AI is overhyped, but smart companies are using it to get growth

We’ll be hosting MobileBeat 2017 next week, on July 11-12 in San Francisco. VentureBeat reached out to dozens of consumer brand companies over the past few months, and asked them how they’re using AI, and whether they’re getting any traction.

It’s true that many brands are still experimenting.

But we found that the most sophisticated companies are doubling down on AI, and are starting to see results. We’re covering many of these stories in our new AI content channel. But we’re featuring the best of these stories next week.

The stories prove AI is a big deal, and not just hype. Some companies report AI is already poised to contribute a significant part of their margins.

Tony Xu, CEO of DoorDash, for one, says machine learning — a sub-category of AI — has become a foundation of the food delivery company’s logistics model. It’s increasing orders through personalized recommendations, and trimming delivery times. He’ll elaborate at MB next week.

The big platform companies —Google, Facebook, Amazon, Apple, IBM and Microsoft — are working furiously to infuse their marketing and cloud platforms with AI, from top to bottom, whether it be voice recognition, image recognition or improving marketing personalization. They aim to help developers exploit AI in cases where they don’t have the resources themselves. At MB, we’ll hear news from some of these companies, and first-time showcases of customers using these platforms in new ways.

Corporate icon Coca-Cola will reveal several fascinating ways it’s applying AI, from the way it’s using vending machines, to how it recognizes who is in store to then personalizes messaging to them in real time.

We’ll hear a bunch of new product announcements, including from a travel company using Amazon Alexa to let people actually make bookings — and from hot, up-and-coming startups like Epytom, AzkarBot and Chatfuel about how they’re applying AI.

Others brands we’ll hear from, with real results, range from fashion to real estate: Samsonite/Tumi, TGIF, Diane von Furstenberg, Trulia, Instagram, Walmart, eBay, the NYT, Lyft, Postmates, Stubhub, Kia, Verizon, Lowe’s, Kayak, Trip Advisor, OpenTable, Instacart, GoPro, American Eagle Outfitters, Square, Nordstrom, Chairish, and LinkedIn. We’ll hear from more that are still experimenting, such as Gap.

This conference is focused on the “front-end” implications of AI, or the ultimately the part that touches consumers.

It will also touch on how related technologies, including advanced personalization and messaging, are rocking the world of executives. We’re targeting mainly the roles of product manager, marketer and fast-growth developer.

I'm convinced this is going to be the best event of the year about AI for the broader marketing ecosystem.

At VentureBeat, we’re interested in hearing the stories of other companies about how they’re using AI. Please contact me with your story. We’re eager to cover, because we think it’s one of the most transformative technology trends of the decade. Or just see you at MB 2017 next week!