the influencers of tomorrow on AI Limited financial scope Lacks global focus Still the long game Situation Analysis Overview Recommendation Conclusion Implementation
C C Alternative #2: Open Source Alternative #2: Open Source Transition Element AI capabilities to be open source to be available to the community to use and improve on as needed. PROs CONs Engage with the community Get more people involved Introduce different perspectives to each other Loss of intellectual property Could get in the hands of the wrong type of person (feed the fear) Situation Analysis Overview Recommendation Conclusion Implementation
C C Evaluation of Alternatives Evaluation of Alternatives Alternative #2: Open Source Alternative #3: Awareness Alternative #1: Schools Awareness AI perception Number of customers and partners Situation Analysis Overview Recommendation Conclusion Implementation
