Dr Joanna Batstone Vice President and Lab Director IBM Research Australia and Chief Technology Officer
Keynote speaker Dr Joanna Batstone spoke at CeBit 2016 Australia the largest and longest running business technology event in Asia – Pacific region 2-4 May at Sydney Olympic Park. www.cebit.com.au
Media Futures interviewed Dr Batstone about “ Coginitive Computing comes of age ” and it’s applications for the media sector Here’s a snap shot summary of what Dr Batstone had to say.
1. Question : The media are paranoid about losing audiences and market share. How does Cognitive computing help the media ?
Response : One area where IBM has participated is to take the volume of media data in the video stream, apply IBM Watson technology and turn it into insights. Another example is the convergence of video and data feeds for example Facebook and Instagram. Here new applications emerge as we bring these sources together.
2. Question : Can you apply Cognitive Computing to measure text data?
Response: In SMS or for instance a tweet, personality traits can be assessed to profile whether someone is introverted or extroverted, open or not. This leads to tailor making offers to that individual based on their personality. Twitter handle analysis is available through API analysis plus it is available for a company’s customer feedback on their websites, you can have a relationship with a set of customers, you can learn about the emotive responses from the tweets and the stylistic ways that a customer writes and analyse the way they write. This allows us to create the right language, to tailor the interaction style and become human in response to the customer.
3. Question : Twitter Ratings are now available for TV can you marry the ratings data with IBM Watson data to look deeper into the results ?
Response: Example would be a client in the insurance industry who leverages social media analytics to look at profiles of consumer response to new marketing products. By combining real time social media data feeds matched to analytics from your website you can analyse what’s happening and what they are saying and do some inference around marketplace adotopn. It’s not about one style of data it is about multiples of data combined together to drive new insights.
4. Question: The computer needs to be taught to identify issues, this is important to programmers and those who create content. Is Cognitive computing able to predict what audiences want. Can we predict the future of media ?
Response: You can clearly identify the emerging trends, but predicting the future exactly is difficult, like predicting the weather, but patterns do develop. But we not going so far as to say we can fully predict the future for new media models.
5. Question : Cognitive is augmented intelligence, where does it stop ?
Response : Cognitive systems are built on augmented intelligence or accessible intelligence and added to with the personalised nature of teaching and learning. How far can we go, there are now many advances and we are well ahead of early systems at IBM Watson. There are systems that can learn and interpret.
6. Question : Is Cognitive computing a cookie cutter approach or can you tailor make for individual organisations?
Response: You can drill down and tailor make. The Watson Developer Cloud is a tailor made system that will publish API’s or services and we encourage clients to create new applications based on the tools we create, it is very much an open platform.
Media Futures undertook this interview in order to inform the media industry that there are more tools available for media decision making, minimising the hit and miss style of future media models and to be more predictive in appealing to future audiences. The payback to media owners and advertisers is to be more precise in decision making and be able to target more effectively. If your media policy, media strategy, media planning and media buying have not addressed Cognitive computing methods it is worth investigating this emerging sector.
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