Thought Leaders in Artificial Intelligence: Grapevine6 CEO Mike Orr (Part 2)

Sramana Mitra: What kind of impacts are measured with this kind of engagement?

Mike Orr: We measure the direct engagement on the content itself both at the individual and organizational level. SAP is an example of that. We measure how many people are reading the articles that they are posting and determine what type of content or topics are the most engaging.

We can give our view to the individual salesperson because now they have to think like a marketer, which is challenging for them. They need to think about how they are engaging in broadcast communication. We provide a view of the different topics, publishers, and tech content.

We then roll that up to the marketing group to say, “Here’s how your internal content is performing. Here are the topics that are driving conversations.” Maybe the content is outside of the content that you are publishing, and that you should shift your content this way. If people are interested in the application of AI in cloud computing when all you are writing about is financial services, then you may want to consider changing your content strategy to engage on those topics.

Sramana Mitra: How do you price in an enterprise account for a company like SAP?

Mike Orr: We do a lot of distributed relationship managers or salespeople. We charge by the number of seats that are used in the application, not necessarily the number of marketing people that are administering it.

We also do a lot of work in financial services where there is a unique compliance and supervision component. You need to actively supervise the communication that’s happening between a financial advisor or insurance agent and their customers and prospects, for example, because of the regulatory constraints. That’s an added service that we offer as well that also embeds AI.

We use AI to sift hundreds of thousand pieces of content to the ten that are the most relevant to you. We also use AI to say, “There are hundreds of thousands of different actions that all these people and agents did in social media. Let’s find the ten that actually represent a risk for your brand.” In that model, it’s an added cost for that service. 

Sramana Mitra: Let’s focus on the AI angle and I’ll ask you some specific questions on that. Let’s look at the use case where you are applying AI to the SAP use case that you talked about earlier. Give us an example or two of how AI is enhancing that particular use case.

Mike Orr: AI allows you to do things at scale that would be humanly impossible. We index and look at hundreds of thousand pieces of content in six different languages every day. We have to analyze those using NLP technology to figure out what they are about, the different topics, and how they are classified so that we can take that and match it to a set of interests and apply some machine learning to determine which ones are best suited for each user.

Wherever you can filter out a lot of the noise and get a simple and manageable step is where we see the application of AI. Ultimately, it’s up to the individual to select the two or three pieces that they need. There is a final gatekeeper for deciding what they want to share with their network or audience.

We also use AI to extract and figure out a starting point for the commentary from a piece of content you want to share based on how well it matches your interest. That’s a helper that you can modify. It makes it easier to write a comment about an article. 

This segment is part 2 in the series : Thought Leaders in Artificial Intelligence: Grapevine6 CEO Mike Orr
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