How does social media use our data to make money from us? How does AI influence our buying decisions through ad targeting? How are bots used in customer service? How is Youtube fighting terrorism? Does social media know us better than our friends? How is Facebook trying to prevent suicide? How has Pinterest visual search transformed itself from a social media into an e-commerce? How will the social media of the future be based on a virtual environment? Trying to give an answer to the questions of one of the hottest topics on technology and media ‘Rise of the machines: Social media meets Artificial intelligence’ at KosbitTalks.

1. Rise of the machines:
Social media meets
Artificial intelligence
KOSBIT TALKS
20th of November 2017
Armend Ukshini
Chief Operational Officer

2. Hello Siri!
Natural language processing (NLP) as in Siri and
Cortana is only one dimension of AI. From Google
Home and Amazon Alexa home assistants who can
order your food, book your flights, show you the
weather, play your music, order in the grocery store to
self-driving cars and further to Sophia, the humanoid
robot who has recently been granted the Saudi Arabia
citizenship AI is reinventing our lifestyle.
The focus of this presentation is AI in social media.

3. The Three Laws
On
Robotics.
Asimov’s (1942) suggested laws devised to
protect humans from interactions with robots.
They are:
I. A robot may not injure a human being or,
through inaction, allow a human being to come
to harm
II. A robot must obey the orders given it by
human beings except where such orders would
conflict with the First Law
III. A robot must protect its own existence as
long as such protection does not conflict with
the First or Second Laws

4. Let me talk about a fact.
90 % of all the data in history was created the last
two years – that’s 2.5 quintillion bytes of data per day.
We do not know what the number is, but we know it is
to much. Numbers are staggering!
Most of these data is daily shared in social media.
Intelligent computer-mediated technologies facilitate
the creation and sharing of information, ideas, career
interests and other forms of expression via virtual
communities and networks.

5. Think of yourself.
The amount of data you created yourself today in
social media: Likes, comments, photo & video posts.
With each click, share and like, the world's data pool is
expanding faster than we can comprehend.
The data you created and used and the manipulation
with those data comes down to one thing what social
media is about: engagement. More data means more
engagement. More engagement means more money.

6. While we spoke these 60 sec.
Facebook users shared 2,460,000 pieces of content
Instagram users posted 216,000 new photos
Snapchat users shared 527,760 photos
YouTube users watched 4,146,600 videos
Twitter users shared 456,000 tweets
Pinterest users pinned 3,472 photos
LinkedIn gained new 120+ professionals
…and there is Tumblr, Spotify, Yelp, Vine, Tinder…

8. What happens with this data?
Problem: Data is ‘unstructured’ and must be converted
into ‘structured data’ or information in order to use it.
People are not able to structure that data.
That’s why artificial intelligence is used in social
networks as an efficient way to sort through large
clusters of user-generated information.
Evolution has found the people unprepared for the next
gen technology. People are exposed.

9. What’s does the AI do?
Artificial intelligence (AI) —the theory and
development of computer systems able to perform
tasks that normally require human intelligence, such
as visual perception, speech recognition, decision-
making, and translation between languages.
The term often used to describe the functions of this
kind of AI is “deep learning/machine learning,” which
essentially means a high-level knowledge formed by
analyzing and establishing patterns in large data.

10. Is this serious?
Facebook launched FAIR, a new research
lab dedicated entirely to advancing the field of AI.
Deep learning expert Yann LeCun is directing the
efforts of the lab.
Google acquired DeepMind, a company that built
learning algorithms for e-commerce, simulations, and
games, for $400 million. DeepMind's 50 employees
were considered to be among the most talented
experts in the field of AI.

11. Really, is this serious?
LinkedIn acquired Bright, a company that focused on
data- and algorithm-driven job matches, for $120
million — its largest acquisition to date.
Pinterest acquired VisualGraph, a company that
specialized in image recognition and visual search.
Snapchat acquired four-year-old Cimagine, whose
augmented reality platform lets consumers instantly
visualize products they want to buy for $40 million.
Another start-up, Looksery cost them $150 million.

13. Who needs this?
Global corporations’ marketers and advertisers glean
insights from this vast ocean of unstructured
consumer data collected by the world’s largest social
networks.
Why? Money. For social media, this means AI can help
with anything from personalized product suggestions
based on previous engagements, to image and voice
recognition, to deep sentiment analysis.

14. Forms of AI in social media.
Bots.
Human sentiment analysis.
Image, Voice & Location identification.
Augmented reality & Virtual reality.

15. Artificial Intelligence
in Social media
can speak to us.
Bots.

16. What is a bot?
Imagine texting a number to order pizza and having it
delivered without ever talking to a real human -- that's
what bots are all about. Imagine booking a flight, a
hotel room, buy clothes…
Specifically, a bot is a software application that
behaves like a human and performs an automated
task, such as setting an alarm, responding to your
messages, telling you the weather or searching online.

17. Facebook bots.
Facebook has its own suite of chatbots for its
Messenger app. Chatbots simulate conversations and
are mainly used by businesses as a mean of business
and customer interaction in social media marketing.
These chatbots enable content consumption,
customer service and productivity tools.
Bots are also used as a way of manipulating public
opinion and inducing political change (Trump/Clinton).

18. ‘Hot’ Facebook bots.
Duolingo helps you learn a new language.
Gymbot tracks your training progress.
Dinner Ideas suggests the perfect recipe for you.
Hipmunk organizes and proposes travel destinations.
Pizza Hut lets you order a pizza in a few clicks.
HealthTap answers your health questions.
TechCrunch send the latest technology news.
…and more than 100 000+ other bots.

20. Facebots war.
Facebook was forced to shut down a pair of chatbots
in the social network’s artificial intelligence division
after discovering that they had created a secret
language all on their own.
But in their effort to boost their ability to negotiate
and speak, the developers managed to give the AI
system a key to creating their very own language. As
time passed, the bots began to communicate with one
another — without any human input, whatsoever.

21. Twitter bots.
Twitter has its own twitterbots who automatically
generate messages (tweets) or advocate certain ideas,
support campaigns and public relations either by
acting as a follower or even as a fake account that
gathers followers itself.
A recent study finds that up to 48 million Twitter
accounts could be bots.

22. The Trump botaffair.
There is no evidence the Twitter feed belongs to
someone named Nicole Mincey. And the account,
according to experts, bears a lot of signs of a Russia-
backed disinformation campaign. Trump is evaluated
to have four million fake twitter followers.

23. ‘The Twitter president’.
"During the third presidential debate, Twitter bots
sharing pro-Trump-related content outnumbered
pro-Clinton bots by 7 to 1. And in the span
between the first and second debates, more than
a third of pro-Trump tweets were generated by
bots, compared with a fifth for pro-Clinton
tweets.“ Recode.

24. Artificial Intelligence
in Social media
knows and can analyze us.
Human sentiment analysis.

25. Social media is free of charge.
Right? But Facebook reported advertising revenue
of $9.16 billion in the second quarter of 2017, a
47 percent increase over the same quarter last
year.
These money is coming from somewhere,
namely the personal information of 2 billion users
that Facebook has from mining from online
activity, against which it sells hyper-targeted
advertising.

26. Social media stalks you.
When you’re scrolling down through the News feed on
Facebook do you sometimes have a feeling that you
are being watched?
An ad pops up that’s right up your alley for a Mercedes
you just wrote a status on. Or, voila there are three
new articles similar to what you’ve just clicked on!
You go in Instagram joking about wanting a Jeep and
voila, there is an ad promoting a Chrysler dealership!

27. Social media knows you.
Sometimes, you get the feeling that Facebook knows
you personally, sometimes better than your friends.
It does!
Facebook’s, Instagram’s, Linkedin’s and all other social
media algorithms based on AI track what you like,
watch, listen and click on.
Social media uses this information to target ads to
users on behalf of advertisers. Social media sells you
and sells to you.

28. What Facebook knows about me.
Apart from all the information I have given and are
public (name, family, birthday, education, location,
marital status, etc.) and daily activities in liking,
commenting, posting pictures and videos… I made a
quick check through ‘Ad preferences’ for more:
Business & industry: Small business, digital marketing,
startups, entrepreneurship, technology…
News & Entertainment: TechCrunch, Fastcompany, Inc…
Travel, Places & Events: Formula 1, Music festivals…

29. Facebook NewsFeed.
The social network carefully curates your News Feed
based on your past interactions with posts and people.
You will see more news about cars if you are liking car
pictures or reading car articles.
In addition, Facebook makes assumptions about its
users to categorize people into groups that advertisers
can target.
The same happens with LinkedIn and YouTube. You will
get recommendations similar to what you watch more.

30. Facebook emoticons.
One way of doing that: emoticons!
If I am Hillary, I would be thrilled to target people who
can’t stand Trump right now.
If Apple would like to sell their new iPhone X, they will
target users who are ‘angry’ or ‘sad’ with Samsung
phones.

32. Facebook emoticons plus.
It’s the same when you write statuses and select an
activity from the drop down menu (e.g. liking,
watching, drinking…) you structure the data.
If you choose a particular pre-formatted emotion,
piece of media, or food, Facebook could potentially
use that behavior to pinpoint you with ads. If you
listen to a Daft Punk song, it could target you with ads
for their new album or a nearby concert.

33. Facebook AI can spot suicide.
The social network has developed algorithms that spot
warning signs for potential suicides in users' posts and
the comments their friends leave in response.
Talk of sadness and pain, for example, would be one
signal, or responses from friends with phrases such as
"Are you OK?" or "I'm worried about you“.
After confirmation by Facebook's human review team,
the company contacts those thought to be at risk of
self-harm to suggest ways they can seek help.

34. LinkedIn NewsFeed.
LinkdIn Newsfeed has the same AI logic for postings in your
wall like Facebook and excels in using AI is in matching
candidate profiles with job posting from companies.
The new LinkedIn Talent Insight Tool is powered by AI and
taps near real-time data to show recruiters where the most
talented workers are by location, employer, industry, and
skill set. A recruiter plugs in their requirements, and the
analytics dashboard will display the findings based on those
criteria.

35. Artificial Intelligence
in Social media
can watch, hear and find us.
Image, Voice & Location recognition.

36. Facebook ‘Tag suggestion’.
Whenever we upload a picture in Facebook it
automatically identifies every one and suggests to tag
them. This is Facebook’s ‘Tag Suggestions’ tool for
photos. The site now knows not just your name, age,
hometown and what you “Like,” but also what you look
like.
This tool pre-tags a user’s friends using facial recognition
software to match newly uploaded photos with photos
that have been tagged elsewhere.

37. Facebook visual targeted ads.
Facebook’s ‘Lumos’ work on identifying content of the
pictures might lead to new horizons. Let’s say, if
Facebook identifies a user’s face and her friends hiking
in a photo, it can use that information to place ads for
hiking equipment on her Facebook page.
Moreover, it may identify our reactions when we smile,
cry or laugh, when we are happy or unhappy in relation
to a certain picture or video of a product. And target
people based on facial emotion expression.

38. Facebook for the blind.
Facebook is working on automatically describing the
content of photos to blind and visually impaired
users. Facebook identifies what is in the photos, then
uses the iPhone’s VoiceOver feature to read descriptions
of the photos out loud to its users.
Facebook’s object identification feature opens up the
opportunity to find and fight fake news, nudity and
extremism.

39. YouTube fighting terrorism.
YouTube experienced a setback after giants like Verizon
and AT&T removed their ads from the site because their
ads were displayed alongside offensive and adult
content. This sparked the need for more algorithms in
identifying video content and removing from the site.
This technology is being used also for extremist and
terrorist videos which are being pulled down from the
site right after the identification. Youtube says the
success rate is in the 75% of the cases.

40. Pinterest visual search engine.
Sometimes you spot something you really love on
Pinterest, but you don’t know how to find it in real life,
or what it’s even called. There’s that perfect lamp hiding
in a Pin of someone’s living room!
It’s simple, tap the search tool in the corner. Then select
the part of the Pin you’re interested in, and we’ll show
you Pins just like it.
Pinterest has moved from social media to huge e-
commerce web site.

41. Pinterest and Target.
Pinterest has signed a multi million deal with Target to
integrate its visual search technology known as Lens into
Target’s apps and desktop website.
All of Target’s inventory will be equipped with Pinterest’s
technology to allow anyone to scan items in the real world
and shop similar items through Target.com.
Taking a picture of a red dress, pulls up posts of red dresses
that consumers can browse through and shop.

43. Voice recognition.
Let me talk about the future. Voice recognition AI will
change the way we interact with social media. People
slowly will get bored with swiping, tapping and clicking and
will like, comment, post pictures and videos only through
voice commands.
It will be the difference between opening an airline app to
get your flight information and simply typing or saying,
“Grab my boarding pass.”
Google Glass open up! Apple ‘glasses’ in the horizon.

45. Location identification.
Geosocial networking is a type of social networking in
which geographic services and capabilities such
as geocoding (streets, buildings, parks) and geotagging
(meetups, concerts, nightclubs, reviews) are used to enable
additional social dynamics. User-submitted location data or
geolocation techniques can allow social networks to
connect and coordinate users with local people or events
that match their interests.
Famous: Foursquare, Yelp, Gowalla, Facebook Places.

46. Foursquare whereabouts.
Foursquare helps you find the perfect places to go with
friends. Discover the best food, nightlife, and entertainment.
The app provides personalized recommendations of places
to go to near a user's current location based on users'
"previous browsing history, purchases, or check-in history".
Foursquare City Guide can serve up a reminder to order the
chai latte from a restaurant near the place where you’re
standing, or one of the stores can ping you with a discount
promo for the store you're visiting.

48. Facebook ‘Safety check’.
This pioneering communication service is only switched on
in times of emergency and is designed to help families find
out if their loved ones are safe and well following a natural
disaster or terror attack. The social network switches on the
service following a disaster or atrocity.
People in the region where a horrific event occurred will
receive a Facebook notification on their smartphone, asking
if they are safe and well. Click "I'm safe", and it will place a
post on your News Feed to alert friends or family.

49. Artificial Intelligence
in Social media
can play and deceive us.
Augmented & Virtual reality.

50. AR: Snapchat ‘Lenses’.
While virtual reality places you in a completely
virtual world, AR places virtual objects onto the real
world and lets you interact with them.
Snapchat has a set of rear-camera lenses that let
you place virtual objects in the real world using the
app's camera like: puppy dog and flower crown
selfies. These are known as ‘Lenses’. Lenses are
copied now by Facebook Messenger and others.

52. VR: Oculus and Facebook.
The ultimate goal of Oculus and Facebook will be the
creation of genuine and deeply convincing ‘social’
interactions.
The achievement of ‘social presence’ will be reliant
upon replicating the feelings experienced when you
are spending time with other people, only you will be
doing so in a virtual environment.

53. VR: Oculus and Facebook
Toybox experience from Oculus demonstrates the
possibility of interacting with another individual,
playing with toys or batting around a ping-pong ball in
a completely virtual environment.
Pretty much anything we can do on a laptop, tablet, or
smartphone will be transferred into a fully-
realised virtual environment.

55. The way forward.
Social media powered by AI and gadgets that utilize
them have been able to get a huge buzz in the market
and have become biological extensions to our lives.
More and more corporations are increasing their
investment which are expected to grow up to 300% in
2017.
The way forward is hardly predictable because of the
opportunities opened by AI. Holograms might be the
next step. Think about it!

56. ‘I can can i i everything
else’
Is the Turing Test passed?
“I believe that at the end of the century the use
of words and general educated opinion will
have altered so much that one will be able to
speak of machines thinking without expecting
to be contradicted.” - Alan Turing, Computing
machinery and intelligence, 1950

57. Discussion
Questions & Answers
Thank you.