Using AI to get more from your base | Tara Bryant from Optimove

foreign [Music] [Applause] [Music] so for people who aren't familiar with optimove what is it you folks do yeah so we're the first customer-led marketing class so what we do is we put AI at the heart of what of what we do so the cdps are the very at the very center and then there's layers of orchestration that's where where that Ai and the Brain sits and then we have a multi-channel execution where you can think of meeting your players at pushing into a mobile app or text messaging or email or wherever is best for them to meet okay well AI is very much at the core of this show that we're doing and and the one that we did in London earlier in the year we've been asking people how the

recent rise of the popularization of it because everyone's talking about it now even if they're not in the sector has affected you by the sounds of it you guys have kind of ahead of the curve and you've been working with it for some time yeah we're so glad to have everyone catching on right we've been this for over a decade like I said the you know the first is really utilizing the the uh the technology so it's perfect for us because now everyone understands how sophisticated this is how important it is and how unique it is you can't duplicate it so beyond the ml stuff that's been going on for quite a while is there anything in the most recent kind of Rise of the way the chat GPT and all the rest of it that is like interesting even to you in your setup it's new and will change things potentially I think for us overall AI as it as it becomes and matures it gets better and better because it's it's that sort of the machine learning the automatic intelligence or you're learning everything as it goes so for us because we've been doing this for over a decade we have so much data sorry I continue to get better and better and better we have you know a decade of doing that or so so that is really

helpful for us just to be able to like learn and see what other people are doing I think is helpful um but we're just excited to finally have it at the table and people talking about it so that when we have conversations now they really understand the impact of it it's been a buzzword for a while right yeah let's call it you don't have to do the caveat and the big explainer yes exactly or people didn't really trust it before I think prior to this sort of chat GPD and everything that's coming out people didn't really trust it now that they're seeing it for their own their own eyes and they can put in and and and search it and see it's like wow this really works this is very powerful that's really helping us a lot well there's been a report from Unity recently that suggested that more people are using games more people are actually getting on board with mobile gaming and apps and whatnot but they may be spending a little less than they were prior what kind of challenges does that throw up for your sector for what you guys do well it actually part of the beauty of beauty of our brain of that of the AI orchestration level is because we can I can say James this is where if I if I sent you this

you would actually spend more or the reason why you're not spending is because you typically would buy during these times or you like to purchase at this time of the day or this hour whatever the AI piece of it will tell us it's very interesting so it actually helps us a lot because we can help you know the The Gamers understand where their where their players are at sure it gives you the transparency I guess yeah exactly yeah it's really helpful well unfortunately we've seen a bunch of layoffs recently within the tech sector we've seen obviously meta and Google and Microsoft and whatnot has that impacted your area at all and if not why not yes no it really hasn't so our tool is mainly focused there's also some acquisition but the main part of it is really retention and and growing your existing players and getting more from your existing base and so when you think about it when you think of the layoffs this is because we're customers and I'm sorry companies that are reducing costs and so when you're reducing costs you know unfortunately that has to be affected by some people's jobs but it's also within tools and spend and so sort

of that spend is it's expensive to go and get new customers to get new players to acquire them it's called the cost to acquire it's very high it's much cheaper much more cost effective if you can keep the people you already have the players are on your database and get them to spend more so what we do is at AI level is going to tell you this is how you're going to keep James involved this is how you're going to keep Bob involved this is how you're going to keep Sarah involved and this is what they want to see this is where they want you to meet them at whether it's text message mobile and app push whatever they're they're they're the ones feeding that so that's why we say we put the customer first when you put the customer first you learn more about them and then you send the right campaigns versus this is a campaign I want to build because I want to push a certain things so that's what's happening so companies who are looking at costs they want to learn how can we get more from our existing base because we already have them I don't need to pay to acquire them so we've been asking these questions last year as well but with the gdpr stuff that

happened and affected obviously Android devices and mono and then Apple doing what it did in terms of restricting user how does it affect your AI models as it has to be because you've been obviously training them and using them to for example analyze player behaviors Based on data that you can gather and now that the kind of data that you can gather is slightly restricted how is that affected things we haven't seen the Restriction affect us yet no um I mean it may in the future like obviously but I don't think it will just because we have so much history behind it already we've already been you know so involved and and the the technology has been running for so long I don't think that that'll have an effect um but we're excited I get once again to have just overall AI awareness it's good to know well we're asking everybody this one Phil Spencer recently said that Microsoft he feels like they don't have a big enough presence on mobile they say they like um coming with capacity or something like that basically they're not big enough and he wants them to be bigger were he to come to you and your group what would you advise him to do in order to ensure Microsoft and Microsoft gaming could be

big on mobile yeah I mean look I think take a box and learn how to put it in your pocket I mean that's what everybody's doing I mean if you if you if you're not mobile at some point you know you're you're behind the curve we've we've known this for I would say 20 years right so um they've got a they've gotta definitely increase their their mobile presence for sure get that Xbox light out yeah immediately all right then good to know thank you so much for talking so much James good to see you [Music] [Applause] [Music]