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Robin Langfield Newnham - Creative Strategist, Kaizen
Optimising For
Voice AI In The
Post-Website Era
ROBIN LANGFIELD
NEWNHAM
KAIZEN
• Creative Strategist at Kaizen
• We create content that’s made to be seen
• The UK’s fastest growing independent agency
• 20+ team of creative and technical pioneers
• 3 award wins, 5 nominations in 2017/18
• Rob spends all week writing stories and then spends his weekend…
writing stories
• Proud owner of an Amazon Echo Dot
• Gym rat
kaizen.co.uk/ai-voice-search/
DOWNLOAD THE SLIDES
“Alexa, I’d like to buy a video game”
“Alexa, I’d like to buy a video game”
“Based on your order history, I’d suggest
‘Crash Bandicoot N. Sane Trilogy’
for Nintendo Switch. It’s £26,
would you like to buy it?”
“HELL YES!”
DONE.
NO APP. NO BROWSER. NO SEARCH.
VOICE-ONLY SHOPPING
HAHAHAHA.
VOICE SHOPPING ESTIMATED TO HIT
$40 BILLION BY 2022 IN THE UK & US
O&C Strategy Consultants – Feb 2018
https://prn.to/2tez9Ix
THE GROWTH OF
VOICE SEARCH & ASSISTANTS
THERE ARE NOW OVER ONE BILLION
VOICE SEARCHES PER MONTH
Credit: Alpine.ai – Jan 2018
40% OF PEOPLE NOW USE
VOICE SEARCH ONCE PER DAY
Credit: Comscore
50% OF SEARCHES WILL BE WITH
VOICE INTENT BY 2020
Credit: Comscore
9.7
27
43.2
56
0
10
20
30
40
50
60
2016 2017 2018
(estimated)
2019
(estimate)
Millions
ALEXA & GOOGLE HOME DEVICES
ARE SELLING LIKE HOTCAKES
Credit: Associated Press & Statista
SIGNIFICANT
ADVANCES IN
VOICE TECH
Capgemini – Jan 2018
25% PERCENT OF PEOPLE PREFER USING A
VOICE ASSISTANT TO SHOP OVER A WEBSITE
Capgemini – Jan 2018
BRANDS WITH ALEXA SKILLS / GOOGLE HOME APPS
5X THE NUMBER OF
ALEXA SKILLS IN A
YEAR
65%
Ask a Question
43%
Play Music
43%
Check Weather
42%
Getting Directions
42%
Timers, Alarms &
Reminders
36%
Product / Company
Searches
HOW PEOPLE
USE VOICE
ASSISTANTS
Credit: Kaizen – May 2018
THE VOICE APPS
OPPORTUNITY FOR BRANDS
WE ASKED 1,000 OWNERS WHAT TASKS
THEY WISH THEIR VOICE TECH COULD DO
24%
Price Comparison
16%
Make Payments
15%
Budgeting Assistance
13%
et an Insurance Quote
WHAT PEOPLE
WISH VOICE AI
COULD DO
25%
Check Bank Balance
FINANCE
Credit: Kaizen – May 2018
29%
Check Hotel Prices
28%
Travel Updates
25%
Flight Check In
21%
Flight Availability
WHAT PEOPLE
WISH VOICE AI
COULD DO
31%
Check Flight Details
TRAVEL
Credit: Kaizen – May 2018
44%
Find Cheapest Option
27%
Track Auctions
20%
Item Returns
21%
Product
Suggestions
WHAT PEOPLE
WISH VOICE AI
COULD DO
48%
Delivery Tracking
RETAIL
Credit: Kaizen – May 2018
OPTIMISING FOR VOICE SEARCH
& ASSISTANTS
ANSWERS ACTIONS
ANSWERS
USE KEYWORDTOOL.IO TO IDENTIFY
LONG-TAIL QUESTIONS WITH VOICE INTENT
CREATE IN-DEPTH, MOBILE-FRIENDLY GUIDES THAT
SUCCINCTLY ANSWER EACH QUESTION
Credit: https://moz.com/blog/what-we-learned-analyzing-featured-snippets
STRUCTURE THE ANSWER TO
MATCH HOW SNIPPETS
APPEAR IN YOUR NICHE
PROFIT?
USE SEMRUSH TO IDENTIFY WHICH KEYWORDS
CONTAIN A FEATURED SNIPPET RESULT PAGE
USE ‘ORGANIZATION’ SCHEMA.ORG MARKUP
TO GAIN A KNOWLEDGE BOX SNIPPET
ALLLOWS GOOGLE HOME TO PULL ANSWERS
ABOUT YOUR BRAND
Robin Langfield Newnham - Voice AI Presentation
https://bit.ly/2EiV1DN
• Information Satisfaction: The query answer meet
the users needs
• Length: answers must be succinct
• Formulation: grammatical correctness ease of
understanding
• Elocution: spoken answers must have proper
pronunciation.
Search Speech Guidelines
for Google Assistant
ACTIONS (SMART PHONES + SPEAKERS)
You’re going to need a bigger API
WEB
SEARC
H
APP
VOICE
AI
HOW ALEXA’S ‘CUSTOM SKILLS’ WORK
Credit: https://developer.amazon.com/public/solutions/alexa/alexa-skills-kit/getting-started-guide
Built with AWS Lambda or Web Service
HOW GOOGLE ASSISTANT’S “CONVERSATION ACTIONS” WORK
Credit: https://developers.google.com/actions/develop/conversation
Built with Node.JS & Conversation API
USERS CAN NOW ‘STREAM’ GOOGLE ASSISTANT APPS
WITHOUT DOWNLOADING – OR KNOWING ITS NAME
SET PICKUP
LOCATIONS
CHOOSE
VEHICLES
ASK ABOUT THE STATUS OF THE
RIDE
INSURANCE INFORMATION AND
SUPPORT
ORDER
FOOD
TRACK
ORDERS
RE-ORDER PREVIOUS
MEALS
LEAVE
REVIEWS
FIND SPECIAL
OFFERS
DEEP AI / MACHINE LEARNING
GOOGLE DEEPMIND
GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT
HUMANS AT 23 GAMES VIA MACHINE LEARNING
GOOGLE’S DEEPMIND AI LEARNT HOW TO BEAT
HUMANS AT 23 GAMES VIA MACHINE LEARNING
4 HOURS OF TRAINING
TO LEARN THE ‘TRICK’
NOW DEEPMIND CAN NAVIGATE A
DOOM-LIKE 3D MAZE JUST BY LOOKING
49
GOOGLE HAS BUILT AN AI CALLED AUTOML.
THAT’S DESIGNED IS TO CREATE CHILD A.I.s.
AUTOML ACTS AS A CONTROLLER WHICH
CREATES NEW A.I.s FOR A SPECIFIC TASK.
50
AUTOML CREATED A “CHILD AI”, NASNET, TO
IDENTIFY OBJECTS IN A VIDEO IN REAL TIME.
AUTOML EVALUATED PERFORMANCE, IMPROVED ITS CODE, AND
REPEATED THE PROCESS THOUSANDS OF TIMES.
THE CHILD AI OUTPERFORMED EVERY
OTHER IMAGE RECOGNITION SYSTEM
MEET GOOGLE DUPLEX – THE A.I. ASSISTANT
THAT COULD MAKE ROUTINE CALLS FOR YOU
Robin Langfield Newnham - Voice AI Presentation
WE CAN ONLY HOPE

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Robin Langfield Newnham - Voice AI Presentation

Editor's Notes

  1. This is the latest innovations that Google / Amazon / Apple have delivered in the past 12 months or coming soon
  2. This is the latest innovations that Google / Amazon / Apple have delivered in the past 12 months or coming soon
  3. U.S. sales of smart speakers have more than tripled to nearly 25 million in 2017, about 11 million coming during the holiday quarter, according to a CTA estimate. They’re expected to grow further in 2018, to about 36 million, as Apple’s HomePod joins the fray. Sales of devices such as Amazon Echo and Google Home in the US increased by 279 per cent to 27m units last year compared with 2016 [Rob note – i.e. 9.7 million units], according to the CTA, and will increase by another 60 per cent in 2018.
  4. Voice Assistants + Search usage is growing massively. I'm here to convince to you to invest in this right now
  5. This is the latest innovations that Google / Amazon / Apple have delivered in the past 12 months or coming soon
  6. According to our data, these are the services customers want from brands when it comes to voice assistants
  7. According to our data, these are the services customers want from brands when it comes to voice assistants
  8. According to our data, these are the services customers want from brands when it comes to voice assistants
  9. According to our data, these are the services customers want from brands when it comes to voice assistants
  10. People don't go shopping for clothing. They shop for clothes that match up with an activity, such as hiking or power walking. Yet, the amount of unstructured data related to adventure sports is scattered all over the globe. Most stores don't keep a mountain biking expert on staff at all times. That's why The North Face uses Watson to guide customers to the right product. You begin by entering a phrase like "Biking in London in March" to kick things off. You enter whether you are male or female. Watson might ask if you expect rain or snow, and if you prefer any custom options. You'll then see a selection of products, not a laundry list of sizes and colours, but rather clothing that matches up with your upcoming activity. It takes the 'unstructured' database of an e-commerce site and makes it more of a human-centric experience.
  11. Took me 7 attempts to get OK Google to understand the question
  12. MusixMatch built the API First, then the App, then the Website, and now only engaging in SEO
  13. Invocation triggers define how users invoke and discover your actions. Once triggered, your action carries out a conversation with users, which is defined by dialogs. Dialogs define how users converse with your actions and act as the user interface for your actions. They rely on fulfillment code to move the conversation forward. Fulfillment is the code that processes user input and returns responses and you expose it as a REST endpoint. Fulfillment also typically has the logic that carries out the actual action like retrieving recipes or news to read aloud.
  14. the team trained an AI to play 49 different video games from the Atari 2600, a games console popular in the 1980s. The software wasn’t told the rules of the games, and instead had to watch the screen to come up with its own strategies to get a high score. It was able to beat a top human player in 23 of the games.
  15. the team trained an AI to play 49 different video games from the Atari 2600, a games console popular in the 1980s. The software wasn’t told the rules of the games, and instead had to watch the screen to come up with its own strategies to get a high score. It was able to beat a top human player in 23 of the games.
  16. the team trained an AI to play 49 different video games from the Atari 2600, a games console popular in the 1980s. The software wasn’t told the rules of the games, and instead had to watch the screen to come up with its own strategies to get a high score. It was able to beat a top human player in 23 of the games.