Praise for TOMORROW | TODAY

At Salesforce, we’re making the journey to AI easy for our customers—and Altify’s AI solutions, built on the Salesforce platform, are a great example of our ecosystem at work. TOMORROW | TODAY is a guide for that journey, full of practical insight and perspective.
Todd Surdey, SVP, ISV and Channel Sales, Salesforce

With remarkable insight, TOMORROW | TODAY explains the profound technology and ethical impacts of AI on the future of sales, marketing and general business. Whether AI scares you or not, this thought provoking, but easily accessible, book will help you to predict how AI will impact your future.
Mark Roberge, Senior Lecturer, Harvard Business School; former CRO, Hubspot

Artificial and Augmented Intelligence is rapidly changing the leverage points in our lives: personally and professionally. TOMORROW | TODAY does a masterful job of helping us understand the journey we are on and will help us plot a course to a more efficient future.
Glenn Davis, Senior Vice President, Growth Execution and Client Engagement, Optum

A book full of insight and pragmatic thinking about what AI means for day-to-day workers. It’s about the complete experience. When it comes to the right blend of humans and machines, TOMORROW | TODAY nails it.
Nick Mehta, CEO, Gainsight

Searching for a competitive advantage and mindful of mass disruption, board rooms have rushed to AI as the next big thing. The investments in AI pilots have moved from science projects to new digital business models powered by smart services. As clearly explained in Donal’s book, the unifying force for digital transformation in customer journeys, IoT, future of work, commerce, and block chain technology is AI-driven smart services. Reading this book will help you understand why the shift from analytical systems to augmented humanity will have a profound impact on the world.
R “Ray” Wang, Principal Analyst and Founder, Constellation Research, Inc.

If history teaches one thing, it is that today’s breathless technology headlines are tomorrow’s punchlines. AI will change work, but not on its own. Ultimately organizations and people will change work as they incorporate AI into operations and strategy, and change processes to reflect these new tools. With deep insight into AI’s interaction with professional work, Donal’s book will help catalyze leading-edge thinking and serve as an impetus for innovative and practical business strategy.
Tom Monahan, Chairman and CEO, CEB (NYSE: CEB)

Artificial Intelligence has been the subject of debate and discussion for many years. Now it is becoming a reality. Not only has Donal Daly managed to explain it but, with his thinking on Augmented Intelligence, has taken it to a practical level that takes it from debate to useful. AI is now part of our lives. I’d make this book part of yours.
Paul Greenberg, author, CRM at the Speed of Light (4^th edition), upcoming The Commonwealth of Self Interest (Harvard Business Publishing, 2017)

We have from day one believed that data and science are the keys to unlocking human potential. In a refreshingly clear manner, Donal captures the key trends and technology advances that are now actually enabling this in our day to day reality, as we enter the next era of technology-enabled performance, and TOMORROW | TODAY is a really good read.
Dave Elkington, Founder and CEO, Insidesales.com

Applications leveraging Augmented Intelligence transform the way humans make complex business decisions within the enterprise. TOMORROW | TODAY contains fascinating real world examples and thought-provoking narratives around the symbiotic relationship between man and machine. A valuable read.
Len Ferrington, Managing Director, Summit Partners

Donal is asking (and answering) the fundamental question: “As machines get smarter, will humans continue to grow and ask the important questions?” Artificial Intelligence is everywhere. If you want to understand what it means to you, you should read this book.
Ciaran Dynes, VP Products, Talend

TOMORROW | TODAY is a witty, illuminating and very readable guide to the rather complex of world of Artificial and Augmented intelligence. In Donal Daly’s hands the subject is brought into focus, with telling observations and informative insights. This is a concise, but immensely useful and enjoyable book for anyone interested in the direction of new technologies and new generations of users.
Donald Farmer, Principal, TreeHive Strategy LLC

TOMORROW | TODAY is an outstanding investigation into how technology affects our workplace today and will influence how we work tomorrow. The narrative of the role Salesforce is playing in Augmented Intelligence is fascinating. Donal’s book is informative, entertaining, straight to the point and a very important read for all sales and marketing professionals.
Daniel P. Strunk, Managing Director, Center for Sales Leadership, DePaul University

What generative design is to the future of making things, Augmented Intelligence is the information currency for the future of selling things; Donal expertly guides us to explore, and ultimately embrace, the possibilities of AI where the human is at the center and Augmented Intelligence is the ultimate Executive Assistant.
Julie Sokley, VP Global Sales Operations, Autodesk

TOMORROW | TODAY allows us to pause and think—a rare opportunity in today’s noisy market. It draws our attention to how the new idea of ‘augmenting intelligence’ can help us go beyond just understanding data, to taking meaningful actions to improve our businesses, and ultimately, our lives.
Umberto Milletti, CEO and Founder, InsideView

TOMORROW | TODAY took me on a wonderful journey of fascinating content and profound insight. Donal translates a difficult topic into valuable, connected and important questions. The book is visionary and a ‘must read’ for business leaders who care about the future of man and machine.
Ingrid De Doncker, CEO, IDDConsult

The explosive growth of information gives rise to a fundamental truth: no human can process it all or should even try. Yet wise decisions must still be made in a world where Big Data is the new normal. That’s why Donal Daly’s new book is a ‘must read’ for leaders who wish to understand how computer-based intelligence can improve decision-making and perhaps even alter the competitive landscape. Highly recommended.
Bob Thompson, Founder and CEO, CustomerThink Corp. and author, Hooked On Customers: The Five Habits of Legendary Customer-Centric Companies

AI has the power to augment decision-making, but the challenge remains of how it deals with future unknown conditions. For example, if an algorithm only recognizes male or female genders, how do you ensure a transgendered person doesn’t get labeled as either male or female? Until we have a way to account for unknown future conditions, we won’t have a way to prevent unintended bias in our calculations.
Kristina Bergman, CEO and Founder, Integris Software Inc.

This book had me at “Stop making businesses more data focused; make data more business focused.” Donal’s incomparable view of how Data and AI should be serving me is inspiring. The machine is the assistant, not the overlord. TOMORROW | TODAY will be by my side moving forward.
Maureen Blandford, CMO, Software Improvement Group

TOMORROW TODAY

HOW AI IMPACTS HOW WE WORK, LIVE AND THINK
(AND IT’S NOT WHAT YOU EXPECT)

Donal Daly

Published by OAK TREE PRESS
www.oaktreepress.com / www.SuccessStore.com

© 2016 Donal Daly

A catalogue record of this book is available from the British Library.

ISBN 978 1 78119 263 4 (Paperback)
ISBN 978 1 78119 264 1 (ePub)
ISBN 978 1 78119 265 8 (Kindle)
ISBN 978 1 78119 266 5 (PDF)
ISBN 978 1 78119 267 2 (Hardback)

All rights reserved.
No part of this publication may be reproduced or transmitted in any form or by any means, including photocopying, recording or electronically without written permission of the publisher. Such written permission also must be obtained before any part of this publication is stored in a retrieval system of any nature. Requests for permission should be directed to Oak Tree Press, info@oaktreepress.com.

CONTENTS

FOREWORD

INTRODUCTION

SECTION 1: HUMANS IN THE CENTER

1:WILL ARTIFICIAL INTELLIGENCE REPLACE KNOWLEDGE WORKERS?

2:AUGMENTED INTELLIGENCE MAXIMIZES HUMAN POTENTIAL

3:THE AUGMENTED JOURNEY

4:AUGMENTED INTELLIGENCE FOR KNOWLEDGE WORKERS

5:THE BIG DATA CONUNDRUM

6:AUGMENTED ANALYTICS

7:WHERE TO NEXT?

SECTION 2: INSIDE THE MACHINE

8:AN INTRODUCTION TO MACHINE LEARNING

9:ALGORITHMIC BIAS—KEEPING HUMANS IN THE LOOP

INDEX

FIGURES

1WHAT HAPPENED IN AN INTERNET MINUTE (AUGUST 1, 2016)

2THE FIVE MOST VALUABLE COMPANIES IN THE WORLD (AUGUST 1, 2016)

320M+ USERS TAKE TO THE STREET, PLAYING POKÉMON GO (JULY 2016)

4FAVORITE LINKEDIN FUNCTIONS

5THE KNOWLEDGE CURVE

6THE IMPACT OF ROBOTS AND COMPUTERS ON WORK DONE BY HUMANS

7KASPAROV’S CHESS TOURNAMENT RESULTS

8YOUNG CHILDREN AND OLDER PEOPLE AS A PERCENTAGE OF GLOBAL POPULATION: 1950–2050

9DMV REPORT OF A TRAFFIC ACCIDENT INVOLVING AN AUTONOMOUS VEHICLE

10THE EASY-MILE SELF-DRIVING VEHICLE

11NHTSA’S LEVELS OF AUTONOMY FOR SELF-DRIVING VEHICLES

12GOOGLE MAPS: CORK TO WATERVILLE

13SALESFORCE DAILY TRANSACTION VOLUME—TUESDAY IS ALMOST ALWAYS BUSIEST

14SALESFORCE’S AI-RELATED ACQUISITIONS

15MOBILE MAX

16MAX INSIGHT EDITOR—RULES, ADVICE AND CONTEXT EDITED IN A SIMPLE GUI

17MAX IN A SALESFORCE OPPORTUNITY RECORD

18ALTIFY MAX: AUGMENTED INTELLIGENCE INSIGHT ENGINE

19WORLDWIDE ENTERPRISE SOFTWARE REVENUE BY SUBSEGMENT 2010–2017 (US$ million)

20HINDSIGHT, INSIGHT AND FORESIGHT

21DATA AND THE FOUR STAGES OF ANALYTICS

22AND GOD SAID …

23SIRI RESPONSES—1

24SIRI RESPONSES—2

25PREVIOUS HITS AND THEIR CHART POSITIONS

26AN ALGORITHM TO PREDICT HIT SONGS

27APPLYING THE ALGORITHM

28WEIGHTING THE ELEMENTS OF THE ALGORITHM

29APPLYING THE EXTENDED ALGORITHM

30GOOGLE SEARCH RESULTS FOR “HOW OLD IS STEPHEN TYLER?”

31FACEBOOK PHOTO TAGGING

32GOOGLE SEARCH RESULTS: PAID AND ORGANIC

33GOOGLE SEARCH RESULTS FOR “WOMEN SHOULDN’T HAVE”

34GOOGLE SEARCH RESULTS FOR “MEN SHOULDN’T HAVE”

35PROPUBLICA RECIDIVISM EXAMPLES

36HUMAN-IN-THE-LOOP SYSTEM

37SOCIETY-IN-THE-LOOP SYSTEM

TABLES

1BIG DATA FORECASTS 2014–2026 (US$ billion)

2FORECAST CAGR

3BIG DATA FORECASTS 2014–2026 (US$ billion) WITH CAGR

DEDICATION

To those, like my late father, who work hard to get ahead, to go higher, but never look down on those below them.

FOREWORD

It wasn’t that long ago I was walking towards a trade show at the Mandalay Bay in Las Vegas, and noticed this image—and while I may have actually seen it dozens of time, this time it really spoke to me.

Although it was an advertisement for the “Shark Reef” exhibit, I was at a sales conference, and it got me thinking about this notion of a smarter more informed sales rep who can anticipate what customers will do next and change their behavior because of it.

Can digital marketing, social listening, personalized content and deeper customer segmentation provide the right insights to create the ‘perfect quota killing sales machine’ (similar to this Great White)? Will marketing really be able to track a customer’s journey and engage in meaningful ways to improve the customer experience? Will companies be able to ‘smell the blood in the water’ when a customer is ready to buy and make the transaction effortless? Will sales reps embrace all the insights marketing can provide to make them smarter sellers? Those seem to be the million dollar questions!

Is there a role for Artificial Intelligence? I will get to that in a minute and give you my personal opinion—

Let’s for a moment make the assumption B2B companies are able to build these type of capabilities—the real question then becomes: “Will the sales organizations be agile and responsive (read fast) enough to change what they are doing in real time to become a customer led sales organization?” There is no question that the data can make reps smarter (if they can actually use it). But what data can’t do is overcome the internal inertia that actually may be what is holding sales performance back. Sometimes the greatest inhibitor to transforming a sales organization is the sales leadership itself (yes, I know I actually said that out loud). The muscle memory and DNA of historically successful sales organizations can actually stand in the way of making the necessary changes. History is not always a predictor of the future, though we can certainly learn from it.

As Donal says in TOMORROW | TODAY, the problem is not that there is a deficit in information; the problem is that there is a deficit in insight. The reality is that the need to transform isn’t about the sales team, or any customer-facing function, doing a bad job; it is all about the customer.

Unfortunately, the unintended consequence of many technology advancements (social, mobile, cloud and information) is the power has shifted to the customer and towards the buyer’s process; and that changes everything.

Enterprise businesses, your customers, did not just magically get smarter. The confluence of cloud, mobile, and vast quantities of data, with the evolution of smart technologies like Artificial and Augmented Intelligence, Big Data and Machine Learning, has enabled them to evolve and adapt. For commercial organizations interacting with these enterprises, emulating that behavior is what will separate winners from losers.

The breakthrough occurs when we first accept that we need to change, that the landscape is different, and that we can choose whether this is an opportunity or a threat. The threat is real and you can decide whether to ignore it and suffer the consequences or turn that into an opportunity. In my 10 years at Gartner and in my current role at Salesforce I have seen many changes. My focus is on helping companies re-imagine how they can not only grow bigger but grow better with innovative business models and technology. I spend my time meeting with business leaders from some of the largest and most successful organizations in the world, to improve performance and enhance customer experience.

Today, we are at an inflection point for how businesses serve their customers. As it says in Chapter 4, we all “think for a living” and this is a time for r eflection. AI, in its many forms, is shaping the future, and success will be impacted by how well we adopt that technology and adapt our practices to enable our companies to serve our customers.

For all the business leaders out there, it will be your job to convince your management that you need the freedom to take a few risks, explore the capabilities of AI within your sales, service and marketing efforts, and pilot new ways to organize how you enable your teams to consider new ways to engage. Otherwise a year from now we will all be having this same conversation (and you may be looking for a new job).