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Beetle Moment Marketing Podcast

Voice technology, marketing, and business. Start the clock on your beetle moment.

Insights on the latest in marketing and voice technology with Emily Binder. Listen to grow your brand or your brain. Answering to no one, always raw. Start the clock on your beetle moment... now!
Latest Episode
2019-11-4

056 - Kate O’Neill: Why Technology Must Be Human Centric

Ep. 56

How do we design technology that is both smart for business and good for people? This conversation asks questions about our approach for voice and AI, oncoming voice tech issues such as deep fakes, and privacy issues such as data mining by Facebook and other tech companies. Author and keynote speaker Kate O'Neill is known around the world as The Tech Humanist. Hear her great approach to keeping technology human and what it will take for emerging technology to be successful from a business standpoint.


Timestamps:

03:15 How do we approach voice design from a human centric way that is also good for business?

04:30 Weather skill example - take context about what someone using the skill needs, like an umbrella

05:20 Business might build voice tech or other tech in order to check a box but it’s better to build for the person on the other end

06:00 Don’t ask “What’s our AI strategy?” - steak back and say “What are we trying to accomplish as a business? 07:00 Who are we building for and how can we serve their needs?”

06:20 Create alignment and relevance between the business and people outside it

07:10 Avoid unintended consequences of technology as it becomes capable of such scale

07:35 Google Translatotron and deep fakes: Translatotron translates spoken word into another language while retaining the VOICE of the original speaker. Read more: https://bigthink.com/surprising-science/translatotron.

08:40 Google would now have your voice - what will they do with it? Voice synthesis and deep fakes - the terrifying possibilities (overall: cool but scary)

How we should approach technology such as the Babelfish (Hitchhiker’s Guide) - simultaneous translation that does not lose integrity originating from the sound of your voice. But one step further: there is sampling of your voice that is sufficient for ML (machine learning) and AI to synthesize your voice.

09:30 Companies must govern themselves (e.g. Google)

09:50 Government has a responsibility to regulate privacy and data models

10:40 Kate doesn’t have smart speakers in her home because we don’t have a precedent for protecting user data, she says

11:20 Facebook Ten Year Challenge (Kate’s tweet went viral in January 2019 over the ten year old photo trend next to current photos of themselves) - she pointed out that this data could be training facial recognition algorithms on predicting aging

13:20 We have seen memes and games that ask you to provide structured information turn out to be data mining (e.g. Cambridge Analytics) - we have good reason to be cautious

14:40 "Everything we do online is a genuine representation of who we are as people, so that data really should be treated with the utmost respect and protection. Unfortunately, it isn't always." - Kate

15:00 Do we need government to regulate tech?

16:10 “Ask forgiveness, not permission” is clearly the case with Facebook so why are users so forgiving?

20:00 What does a future social network look like where there are fewer privacy and data mining and algorithm concerns?


Extra info:

Deep fake (a portmanteau of "deep learning" and "fake") is a technique for human image synthesis based on artificial intelligence. It is used to combine and superimpose existing images and videos onto source images or videos using a machine learning technique known as generative adversarial network.


Deep fakes and voice emulation: idea of voice skins and impersonation for fraud:

https://qz.com/1699819/a-new-kind-of-cybercrime-uses-ai-and-your-voice-against-you/

"In March, fraudsters used AI-based software to impersonate a chief executive from the German parent company of an unnamed UK-based energy firm, tricking his underling, the energy CEO, into making an allegedly urgent large monetary transfer by calling him on the phone. The CEO made the requested transfer to a Hungarian supplier and was contacted again with assurances that the transfer was being reimbursed immediately. That too seemed believable."


Subscribe to this podcast and listen free anywhere: beetlemoment.com/podcast

2019-11-4

056 - Kate O’Neill: Why Technology Must Be Human Centric

Ep. 56

How do we design technology that is both smart for business and good for people? This conversation asks questions about our approach for voice and AI, oncoming voice tech issues such as deep fakes, and privacy issues such as data mining by Facebook and other tech companies. Author and keynote speaker Kate O'Neill is known around the world as The Tech Humanist. Hear her great approach to keeping technology human and what it will take for emerging technology to be successful from a business standpoint.


Timestamps:

03:15 How do we approach voice design from a human centric way that is also good for business?

04:30 Weather skill example - take context about what someone using the skill needs, like an umbrella

05:20 Business might build voice tech or other tech in order to check a box but it’s better to build for the person on the other end

06:00 Don’t ask “What’s our AI strategy?” - steak back and say “What are we trying to accomplish as a business? 07:00 Who are we building for and how can we serve their needs?”

06:20 Create alignment and relevance between the business and people outside it

07:10 Avoid unintended consequences of technology as it becomes capable of such scale

07:35 Google Translatotron and deep fakes: Translatotron translates spoken word into another language while retaining the VOICE of the original speaker. Read more: https://bigthink.com/surprising-science/translatotron.

08:40 Google would now have your voice - what will they do with it? Voice synthesis and deep fakes - the terrifying possibilities (overall: cool but scary)

How we should approach technology such as the Babelfish (Hitchhiker’s Guide) - simultaneous translation that does not lose integrity originating from the sound of your voice. But one step further: there is sampling of your voice that is sufficient for ML (machine learning) and AI to synthesize your voice.

09:30 Companies must govern themselves (e.g. Google)

09:50 Government has a responsibility to regulate privacy and data models

10:40 Kate doesn’t have smart speakers in her home because we don’t have a precedent for protecting user data, she says

11:20 Facebook Ten Year Challenge (Kate’s tweet went viral in January 2019 over the ten year old photo trend next to current photos of themselves) - she pointed out that this data could be training facial recognition algorithms on predicting aging

13:20 We have seen memes and games that ask you to provide structured information turn out to be data mining (e.g. Cambridge Analytics) - we have good reason to be cautious

14:40 "Everything we do online is a genuine representation of who we are as people, so that data really should be treated with the utmost respect and protection. Unfortunately, it isn't always." - Kate

15:00 Do we need government to regulate tech?

16:10 “Ask forgiveness, not permission” is clearly the case with Facebook so why are users so forgiving?

20:00 What does a future social network look like where there are fewer privacy and data mining and algorithm concerns?


Extra info:

Deep fake (a portmanteau of "deep learning" and "fake") is a technique for human image synthesis based on artificial intelligence. It is used to combine and superimpose existing images and videos onto source images or videos using a machine learning technique known as generative adversarial network.


Deep fakes and voice emulation: idea of voice skins and impersonation for fraud:

https://qz.com/1699819/a-new-kind-of-cybercrime-uses-ai-and-your-voice-against-you/

"In March, fraudsters used AI-based software to impersonate a chief executive from the German parent company of an unnamed UK-based energy firm, tricking his underling, the energy CEO, into making an allegedly urgent large monetary transfer by calling him on the phone. The CEO made the requested transfer to a Hungarian supplier and was contacted again with assurances that the transfer was being reimbursed immediately. That too seemed believable."


Subscribe to this podcast and listen free anywhere: beetlemoment.com/podcast

2019-10-15

054 - Will You Use One Voice Assistant or Many? Dave Kemp and Katherine Prescott

Ep. 54
2019-9-30

052 - Brian Roemmele - Amazon’s Hardware Announcements: Keys to the Castle - Pt. 1

Ep. 52

Guest: Brian Roemmele, "The Oracle of Voice"


Echo Buds, Echo Frames, Echo Loop, and more brand new products announced last week will take Alexa to new fields: what does this mean? Brian Roemmele is known as the Oracle of Voice for a reason. Over decades he has predicted so many things that came true. The brilliance of these new products like Echo Loop is about getting Amazon into the castle without fighting for spaces that are already occupied, like the wrist or the pocket.


A big theme of this episode is getting out of the weeds of the technical features like the carburetor or the exact RAM, and instead looking at better ways to get work done. Bigger picture. We are looking at the beginnings of new use cases in brand new paradigms. When you paradigm shift, the canvas is blank, and that’s where we are with voice.


This is Part 1 - tune back in next week to hear more! Subscribe free in your favorite podcast app so you don’t miss it: bit.ly/playbeetle


Read more: Amazon Devices Event, September 2019


Timestamps and topics:

Timestamps and topics:

04:00 Amazon’s patents telegraph the future

04:50 Amazon did not dominate in smartphone, obviously (Fire Phone failed - and at the time in 2014, people overlooked the first generation Amazon Echo)

05:50 Smartphone is an old modality

06:10 iPhone is the iconic smartphone

06:30 What is the strategy to get into the castle? Content and shopping, largest merchant on planet

07:10 Amazon is a retailer not a technology company - this is why Amazon created the voice first experience first

Amazon does not pretend ot be a tech company, they’re a company that produces technology

07:50 They don’t have mindshare yet, and that is key

07:55 What happens with content and mindshare? How does content creation play in?

08:30 Amazon is not going after the smartphone or smart watch (not after the wrist or the pocket

09:10 Products that define new categories must be loved and hated

09:30 “Talk to the hand” back in vernacular with Echo Loop

10:30 Tech companies don’t consider anthropological and sociological impact of products

11:10 We ask“can we?” too often and don’t ask “Should we?” enough

11:45 Brian’s thesis: Hyper Local

11:55 Echo Loop (a ring) is not always on, it has a button. It draws you into the Alexa ecosystem without taking away from Apple AirPods - and that is brilliant

13:20 Future of the voice assistant that you talk to like a significant other

13:30 Done thumb clawing at screen - that is the future

13:50 Echo Frames and Echo Loop are early versions of the ubiquitous voice future

14:20 Near field computing, mid-field, and far-field (open room) - Amazon’s secret weapon over the castle wall was to get in the home (with Echo in 2014) - which became the fastest adopted consumer technology in history

15:10 The tech leap happened organically with consumers from kitchen to living room - Amazon is doing the same strategy again to get people to adopt this in the near field

15:50 People mocked the iPad (menstrual pad?) and look what happened - these products have to be hated or mocked

16:30 iPhone was laughed at because it didn’t have a keyboard. What is past is prologue. We always see the future through the glasses of right nowand the past - always view the future through the rearview mirror: 16:40 We defined the new in the words of the old, e.g.: the horseless carriage, flameless candle, talking pictures.

17:50 Most voice first experts have nothing to do with the technology world, which irritates folks in tech

18:45 Computing is not what it was for the last sixty years, and it will not continue to be what is has been the last twenty - think about this for typing and interacting

18:55 Technology gets bigger and bigger until it disappears (e.g. you don’t talk about your carburetor, you just buy a car that works or Jobs saying RAM doesn’t matter, you will only care what the computer does or accomplishes)

21:35 There are no killer applications for voice. “Apps?” That’s 2D.

21:55 So what are people really looking for with voice?

22:30 "The idea of the app is already gone.”- Brian

23:40 The intimate relationship that technology can and will spawn is the killer app. We can’t see that world clearly yet

24:50 We’re not battling on the grounds defined by prior technologies

25:10 We’ve only seen 4 of the 175 modalities that voice first works in

25:50 Amazon’s brilliance is great utility to an existing ecosystem (Alexa)

25:00 Amazon doesn’t expect Echo Buds to replace Apple AirPods

27:20 Echo Buds isolate noise and incorporate multiple VAs like Google and Siri

27:30 AirPods are a cultural phenomenon about fashion as much as sound- that is why they won’t be easily replaced by Echo Buds

28:05 Brand signaling with AirPods, or whatever product comes next- that is human

28:30 Loop and Frames are wise moves

29:10 AOL move to open AOL Mail to internet mail is similar to Buds move to open to other VAs

29:40 Amazon subsidies for Buds and Amazon Music. Music is a commodity - supplier does not matter.

30:10 When you stream music, that streaming service makes almost nothing (e.g. Apple, Google, Spotify) - loss leader. The strategy is about attention, narrative, communication with the customer.

30:50 See: Prime. Brilliant. Long term relationship.

2019-9-16

050 - TD Ameritrade Alexa Skills: Brevity, Levity, and Familiarity - Dani Fava

Ep. 50

Guest: Dani Fava, Director, Institutional Innovation, TD Ameritrade. Voice technology is a powerful medium for a relationship-centric business like wealth management. In fact, one of the Flash Briefings that Dani Fava launched, TD Ameritrade for Advisors, just won the Custodians: Thought Leadership category of the 2019 Wealth Management Industry Awards.


Hear about Dani's experience launching Alexa Flash Briefing skills for TD Ameritrade. With apps across voice assistants like Alexa and Google on both on the institutional and brokerage (retail) sides of their business, TD Ameritrade is a leader in voice for the banking category. And as Director of Innovation, Dani is leading that charge!


Plus Dani shared one financial advisor’s emotionally moving story about how the TD Ameritrade Alexa skill empowered a longtime client to once again feel control over her finances through voice.


Full show notes coming soon!