人工智能在品牌推广中的运用。寻找创新算法。
It's relatively easy for AI to come up with rationalizable applications as assistant services, language understanding or image recognition, to name a few.
Even if the amount of variables and possibilities to be processed is huge, for these kind of services the algorithms can rely on a pretty solid logic framework.
对于人工智能而言，设计出诸如助手服务、语音识别以及图像识别等基于逻辑的应用程序相对容易。
对于这些服务，即使算法需要处理大量的变量和可能性，仍然可以依赖于相当坚实的逻辑框架。
But what about the process of building a brand, which is strictly connected with creativity, and therefore generated by the intricate intersections, combinations and permutations of human understanding, cultures, emotions and personalities.
那么，建设一个品牌中的应用呢？品牌建设与创意密切相关，它是认知、文化、情感和个性等复杂交织、组合和排列的结果。
"Can we take what humans think is creative and try to put that into an algorithm? I don't think it's going to be possible for quite a while. ” Says Jason Toy, the CEO of Somatic, one of the most sophisticated AI platforms available.
Somatic（目前最成熟的人工智能平台之一）首席执行官Jason Toy曾说：“我们能把人类认为有创意的事物放进算法里吗？相当长一段时间里，我都认为这不可能。”
I think the real question is: should replacing human creativity be the goal of AI even if it was technically feasible?
我认为真正的问题在于：即使技术上可以实现，但代替人类创造力应该是人工智能的目标吗？
Seeking an answer to that dilemma I've been exploring potential roles of Artificial Intelligence in the creative process of communicating a brand.
为了找到答案，我一直在探索人工智能在品牌传播过程中的应用。
I found it easier to start with a reverse engineering approach: by analyzing an existing successful branding case from an AI brain point of view, and observing what the artificial intelligence could understand and distill out of it. The learnings can be used to define the AI role in creating new brands.
我发现从逆向的角度开始探索更加容易，即：通过人工智能分析已经取得成功的品牌推广项目，查看人工智能能够从中理解并提炼出哪些有用信息。
案例结论可以用来定义人工智能在品牌传播过程中的应用。
For this particular experiment, I utilized Watson, the IBM AI platform.
在这一特定案例分享中，我使用了IBM人工智能平台Watson。
Watson provides a so called "empathy" algorithm, able to understand personalities and tonalities by analyzing words and sentences.
Watson提供了一种所谓的“empathy”算法，它能通过分析单词和句子了解个性和通调。
I applied the Watson "empathy" algorithm to the historical Apple 1997 campaign "Think Different".
我将Watson的“empathy” 算法用在1997年苹果公司的 “Think Different” Campaign视频中。
For who isn't familiar with that creative masterpiece, here is the full TVC version.
如果你还不熟悉这一创意作品，以下是完整的TVC供观看。
I asked to Watson "empathy" algorithm a summary (in terms of personality and tonality) of the TVC, and this what I got:
我向Watson AI索要了其对该TVC的总结（个性和通调方面），我得到了以下答案:
We can talk about branding only when the communication embodies the personality of the brand. So the next natural step of this experiment was to get Watson 'feel" the Apple brand.
In order to do so, I fed the algorithm with the famous Jobs' 2005 Stanford speech, which says a lot about Apple's spirit.
我们谈论branding是因为传播中体现了品牌个性，因此，案例的下一步自然是让Watson“感知”苹果公司的品牌。
为了做到这一点，我将充分体现了苹果精神的乔布斯2005年在斯坦福大学的演讲加入了这个算法。
Here is what Watson thinks about the personality behind this speech.
下面的结果是Watson对这篇演讲personality的分析
In the Watson summaries, we can identify strong similarities between the brand communication (TVC) and the brand spirit.
在Watson的总结中，我们可以发现品牌传播（TVC）和品牌精神之间的高度一致性。
Only by seeing a TVC and listening to a brand founder speech, Watson was able to identify the keywords that are at the core of the Apple brand:
Watson通过TVC以及品牌创始人的演讲，能识别出苹果品牌核心的关键字
（下面红色框出部分）
With the 3rd step of the experiment, I wanted a Watson opinion about the famous people featured in the TVC. Mahatma Gandhi for example.
第三步，“Think Different”TVC中所选择的人物是否契合品牌通调呢？我们以Mahatma Gandhi为例，看watson会给出怎样的答案：
I provided to Watson's brain over 12,000 words from an autobiographical book by Gandhi.
我向Watson的大脑输入了Gandhi的一万两千多字的一本自传
And this is what Watson came up about Gandhi personality and tone.
以下是Watson对Gandhi个人画像的结论：（重点红色框出部分）
Clearly, Brand, TVC and chosen ambassador, have a lot of key things in common, as it is supposed to be in a good brand strategy.
从以上不同角度测试结论中，各围度的高度一致性清楚看到，一个优秀的品牌策略，不论是campaign创意、对外PR、所用的明星或KOL都是围绕品牌核心利益点进行沟通的。
But Most importantly, we see that Watson was able to distill the shared keywords at the core of the brand, the TVC and the people in it!
最重要的是，Watson能提取出品牌、TVC和片中人物所包含的共同关键词。
I could carry further the experiment, but to me the learning is pretty clear.
这个实验我会继续深入下去。但于我而言，学到的已经非常清楚。
If an AI is able to 'get' the essence of a brand by analyzing an existing case, we can suppose that it could help also in the process of building a brand, when the case is being created.
如果人工智能能够通过分析一个即有的案例来“获得”品牌的精髓，我们可以推想在创建项目之前，它还可以在品牌建设的过程中发挥作用。
How we perceive Apple today, might sound obvious to us. But if we try to project ourselves in the time when Apple was just a fruit name, and we try to imagine how hard must have been to spread consistently those core values that now we all know, in that perspective, Watson preliminary intuitions could have been extremely valuable.
如今，人们如何看待苹果已经毋庸置疑。但试想，在“苹果”仅仅是一种水果名的时代，要改变大众的认知持续传播品牌价值观是多么困难。从这一角度来看，Watson初步的直觉就显得非常有价值。
In other words, creatives could have used AI to analyze the brand DNA (in case of an uncertain brand positioning, they could have analyzed just the founder vision!), TVC scripts options, and possible celebrities featured in it. At a very early stage of the campaign creation, AI could have provided inputs to explore and adjust accordingly the communication in order to match the core values.
换句话说，创意团队可以使用人工智能对品牌DNA（在品牌定位不确定的情况下，可以仅分析创始人的愿景）、TVC脚本以及其中可能出现的名人进行分析。在Campaign初期，人工智能可以提供数据来探讨和调整品牌传播策略，以匹配品牌核心关键词。
In that sense, AI could be an inspirational source for creatives to explore variegate territories with the guide of an "empathetic" algorithm who doesn't let them get lost in the sea of the imagination.
从这层意义上来看，人工智能可能是创意团队在“empathetic”算法的指导下探索不同领域的灵感源泉，而这种算法使得创意不会跑偏。
Quoting Rob High, Vice President and CTO of IBM Watson: "What I'm looking for out of cognitive systems is not just another form of computing but something that actually creates a presence in our life and through that presence is able to inspire us.”
借用IBM副总裁兼首席技术官Rob High的话说：
“我想从认知系统中寻找的不仅仅是另一种计算形式，而是一种能够创造生活存在的东西。通过这种存在，能激励我们继续前行。”
Nick Landucci.
Co-founder and CCO, NIQI
NIQI联合创始人兼首席创意官
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